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#400 – Parabol’s User Journey

Friday Ship #400 | June 7th, 2024

A highly realistic image of a kid wearing oversized grown-up casual shoes. The shoes are much too large for the child's feet,

This week, we wrapped up the initial phase of our deep dive into how our users interact with Parabol. Our goal? To really understand the journey from that first curiosity to making Parabol a recurring tool in our users’ routine.

Purpose Behind the Analysis

We structured our exploration around the principles of The Narrative-Driven Organization, posing critical questions such as:

  • Why does Parabol exist?
  • Who are we here to serve?
  • How can we serve them better?

This framework has helped us focus on understanding our users’ needs and behaviors more clearly.

Tracing the User Journey

We’ve meticulously mapped out the journey our users typically take, which includes:

  • Recognizing Needs: With new responsibilities, often new team leads reassess and seek improvements in their team processes.
  • Searching for Information: The search usually starts with Google or queries to AI like ChatGPT.
  • Evaluating Alternatives: Many begin with free tools to evaluate their usefulness without financial commitment.
  • Trial Runs: Once they sign up for Parabol, many users test the tool either individually or with a few colleagues before deciding to use it more broadly.
  • Full Team Adoption: Successful trials lead to broader adoption within their teams.
  • Expansion: Users who stick with it frequently recommend Parabol to other teams, furthering organizational adoption.

Insights from Our Data

From our analysis, we discovered:

  • 8% of visitors to our product pages sign up.
  • 54% of these sign-ups host a first meeting.
  • 42% of these users run three meetings.
  • Users who start with smaller, “test meetings” show higher long-term engagement – they are more likely to stick than those who run their first meeting right away with their teams.
  • Users who run a meeting after trying the demo are more likely to become long-term active users.

    The last two insights were particularly surprising. I always thought that Parabol’s value would be clearer when used with a team, expecting that users would be more likely to stay if they held a team meeting right away. However, it looks like users prefer to familiarize themselves with the tool individually first. By the time they introduce Parabol to their teams, they’re already comfortable and ready to demonstrate its full value.

    This has already influenced how we view the onboarding of new users and the steps we should guide them through after they sign up.

    Future Directions

    These findings are shaping our strategies for product development and user support. They highlight the importance of making initial experiences as straightforward as possible to enhance user satisfaction and retention early on.

    Seeking Your Feedback

    We’re keen to understand how these insights resonate with your experiences. How can we make the onboarding process even smoother for new users? What features or support could enhance your interaction with Parabol?

    Your feedback is crucial as we continue to refine our platform. Please share your thoughts and help us better understand how we can serve you and other users more effectively.

    Metrics

    Always nice to see green across the weekly metrics! Especially ahead of the summer slump we typically see each year. After trending down for a few weeks, new web users are back on the rise. We also saw a healthy bump of almost 10% WoW in new signups.

    This week we…

    …opened an Instagram account where we will share tips on remote work, project management, and overall team collaboration.

    …started receiving early feedback on our in-progress Insights Feature.

    Next week we’ll

    …finalize our strategy for T2.

    Lorena Martínez

    Lorena Martínez

    Lorena is a product and lifecycle marketer at Parabol with a passion for data analysis and A/B testing. Besides working in marketing, she has spent her career advocating for gender and LGBTQ+ equality in the workplace. Lorena is from Colombia but lives around the world.

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