INTERACTION DESIGN
Interactive Tour
for Bloomfire Knowledge Management Software
Goal: Allow website visitors a chance to preview software components and features on Bloomfire’s website before scheduling a meeting with the Sales team.
BACKGROUND
The existing version of the click-through tour attempted to build in lots of interactivity, but engagement data showed users were getting lost in the options. I was tasked with creating a tour that would give potential customers a clear overview of key product features, demonstrating some interactivity for an audience who is unfamiliar with the tool.
Choose Your Own Adventure: Clear section names clue users into the information architecture of the tour, breaking down what features will be covered so they can orient themselves within what is being presented to them.
PROCESS
I worked with both the Sales and Marketing teams to identify key features, starting from the Product messaging perspective, and filling in potential Customer perspectives based on what questions the Sales team routinely fielded, and from watching recordings of live demonstrations.
Action: Created storyboards for new tour flows, wrote and refined copy for each step, staged a sandbox environment to capture screens of features, and planned, captured, and edited screens for each step of the tour.
In particular, the overview of how new AI features is useful for both new and existing customers to be able to understand the feature’s functionally in a no-pressure environment.
Engagement metrics show users are very comfortable with the tour, completing flows in less time than they used to spend without reaching the end of a flow previously, while being more likely to sign up for a meeting with Sales.
INSIGHTS
My redesigned tour achieved a click-through rate of 59%, meaning customers weren’t getting lost anymore.
My tour performs at or above the tour software’s benchmark metrics for their top 1% of tours in Engagement, Click-Through Rate, and CTA conversions.
Feedback from Sales was very positive: meetings were immediately more focused, with customers asking about specific features by name and describing elements of the software they saw in the tour that impressed or intrigued them.
The Marketing team was able to correlate data from the tours and meeting requests to see that people often took the tour, scheduled a meeting, and then took the tour again on the day of the meeting as a refresher.