Candu.ai

Candu is a native web builder that allows the user to easily create content with a drag and drop editor and segment it to the right group of users. I have been working from the beginning of the project as the Product Designer in a remote international team with main offices in London and San Francisco.

Since I joined the Startup in 2019, I have been responsible for all the creative and design decisions, from UX and product to branding. In this position, I have solved many of the product challenges through the Design Thinking method, starting with discovery through user journeys, empathy maps, or diagrams to easily identify pain points and prototype ideas that are tested in user interviews, which allows an agile iteration process.

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Firsts Onboarding iterations

The onboarding funnel is essential to the conversion rates. We worked in depth on the iteration and improvement of the product onboarding, giving the user a personalized experience including using variables for the welcome message and considering the user needs in terms of theme and role, providing relevant content for the user to start with. With the first iteration, the Onboarding funnel was showing low conversion rates.

Newest Onboarding Iterations

Through some research, we found that the biggest pain points were related to the low guidance through the flow, which allowed the user to fully explore the editor by themselves but resulted in a lot of confusion. The research proved that a personalized and guided onboarding experience improves the returning customer rates, including helping the user set up their accounts before accessing their dashboard. This makes it easier for the user to start creating content straight away. The result of this iteration increased significantly the KPI numbers.

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The editor

One of my first research, when I joined Candu, proved that a Drag & Drop editor would be much easier to work with for our users than the original Notion style editor that was developed before I joined the company. This decision was a major success, decreasing one of the biggest pain points and making the editor more scalable in terms of new features.

Content Projects inside the Editor

Along these years of work, I have designed multiple projects inside Candu editor, such as the possibility for the user to create different content for different groups of users (Segments), the different elements and their behavior (media, layouts, texts, buttons, etc), or the container types (accordion, cards, interactive containers, etc.), among others, including deep research and decision making for each of these pieces.

Contextual menu

During a set of user testing organized to spot usability issues across the editor, we got consistent feedback regarding the basic copy, paste, and delete actions not being easily found, which was causing a big frustration to the users. These and other relevant actions were expected to be found closer to the selected content. Therefore, we moved these actions from the left toolbox to a contextual menu per selected content, which was a big improvement for the users.

The Chrome Extension

Candu content can be injected in any place of any website independently of the URL. We needed to create a preview tool that would imply this idea and lead the user to the "aha" moment. With the Chrome Extension, the user can preview anywhere the content that they have created in Candu before the installation process.

Final iteration

After a few iterations, the Chrome Extension was improved with a new main menu, which allowed us to add extra complex functionalities to provide a flexible and delightful experience for our users, based on power users' feedback.

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Conceptualization & UX methods

On this product I have applied different Design Thinking methods such as empathy maps to have a deeper understanding of our core personas behavior, user journeys to understand the happy moments and pain points of our users during the different phases of their flow, diagrams, Information Architecture, user flows, card sorting or user interviews, among others.