Elevating Nextiva's Experience

Project Overview: Enhance the User Experience for Nextiva - renowned cloud-based communciations company

Project Prompt:

Gain insights into:

User first impression
High-level design aspects
Digestibility
Overall ease of use

My Role:

Evaluate the current mobile app to identify areas for improvement
Provide actionable recommendations to enhance the UX and overall user satisfaction
Focus on improving user onboarding, interface intuitiveness, and visual design

Initial Findings

This project involved conducting a comprehensive analysis of Nextiva's mobile application and the surrounding user sentiment. It was important to me to begin the project as any user looking to start a new service would. I began by going through Google search results to find business communications services that would solve my problem.

Online Search Impressions

When a potential user conducts a Google search for a company in the same domain as Nextiva, the initial results can significantly impact their decision. In my findings, I observed that Nextiva's search results could be enhanced. When users already know about Nextiva and search for the brand directly, the results generally lead them to the desired destination, including the website and social media pages. However, if users are searching for generic terms like "telephone service company" or "voip app", Nextiva's presence is less prominent.

It's crucial to assess competitors' SEO to ensure better visibility in these search results. When searching "business voip", Nextiva did establish presence but when compared to Zoom's callouts, Nextiva's displayed copy was detailed but potentially overwhelming for some users who generally aren't going to use all 50+ features. Zoom's focus on trust and preference is more appealing to new customers. My recommendation was to consider more concise, compelling language to engage users effectively.

App Store Presence

In the iOS App Store, Nextiva's mobile application lacked visibility when users searched for generic terms related to their services. This meant that even if users were specifically looking for a telecommunications solution, they might overlook Nextiva.

Even when searching specifically for Nextiva, the app was easy to overlook due to its absence of images, which are essential to make a positive impression. They did have great images available once you clicked in, but introducing these sooner would help increase interest. It was crucial to ensure that the app stands out. I noted that the app had room for improvement in terms of differentiation and optimization for potential users.

App Experience Evaluation

I took a closer look at the mobile app experience, primarily focusing on the user onboarding process, as this is often the first point of interaction for new users. During this evaluation, I encountered several aspects that needed attention:

Initial In-App Experience

Upon downloading the Nextiva app, users were immediately met with multiple requests, including notifications, lengthy license agreements, and device access permissions. The sheer number of requests before offering value can be overwhelming and discouraging for potential users. This approach risks straining users' psyche and may lead them to consider alternatives. I pointed out the potential psychological strain on users when confronted with this extensive legal content and bombardment of permission requests as their first introduction to the app.

The app also presented decisions that users might not fully understand at this point, such as enabling logging. These choices appeared before users had the opportunity to experience the app's value and with no clear information on the benefit to the decision. The lack of clarity at this stage could lead to users feeling pressured to make uninformed decisions that they might end up regretting. I recommended that they introduce this feature at a later time with more information as to why this might be necessary and helpful to the user.

Design Aesthetics

Nextiva's mobile app design appeared simplistic and lacked the visual appeal of their website. The app's sign-in page was visually uninspiring and had an impractical button placement, putting unnecessary strain on the users. A more central button placement would have been more user-friendly and familiar. Adding engaging images, illustrations, and an explanation of the benefits could have improved the first impression and overall feel of the app.

Web Browser Integration

After clicking "Sign In", users were unexpectedly directed to a web page. This transition from app to web browser was confusing and potentially frustrating, given the expectation of using a mobile application. Furthermore, there was no option for account creation in the app or browser pop-up. This led the user to have to leave the app entirely to pull up another browser with the main website in order to create an account. Removing these unnecessary steps should be prominent on the app improvements list as this redirection disrupted the user experience and added avoidable complexity.

Website Evaluation

Due to not being able to create an account on their app, I found myself on their website looking to get started once again. I evaluated Nextiva's website and provided feedback on several aspects:

Website First Impressions

The website design was clean and featured quality images but had some areas for improvement. Some elements felt dated, such as the use of a money emoji and the countdown timer, which applied needless pressure to the user. The website's headlines and callouts were somewhat vague and failed to communicate the core value proposition effectively. I suggested that they reconsider the tone of their copy on the website to make it more engaging and informative.

Confusing User Journey

Attempting to create an account online led to unexpected outcomes and calls from a representative. The diversion from the expected process was confusing and inconveniencing for users, who had already been offered the option to call a representative if they preferred, and chose to stick to the online form. The user expects to create an account by clicking "Get Started" and filling out a form with personal information and instead they have to wait for a call. The complicated process to sign up for a service that advertises "90 days risk-free" is frustrating for the user with expectations to try out the features before committing. Also, the site's copy and call-to-action lacked clarity, potentially causing users to forget what service they were signing up for.

Video Accessibility

Nextiva has a multitude of resources such as demo and feature videos on their YouTube and other social media. I highlighted the importance of making these videos more accessible on the website to allow potential customers to more easily visualize the product's features before committing to a plan. Their competitor, RingCentral, does this well by allowing access to a library of videos after submitting a quick form.

Competitor Analysis

To provide Nextiva with a holistic perspective, I ventured into exploring their competitor, RingCentral. This competitor had several strengths that offered valuable lessons:

Efficient Sign-Up Process

RingCentral offered a quick and easy in-app sign-up process with user-friendly options like signing in through Google, Apple, or email. This approach minimized initial user demands.

Engaging Visuals

RingCentral's website featured warm and inviting visuals and compelling copy that succintly outlined the benefits of their app. They used illustrations effectively to engage users while highlighting the product's key features.

In-App Guided Tour

After signing up, RingCentral offered a guided tour with four key points. This approach enhanced user digestibility and made the onboarding process more inviting.

Conclusion

Based on my comprehensive evaluation of Nextiva's mobile application, website, and competitor analysis, I recommended the following steps:

Streamlined Onboarding

Simplify and shorten the onboarding process, reducing initial demands on users. Avoid overwhelming users with legal agreements and permission requests upfront.

Engaging Design

Enhance the mobile app's design by incorporating engaging visuals, user-friendly buttons, and a modern look and feel that matches the website's design.

In-App Account Creation

Provide users with the capability to create an account from within the mobile app, without the need to redirect themselves to an external web browser. Remove the barrier of a phone call with representatives before creating an account. Make this an optional but recommended onboarding checklist feature.

Enhanced Website Copy

Revise the website's copy to effectively communicate the core value proposition and engage potential customers more clearly.

Video Accessibility

Optimize the placement of demo videos on the website to allow users to visualize the product features before making a commitment.

Takeaways

A user-centered approach is essential, focusing on user feedback and needs
Continuous usability testing and iterative design are pivotal for refining the user experience
Collaboration with developers and stakeholders ensures effective UX enhancements

Next Steps

For continued progress, I recommend delving into user reviews for both Nextiva and RingCentral to extract further insights and identify areas for improvement. Nextiva should study their competitors closely to understand the reasons for their success and how to implement those lessons. They should focus on improving user accessibility and ensuring a smoother onboarding experience. The goal is to make it easier for users to check out the app and decide for themselves without feeling pressured. Moreover, the design phase should encompass app design improvements and engaging visuals, creating a more joyous user experience.

This case study outlines my UX evaluation process and the recommendations provided to Nextiva, emphasizing the importance of user-centric design in optimizing the overall user experience. By addressing these points, Nextiva can significantly improve its mobile application and attract more satisfied users.

Final Thoughts

In summary, my goal was to provide constructive feedback to improve Nextiva's user experience, ultimately making it more appealing and user-friendly. Addressing these critical issues could potentially increase user sign-ups, retention, and satisfaction while maintaining Nextiva's position as a leading cloud communications provider. The insights gathered from the evaluation will guide future improvements and help Nextiva align more closely with user expectations and needs.

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