How HoneyBook uses User Session Recordings to Optimize their UX

Danni FriedlandBehind The Scenes, User Experience0 Comments

Honeybook is an online platform that modernizes and streamlines the client booking and payment process for creative and event professionals.
With HoneyBook, users easily create custom proposals, contracts, and invoices, enable their clients to sign and pay digitally, and manage their business pipeline all in one place.

Since its launch back in 2013, HoneyBook has been saving users up to 21 days a year in reduced administrative tasks so they can spend more time growing their businesses, sharing time with their families, or taking a much-needed vacation.

HoneyBook core benefits hinge on being able to reduce stress and time, so understanding their users’ needs and how their users’ clients experience their product is critical.

How @HoneyBook optimized their funnel and solved their users' pains using Jaco Click To Tweet

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What was the pain that brought you to Jaco?

As our product matured and reached product-market fit, it also started growing in features and number of users. This means that it became harder to really stay informed and make sure we’re able to deliver a seamless experience for our users throughout the  platform and at a large scale.

We’ve been collecting data on our user behavior in the product from day one in order to be as data driven as possible. The problem is that as progressive as most analytics tools are – they manage to tell you a lot about what actions were made, and even by whom – they never fully reflect what your user actually experiences.

“Even though we had tons of stats and data at our disposal, iterating on and improving the user experience was still mostly based on gut feeling.“
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How did Jaco solve this pain?

By using Jaco, we were able to walk in our users’ shoes by actually recording their sessions and experiencing the product from their perspective.

We created segments based on user flows in HoneyBook and this allowed us to focus on the feature we wanted to test. Those segments clearly showed us how our new users were going through the process to spot any friction or frustration points. On top of that, we added more segmentation based on demographics to spot specific trends and behaviors. Watching sessions and seeing how users interact with different sections/features gave us actionable insights that only a visual experience can convey.

“Watching your users interact with your platform can really focus you on how you can optimize your funnel …you can feel the users’ frustration when you watch their sessions, and there’s no other way to mitigate those pains.”

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Who uses Jaco in your company, and how?

Today Jaco is used throughout different teams at HoneyBook, but mostly by our development and product team.

A great example is when we launch a new feature and want to know how our clients react to it.  Of course, we run usability tests in beta mode, but further optimization can only take place once you release the feature and your users really start using it at scale.

Our product team will use Jaco after releasing every new feature to make sure it really works for our users. Jaco is a great tool for that because you can immediately start seeing the results without the need of waiting for statistical results that might take weeks to gather.

If a user reported he or she were experiencing problems using the product, the support team uses Jaco to get the full picture of how that user experienced the product and what their problem was. This means that our support team knows exactly what their user feels in less time and direct them to the right solution.
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Who would you recommend Jaco for?

Jaco is great for anyone whose work touches the core and the front facing side of the product, whether it’s a Product Manager or UX Designer. Additionally, development teams can use Jaco to identify bugs and improve flows.
Since Jaco gives you a very intimate look at how your user interacts with your product it can really change how your company works as it makes every bit of the product more user-centric. From how it looks, to how it functions, to what a user expects when interacting with it.

“Jaco gives priceless insights as to how a session feels — it’s the difference between qualitative and quantitative data, which can sometimes make a huge difference when understanding your users and building your relationship with them.”

“It’s always relevant to watch a session. Every time I see a user session I learn something I didn’t know about my own platform”.

 

YotamSoen

Yotam Soen – HoneyBook

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