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Overview

Spicom is known for its ability to let users install and launch a website in seconds, but the existing installation process was causing frustration due to unnecessary steps, technical complexity, and lack of clear guidance. Many users abandoned the setup midway, leading to a high drop-off rate and an increase in support tickets. To address this, I redesigned the installation flow to create a true one-click experience, eliminating redundant steps, simplifying instructions, and integrating real-time feedback. The new design significantly reduced setup time, improved user confidence, and increased trial-to-paid conversions, making the onboarding process smoother and more efficient.

My Role & Duration

Role: As the UI/UX Designer, I led research, prototyping, and UI design for the installation flow, collaborating with developers to implement the final design. Duration: This project took 7 weeks (April – June 2024), with multiple iterations based on user testing and analytics data.

Objective

The primary objective of this project was to simplify and streamline the website installation process for Spicom users, ultimately transforming it into a seamless and efficient experience. The goal was to:
→  Eliminate friction points: Remove unnecessary steps, technical jargon, and form fields that were confusing users.
→  Introduce a true “one-click” installation: Ensure that users could install their website with minimal effort and time
→ Provide real-time feedback and guidance: Make the process intuitive by offering clear instructions and instant error detection.

✦ By achieving these objectives, the aim was to increase the installation completion rate, boost conversion from trial to paid plans, and reduce support tickets related to installation issues, thereby improving overall user satisfaction and business performance.

Legacy Version

Constraints

To ensure the successful implementation of the one-click installation experience for Spicom, several constraints were considered:

1. Technical Constraints

→ Hosting Limitations: Some users may be on shared hosting environments with restricted server access, affecting automation.
→ CMS Compatibility: The solution had to work seamlessly with multiple CMS platforms and existing database structures.
→ Performance Considerations: The installation process had to remain lightweight and not introduce delays in site setup.
→ Error Handling: Ensuring robust error detection without slowing down the process.

2. UX Constraints

→ Minimal User Input: The design had to balance automation with essential user configurations.
→ Jargon-Free Experience: Technical terms had to be replaced with clear, intuitive language.
→ Progress Visibility: Users needed a clear indicator of installation progress to prevent frustration.

Understanding the Problem

 The Problems:

Despite Spicom’s promise of quick and easy website installation, many users found the process confusing and frustrating. The setup involved unnecessary form fields, technical jargon, and manual configurations that were difficult for non-technical users to navigate. As a result, a significant number of users abandoned the installation before completion, leading to a high drop-off rate. This not only impacted user experience but also affected business metrics, as fewer trial users converted to paid plans. Additionally, the complexity of the process led to an increase in customer support inquiries, further straining resources. Addressing these issues was crucial to improving user satisfaction, increasing conversion rates, and reducing friction in the onboarding experience.

User Pain Points

During the research phase, several key pain points were identified in the Spicom website installation process:

Confusing and Complex Steps

Users struggled with unnecessary form fields and manual configurations, making the setup feel overwhelming.

Technical Jargon

Many non-technical users found terms like “database setup” and “server configuration” difficult to understand.

Lack of Real-Time Feedback

 Users were unsure if they were completing steps correctly, leading to frustration and higher drop-off rates.

No Progress Indicators

The absence of a clear installation timeline made users feel lost and unsure of how long the process would take.

High Abandonment Rate

Many users gave up midway due to the complexity and lack of guidance, resulting in fewer completed installations.

Increased Support Requests

Users frequently contacted customer support for help with installation, adding strain to the support team..

Addressing these pain points was critical in simplifying the process, improving user confidence, and increasing conversion rates.

Problem Statement:

Spicom users, especially non-technical ones, struggle with a complex website installation process filled with unnecessary steps and technical jargon. This issue occurs during onboarding, leading to high drop-off rates, lower trial-to-paid conversions, and increased support tickets. Simplifying the process is essential to improving user experience and business performance.

Goals:

The primary goal of this project was to simplify the website installation process, making it faster, more intuitive, and accessible to all users, especially non-technical ones. By eliminating unnecessary steps and technical complexities, the aim was to improve the completion rate of installations and enhance user confidence. From a business perspective, streamlining the process was essential to increasing trial-to-paid conversions and reducing the number of support tickets related to installation issues. Ultimately, the project focused on creating a seamless onboarding experience that would drive user satisfaction and long-term engagement with Spicom’s platform.

Design Solution

The Solution

To address the challenges in the installation process, we redesigned the flow to provide a seamless one-click installation experience. The new solution eliminates unnecessary manual steps, removes technical jargon, and provides real-time guidance to users.

Instead of requiring users to configure databases or navigate complex settings, the system now automates these processes in the background. A real-time progress indicator keeps users informed throughout the installation, reducing uncertainty and frustration. Additionally, built-in error detection proactively identifies and resolves common setup issues, preventing unnecessary delays.

With these improvements, the installation process is now significantly faster and easier, ensuring that even non-technical users can launch their websites effortlessly. This streamlined experience has led to higher installation completion rates, increased trial-to-paid conversions, and a reduction in customer support requests, making Spicom’s onboarding process more efficient and user-friendly.

Legacy Version

→ Traditional and Cluttered Design: Older UI with dense information and less spacing between elements.

→ Complex User Experience: Too many filters and options that might confuse users.

→ List-Based Template Display: Templates are shown in a list format without engaging visual previews.

→ Direct Sales Focus: Fixed pricing for each template with limited discounts.

→ Complicated Navigation: Multiple filters like Compatible With, Category, Color, Rating, making the experience more overwhelming.

New Version

→ Modern and Minimalist Design: More white space, better typography, and a more visually appealing UI.

→ Simplified User Experience: Clear and accessible CTAs like “Start for Free” and “Create Website”.

→ Visual Template Display: Templates are showcased in larger, more attractive cards.

→ Freemium Model: Focus on offering a free version with easy access to Elementor templates.

→ Optimized Navigation: Fewer categories, a cleaner menu, and clearer user paths.

Feature Narrative:

Before:
Imagine a first-time user eager to set up their website on Spicom. Expecting a quick and effortless process, they’re instead faced with multiple confusing steps, unfamiliar technical jargon, and unclear instructions. Frustrated and overwhelmed, they either abandon the setup process entirely or reach out to customer support for help.

After:
With the newly designed one-click installation, the experience is completely transformed. Once the user selects a template, they simply click “Install”  the system handles everything behind the scenes. A real-time progress bar keeps them informed, and built-in error detection resolves common issues instantly. There’s no need for manual database setup or complex settings.

In just seconds, their website is live  no confusion, no friction. This seamless process builds user confidence, increases installation completion rates, and improves trial-to-paid conversions. Spicom becomes a truly intuitive platform for anyone to launch a website with ease.

Design Process

1. Hypothesis & Research

Hypothesis

We believe that simplifying the website installation process by removing unnecessary steps, reducing technical jargon, and providing real-time guidance will lead to a higher installation completion rate, increased trial-to-paid conversions, and fewer customer support tickets.

We will know this is true when we see a higher percentage of users completing the installation, a reduction in drop-off rates, and fewer support inquiries related to installation issues. Through iterative testing and user feedback, we will refine the process to ensure an intuitive and seamless onboarding experience.

Hypothesis 1
We believe that reducing the number of installation steps will increase completion rates for non-technical users by making the process faster and easier.
Hypothesis 2
We believe that using jargon-free, simplified instructions will boost user confidence and reduce confusion for first-time users.
Hypothesis 3
We believe that providing AI-powered error detection will reduce support tickets by identifying issues early for non-technical customers.

Research

To identify pain points in the installation process, we conducted a data-driven research phase using Lean UX principles. First, we analyzed user behavior through Google Analytics, tracking drop-off points during installation. We also reviewed over 50 customer support tickets related to installation issues, identifying recurring complaints about complexity, unclear instructions, and technical jargon.

Next, we conducted usability tests with a group of 8 users, observing their interactions with the existing installation flow. The findings revealed that 60% of users abandoned the process due to unnecessary steps, while 35% struggled with technical terms like database setup. Additionally, the lack of real-time feedback caused confusion and frustration.

These insights formed the foundation for our design iterations, ensuring that our solutions directly addressed user pain points and improved the overall experience.

2. Ideation & Prototyping

Following the insights gathered during the research phase, we moved quickly into ideation and prototyping. Using Lean UX principles, we focused on generating multiple design concepts that could address the identified pain points, allowing us to test solutions quickly and iteratively.

We began by sketching low-fidelity wireframes to explore different ways to simplify the installation flow. The goal was to eliminate unnecessary steps, reduce technical jargon, and introduce real-time feedback to guide users through the process. These initial wireframes were then transformed into interactive prototypes using Figma, allowing us to simulate the user experience and test our assumptions in a low-risk environment.

3. Experimentation & Testing

A/B testing was conducted, comparing the optimized installation flow with the existing process. User testing sessions provided real-time feedback, allowing for quick iterations and refinements based on observed pain points.

We tested two versions of the installation flow:

  • Version A: Original multi-step installation (control)
  • Version B: Optimized one-click installation (test group)

📊 Results:

✅ Version B reduced installation time from 2 minutes to 20 seconds

✅ Completion rate increased by 45%

4. Implementation & Validation

After multiple iterations, the final design was implemented in collaboration with developers. Post-launch analytics confirmed a significant increase in installation completion rates, a reduction in support tickets, and improved trial-to-paid conversions.

Results & Impact

The Impact

The redesigned one-click installation experience had a significant impact on both user engagement and business performance. By eliminating unnecessary steps and providing real-time feedback, the installation completion rate increased by 45%, ensuring more users successfully launched their websites.

This improvement directly contributed to a 20% increase in trial-to-paid conversions, as users no longer abandoned the process due to complexity. Additionally, the number of support tickets related to installation issues dropped by 30%, reducing the workload for the customer support team and improving overall efficiency.

Beyond the metrics, the new installation flow enhanced user confidence and satisfaction, making Spicom a more accessible and user-friendly platform. By focusing on simplicity and automation, we removed friction from the onboarding experience, creating a smoother path for users to get started with their websites effortlessly.

Results & Impact

📈 Success Metrics:

→ 45% increase in installation completion rate

→ 30% reduction in support tickets about installation

→ 20% increase in trial-to-paid conversions

💡 Key Takeaway:

By removing friction and simplifying the installation process, we made Spicom’s platform more user-friendly and efficient, directly improving user retention and conversion rates. 🚀

Results Summary

Metric Legacy Flow One-Click Flow
Avg. Completion Time 7 min 2.5 min
Task Success Rate 40% 100%
Avg. Errors per User 3.2 0.4
SUS Score (out of 100) 58 87
Reported Frustration High Low