Enhancing Asana’s NUX for Advanced Work Management
01. OVERVIEW
Asana has expanded beyond project management, but our NUX no longer meets the needs of users seeking advanced work management tools. This project refines the experience to better showcase Asana’s full capabilities.
02. MY ROLE
Design Lead | User Research
03. PROBLEM STATMENT & GOAL
The original NUX: Only serve the project management focused users 👇
Asana has expanded beyond project management to goals, portfolios, workloads, and personal tasks. While our NUX excelled at onboarding, it now falls short for users seeking advanced work management features.
• GOAL & SUCCESS MEASUREMENT •
User Goal: Help users focus on the right objectives, onboard smoothly, and avoid setting up Asana incorrectly.
Business goal: Increase adoption for all segments. • User revisitation rate in the first month. • NUX completion • Local metrics for My task and Portfolio usage
04. DISCOVERY
We validated our user segmentation hypothesis by running an experiment with an objective page, asking users to select their purpose in Asana. The results showed that 36% use Asana for goals, portfolios, or personal task management. However, our onboarding isn't guiding them to the right place, presenting a big opportunity for improved adoption.
User interviews also provided insights into their impressions and decision-making process, leading us to prioritize new NUX flows for Portfolio & Workload management and Personal tasks management.
05. KICKOFF - XFN DESIGN SPRINT
To shape the Portfolio NUX, we hosted a cross-pillar design sprint, brainstorming adoption frictions and user pain points. This led us to three key HMWs.
06. DESIGN EXPLORATION & QUICK VALIDATION
After the design sprint, I collaborated with my PM and researcher to refine ideas into five core concepts. I then developed three prototypes and conducted initial user testing.
Two standout ideas from concept testing were merged into the final Portfolio & Workload NUX flow. Meanwhile, I explored visuals for the main flow page, testing two final versions for usability.
07. FINAL SOLUTION
The final solution helps users grasp the concept of Asana Portfolio by guiding them to quickly build their first sandbox. With a maximum of five screens, it ensures a smooth onboarding experience and high completion rates.
08. IMPACT
Portfolio & Workload management NUX: Drove a +3.2% first month revisitation And +7% NUX completion win.
Personal Tasks NUX was a big win: Drove a +5.7% first month revisitation and +3.1% NUX completion win.
