Hi-Books is a new entrant to the online accounting space with a drive to compete against QuickBooks and Zero et al.; it’s a system designed by accountants for accountants, emphasising the corporate accountant (internal) and the high street single or multi-partner practice.
The PLG workshop aimed to look at two critical issues for Hi-Book's customer acquisition strategy. Those were:
The desired outcomes:
An in-depth outcome-driven workshop. Once the team ran BIAS through the current process, it was apparent changes could be made using the system’s intuitive 3rd party APIs; these could be rearranged to shorten the registration process and align with current PLG standards.
So, we reinforced the need to focus on the user's needs rather than what the platform wants the user to share. A 27-step guide to the full functionality isn’t what anyone wants unless you are a competitor scoping out the platform for competitive advantage.
We established that the platform offers three most valued features: registering your company, scanning a receipt, or setting up an invoice. We suggested that users be presented with these options early in onboarding.
Once users choose what they want to achieve, custom interactive checklists are introduced to ensure that users not only view the product but also take action to engage with it.
Furthermore, we moved any non-critical data capture to the other end of the users' onboarding experience, ensuring minimal friction and maximum adoption potential.
Hi-Books walked away with a clear path to redesign their front-end and customer onboarding experience, moving to outcome-focused onboarding. There are three key things that you can do on the platform:
1) Set up your company
2) Go straight to setting up an invoice
3) Scan a receipt to document spending.
The original design made the user walk around the entire system regardless of their end goal. The redesign will now focus on where the user needs to be and take them straight there.
The leadership team also went deep into pricing models and strategy with BIAS. They left with a thorough understanding of what wouldn’t work and several options they are currently testing with clients to determine the best fit.
They are considering further GTM strategy support, including sales enablement.