DOCUMENT AUTOMATION
PANDADOC • JAN 2023 - DEC 2023
PandaDoc: Enhancing Productivity for 50K Businesses
Extension design to speed up document workflows for 50k businesses
Role
Senior Product Designer, Researcher
Timeline
Jan 2023 - Dec 2023
Team
Cross-functional team of 4
Platform
Web
TLDR
At a glance
- •Driving growth & engagement: created a PandaDoc Chrome Extension to streamline document workflows for 50K+ businesses.
- •I identified key pain points: tracking document views, real-time drafting, and simplifying template selection.
- •Launched in phases: prioritized core features, introduced starred templates, and planned rich notifications for future updates.
- •I collaborated with marketing to optimize marketplace traction, with metrics tracking retention, new user acquisition, and conversion rates.
Overview
Bringing document automation to 50K businesses
PandaDoc is a document automation software to streamline the process to create, approve, and eSign proposals, templates and contracts. PandaDoc is the #1 proposal, contract and document solution by G2.
I wanted to build an extension that would serve as a valuable asset for current users promoting paid features and also would help me attract new users from the marketplace.
Research
Research insights
"Have they already reviewed my proposal?"
Every successful sales rep tracks the updates of their proposals and materials shared. Users were confused with the number of emails with updates PandaDoc sent.
"I need to draft the docs real time during the calls"
Timing is of essence for sales and marketing reps. They often draft docs as they go over the requirements and solutions with clients on calls.
"There are too many templates and I usually need a few"
Some users needed to find a template quickly while drafting documents. Finding the right template required extra energy and attention.
Solution
Divide and conquer: project stages
After discussions with developers I decided to move "rich" notifications feature to version 2 since it required more resources.
I designed "starred" templates for quick access to users' most commonly used templates. This feature was added to version 3.
Outcomes
Rolled out to beta testers
The PandaDoc Extension is an ongoing project. This extension was rolled out to a specific cohort of active users, the team will collect the data and make decisions on the next steps based on the market traction and feedback.
Metrics to be monitored further:
- •Retention to the extension
- •Number of new accounts coming from the extension source
- •Conversion to paid of the new and current accounts coming from the extension source
Reflection
Lessons learned
The project highlighted the importance of user research and iterative design. By understanding the needs of my users, I was able to create a more intuitive and efficient document management solution.
Collaborating with developers early in the process also proved beneficial. It allowed me to prioritize features that were feasible to implement within my timeframe and resources.
Feedback from beta testers has been invaluable in guiding further development. Their insights have helped me refine the extension and improve the user experience.