Cutting 6 months of wasted time and resources with user flow audits

Case study: Cracking the code of a document processing tool

Client overview:Our client, a software company, launched a document processing tool with a bold promise: users could integrate the software and process documents in under two minutes—no technical skills required. The target market was non-technical users who needed an easy, fast solution. However, soon after launch, things began to unravel. The tool wasn’t delivering on its promise, and both user engagement and ad performance plummeted.

The problem

Despite initial expectations, the product didn’t live up to its value proposition. Users were struggling to even log in, let alone integrate the tool into their systems. For the few who could log in, the installation process dragged on for up to 45 minutes—far from the quick, two-minute integration that was advertised.

Impact:

• Login barriers: A significant number of users reported being unable to log in, completely blocking their access to the platform.
• Installation woes: Users who managed to log in spent excessive time trying to install the code snippet. For a tool designed to save time, this was a dealbreaker.

These usability gaps were having a devastating effect on user retention, engagement, and the company’s ad performance. Customer complaints surged. Without addressing these root issues, the client risked wasting months troubleshooting without a clear understanding of the problem.

Research & discovery

To get to the heart of the issue, we conducted a thorough research audit. Over 20 in-depth interviews were held with users, digging deep into their frustrations and obstacles.

Key findings:

1. Login problems: A significant number of users couldn’t even access the platform due to confusing authentication protocols.
2. Installation struggles: Even for users who logged in successfully, installing the code snippet was far more complex than expected. The process lacked clarity, and users found themselves stuck in a time-consuming loop.
3. Broken user experience: The frustration from these technical challenges was driving users to abandon the tool entirely, impacting overall adoption and retention rates.

Example user journey:One user described spending an entire hour trying to log in and install the tool, only to give up. "It felt like a puzzle I couldn’t solve," they said. "I came in for something simple and left frustrated."

Action & solution

Once we validated the issues, we acted fast. The team launched urgent sprints to address the most critical usability barriers.

1. Fixing the login process: We overhauled the login system, making it intuitive and user-friendly. Users could now easily access the platform without frustration.
2. Details: We simplified the authentication method, removed unnecessary steps, and created a clear, guided process for new users.
3. Streamlining code installation: The installation process went through a full redesign. We introduced a wizard that guided users through each step and provided clear instructions. This drastically reduced the time spent installing the tool.
4. Details: We added error prompts to notify users when they deviated from the process, and simplified the technical language to make it more accessible to non-technical users.
5. Testing and iteration: After the fixes were rolled out, we conducted follow-up interviews and usability tests. The overwhelming majority of users reported a smooth login and setup experience. The issues were not only addressed but eradicated.

Results

The transformation was remarkable. Within weeks, the improvements began to show across the board:

• Login success: Users were finally able to access the platform without hitting barriers.
• Installation time: The installation time dropped significantly, finally aligning with the product’s original value proposition of a quick, two-minute setup.
• User retention: The improved onboarding experience encouraged users to stay and engage more consistently with the tool.
• Ad performance: With the usability issues resolved, the client’s marketing efforts regained traction. Conversion rates improved as the product delivered on its promise, and ad performance rebounded after months of decline.

One user remarked, "The difference is night and day. I went from spending an hour frustrated to having it set up and working in two minutes. Now I can actually focus on my work instead of the software."

Quantitative impact:

• Users were able to log in successfully, overcoming the previous barriers.
• Installation time was dramatically reduced.
• Customer satisfaction significantly improved.

Had these issues not been addressed, the client could have wasted months trying to understand what was wrong—time that would have cost them both customers and market credibility.

Client collaboration

Throughout the process, we maintained open communication with the client, conducting weekly sprints to update them on progress and gather their feedback. They were instrumental in making decisions on prioritizing fixes and re-testing the user experience. By working closely together, we managed to implement the fixes faster, saving critical time.

Future steps

To ensure continued success, the client has committed to regular usability testing and ongoing support to prevent future bottlenecks. They're now better equipped to handle future challenges before they escalate.

Conclusion

This case illustrates the importance of digging beneath surface-level assumptions. What seemed like a marketing or product problem was, at its core, a usability breakdown. By taking swift, targeted action, the client avoided months of uncertainty and saved their product’s future.

From chaos to clarity, we transformed a frustrating user experience into a seamless one. Now, the tool lives up to its promise—quick, simple, and frustration-free.

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