Amplitude enterprise admin workflows
Generated a product strategy to simplify admin workflows
Role
Lead researcher and product strategist
Team
Collaborated with and pitched a new team to Design and PM leadership
Skills
UX Strategy, Information Architecture, Enterprise UX
The Problem
The product
Amplitude began as a product analytics tool whose customer base was primarily SMBs. As the product expanded to a digital analytics platform, more enterprise customers were acquired. It became evident that it was difficult for enterprise customers to easily manage Amplitude at scale.
Additional tablestakes capabilities emerged from the Data Access Controls project.
Enterprise Admin needs that surfaced during Data Access Controls research
Users
An Admin is anyone who’s job responsibilities include managing the Amplitude instance at their company. Roles and titles differed widely based on the company, but they all functioned as Amplitude Admins.
Customers frequently mentioned wanting capabilities that Adobe Analytics, Mixpanel, and other tools had.
A comprehensive list of different types of Admin roles at enterprises
Approach
synthesized research insights
To deeply understand existing Admin workflows and pain points, I expanded the scope of Data Access Controls customer calls. I analyzed and synthesized enterprise research over the years to focus on Admin needs.
Mapped out the end-to-end customer experience to understand all Admin needs
Admin needs differed based on the company’s maturity and processes
created a Vision prototype
During a Design Week, I created a vision of an ideal Admin experience. It focused on simplifying setup workflows that map to a customer’s org structure. Addressing setup workflows would also improve some of the maintenance workflows.
Created a pitch to establish a new team focused on Admins
Teams were structured vertically, which made it difficult to improve the customer experience holistically. My manager suggested creating a pitch deck to persuade leadership that an Admin/Platform team was needed to land enterprise deals.
Some sample slides are below.
Saving Admins time would allow them to focus on driving value
I fleshed out the differing access control needs that customers raised
Enterprise data ecosystems are complex and important to understand in the platform context
The Impact
Customer impact
I validated design concepts with customers that reduce the amount of time Admins spend managing the Amplitude. The feedback was positive and helped me to iterate on the designs.
Product leadership agreed to fund an Admin team, but the priorities shifted when new executive leadership joined.
Potential metrics
If the team had been funded, these are potential metrics:
Time to onboard a new enterprise customer
Time to onboard a new team at an existing customer
Time to onboard a new user at an existing customer
Decrease Time to Value for an enterprise customer
Reduce the amount of time Customer Success Managers spend answering Admin questions and creating bespoke solutions