Tab selection and discovery

When a project manager created a new project within Asana, that project started with every single possible tab (about 12 views). More often than not a team did not need every tab and we found that users were often removing the tabs they did not utilize. In an effort to declutter and streamline projects we set out to simplify projects for customers.

Problem

How might we help users create more streamlined projects by enabling them to select the tabs they need during project creation and aiding them with discovery of new tabs post project creation?

Solution

I designed a revamped project creation experience that included a step for tab selection. My team and I determined which tabs should be pre-selected based on data and user insights. Our customers could then add additional tabs or remove pre-selected tabs in order to get the tabs they need.

I worked with a content designer to develop clear and descriptive value props for the different views we offer and users could hover on various views for dynamic previews of that view.

Once a user lands in a newly created project, I designed an overhauled Add Tab menu which was both visually engaging and more insightful with clear value props for each view type.

Impact

Paid feature engagement increased by 10%, which implies that users were self discovering powerful paid views and features due to the simplified and focused project interface.

We saw increased engagement with billing funnels, +24% of users added billing info.

There was an increase in visitation, +5.18%, meaning that more users were returning to projects because they were more focused and tailored to specific needs and use cases.

Aligned to a design org wide initiative to declutter and simplify surfaces to help customers focus on creating streamlined and focused projects for their teams.