David P. O'Hara

Moz Content Dashboard

Moz Content Dashboard



The dashboard was our main entry point to the product. It helped educate users about the product, while easing them into using it. It connected our marketing funnel with the product in a way that made the transition natural and ultimately greatly reduced our help tickets. Below I outline the decisions we made and the work it led to.





The Problem

The dashboard was created as a result of our qualitative research studies where we realized our entry point to the product wasn't setting proper expectations for users as well as a need for better onboarding and communication of the product value. These challenges set the stage for our educational dashboard.



The product dashboard became our entry point solution. Within the user flow, it was implemented between our marketing pages and where users began using the product. Its goals were to set expectations for the results the user would see, help educate them about the value of the product, drive conversions between 3 product tiers and stood as the springboard for them to start 3 different workflows. The content audit, the content search, or insight reports. 



The concept of the dashboard first came about while i was working on our product flow. I knew i had the goals outlined just above to meet and it seemed like a good way to educate the users while also driving the conversion goals we had from a business perspective.


Educating users

The first goal i was looking to solve for was setting better expectations and educating our users about the product value. I felt adding demos for each of the features would allow users to see the feature in action, both understanding the value it provided and what to expect from their own results. We also added video walkthroughs so users could watch an expert talk about the feature and its value. 

Conversion goals

We had 3 product tiers with varying levels of access. The free plan was anonymous and allowed the user to learn more about the product through the educational additions. Our big conversion push to the 2nd tier was being able to try a content audit. Users would signup to join our free community to gain access to a content audit with limited results. Hitting result limits or the desire to track your audits helped drive conversion to the paid tiers. The dashboard had key CTAs placed to drive these goals.


THE Solution

The final design scaled from a useful tool for educating the user and supporting conversion goals to a place to manage the audits, content searches and reports as they used the product in the paid tiers. From consultants, to in-house teams or agencies managing multiple projects and accounts. The dashboard was made to scale from the beginning to end.



The addition of the educational dashboard directly reduced the amount of help tickets we were receiving and helped create the structure needed to scale the product as users tracked more content. It also increased our conversions to the community tier and ultimately the paid tiers.


What I Learned

I learned a lot about how users onboard within a product. Some users like to be lead through a learning experience, while others like to be left alone to explore on their own with learning resources present when they want them. It was an interesting challenge to combine the varying goals together to form a cohesive page and fit within an overall structure.