Building a better publication process
Elsevier at a Glance
Elsevier is a publishing company specializing in scientific, technical, and medical content. Their content creation platform, Elsa, allows authors, editors, and contributors to easily collaborate and make their content more discoverable across Elsevier’s repository.
業種
Publishing
The Challenge
Elsevierが新しいコンテンツ作成とコラボレーションプラットフォームであるElsaをリリースした際、ユーザーが新プロダクトでオンボーディングを行い、快適に使えるようになるには、ある程度の作業が必要であることを認識していました。同社は大量のリソースと実践支援資料を作成しましたが、ユーザーは必要なサポートを見つけるのに苦労しており、その結果、新しいツールが定着していないことがすぐに判明しました。
Pendoの使い方（Pendo'ing it）
Pendoリソースセンターを活用して、ユーザーがいつでも利用できるアプリ内リソースリポジトリを構築しました。オンボーディングガイド、FAQ、お知らせ、フィードバックモジュールなど、有用なコンテンツが含まれています。また、Pendoのアプリ内ガイドを活用して、ユーザーにリソースセンターを通知したり、必要に応じてリマインドしました。さらに、アナリティクスを使ってリソースセンター内コンテンツのパフォーマンスを評価し、その結果をもとに継続的に改善を行いました。
結果
Elsaチームは、リソースセンターを立ち上げた直後に成果を上げました。具体的には、以前は必要なリソースを見つけにくかったElsevierの著者やコンテンツマネージャーからの肯定的なフィードバック、SUS（システムユーザビリティスケール）の28.5％向上、サポートへの問い合わせ件数の42.8％削減などが挙げられます。
To me, “Pendo’ing it” means that I’m empowered to go in and make positive changes for our users on my own, without needing to involve the development team. Now we always say, “We’ll fix it with Pendo,” because it allows us to create value for our users on our own as product people.
Lisa Gervais, Senior user engagement specialist, Elsevier
少しの方向転換が大きな効果をもたらす
Publishing in the digital age is about more than just getting information out into the world quickly. It’s about making it easily discoverable so the right people can find it, when they need it. The same is true for messaging and resources within your product—and Pendo can help.
Elsevier saw the opportunity to streamline their publication process—from manuscript to marketing—into a cohesive digital experience, and created the Elsa platform to make it a reality. “Elsa gives our external users—authors, contributors, and editors—a platform to help their content be more discoverable,” explained Lisa Gervais, former senior user engagement specialist at Elsevier.
Elsaには多くの利点があるにもかかわらず、Gervais氏と彼女のチームは、当初、ユーザーからの抵抗にあう可能性を認識していました。「ユーザーにとって多くのメリットがあることはわかっていましたが、（それでも私たちは）ユーザーに知っていることをやめてもらい、何か新しいことを学ぶように頼んでいました」と彼女は言います。「私たちは、WordやGoogle Docsまたはその他の提出用システムでの作成から、弊社のオンラインプラットフォームを利用するようにサポートする必要がありました。」
Gervais and her team tried to get ahead of this learning curve by conducting user research and creating an array of self-service resources, including onboarding documents, FAQs, and videos. But soon after launching Elsa, Gervais noticed that users weren’t actually taking the steps to access these materials. “[They] were either not engaging with the product because they weren’t getting the answers they needed, or they were going to our support team and asking questions about things we had already developed resources for,” said Gervais. “It was an issue on our side, but we also knew we were really frustrating users. We needed to act fast and change the way we were doing things.”
自分で問題解決できるようにサポート
Gervais and her team were already using Pendo to deliver in-app messaging and user onboarding. Now, they turned to the Pendo Resource Center to help guide users to the resources they had worked so hard to create—and ultimately improve adoption of the Elsa platform. “It was something we knew we could get up there quickly and implement without development resources, and it wouldn’t cost us anything to do,” said Gervais.
Gervais collaborated with Elsevier’s user experience (UX) design team to determine the right placement for the Resource Center, making sure it was aligned with the company’s brand and information architecture, as well as Elsa’s overall look and feel. She then populated the Resource Center with all the resources her team had already built—plus modules for upcoming webinars, important announcements, onboarding and style guides, FAQs, and feedback. Gervais also leveraged Pendo In-App Guides to inform users about the Resource Center, including an occasional pop-up to remind users where they could get help and an onboarding walkthrough for new users.
Gervais and her team saw immediate results after launching the Resource Center. “Our System Usability Scale (SUS) increased by 28.5%, which was massive,” she said. Since its launch, the Resource Center has also helped Elsevier deflect hundreds of support tickets and calls by giving users easier access to helpful resources, directly in-app. “It’s allowed our users to go into Elsa to find the right solution and feel empowered to find value in our product. Our first line support queries went down by 42.8%, which was incredible for us.”
The Elsa team plans to keep leveraging Pendo Analytics to further understand their users’ behaviors and iterate on the types of information delivered via the Resource Center. “It’s really encouraging for us to be able to see which questions coming in are really legitimate (for which there is no answer out there) vs. which questions dropped off, [indicating that] users were able to self-service through the Resource Center,” Gervais explained.
Implementing the Resource Center has had a positive effect on the overall product experience, too. It’s equipped the Elsevier team with a new channel to effectively deliver enablement to users. “Every user has a different way they want to learn, or different needs for how often they need support,” said Gervais. “Just being able to have the Resource Center there and for them to know they can go back to it any time they want is really important for the product.”
プロのヒント
- Lean into your mistakes—you’re not always going to be right about the decisions you make for your product, but it’s what you do with that information that really sets you up for failure or success
- Look at the tools and resources you already have at your disposal and see if you can find interesting new ways to leverage them to solve the challenge
- 迅速に行動し、データに従いましょう。データに基づいた継続的なイテレーションの習慣を構築することで、何がうまくいっているか（またはうまくいっていないか）を理解し、プロダクトについて迅速に意思決定を行うことができます。
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