Weekly Planning with My Focus
Weekly Planning with My Focus
B2B, Mobile and Web, Lead Designer • Asana
B2B, Mobile and Web, Lead Designer • Asana
Background and Goal
Background and Goal
Individual prioritization as differentiator
Individual prioritization as differentiator
While most of Asana's competitors were focused on team workflows, we knew that from the CEO to ICs, each individual spent time planning. Individual prioritization was key to our strategy, for both retention and engagement.
While most of Asana's competitors were focused on team workflows, we knew that from the CEO to ICs, each individual spent time planning. Individual prioritization was key to our strategy, for both retention and engagement.
My role
My role
This was a high risk and high complexity project on a core app surface.
As the Design Lead for Mobile Core Experience, I was responsible for design strategy, interaction and visual design, testing, and collaborated with 2 PMs, 2 Tech Leads, 1 UXR, 1 PMM, 1 DS, Brand, Systems, and Content Design.
This was a high risk and high complexity project on a core app surface.
As the Design Lead for Mobile Core Experience, I was responsible for design strategy, interaction and visual design, testing, and collaborated with 2 PMs, 2 Tech Leads, 1 UXR, 1 PMM, 1 DS, Brand, Systems, and Content Design.
Project goals
Project goals
Understand the user needs and prioritize key opportunities.
Design and deliver an end-to-end work prioritization feature.
Increase Individual Contributor retention and engagement.
Understand the user needs and prioritize key opportunities.
Design and deliver an end-to-end work prioritization feature.
Increase Individual Contributor retention and engagement.
Outcome
Outcome
Before this feature, "My tasks" was a list of tasks. The new My focus feature guided customers in prioritizing their tasks in minutes. This helped reduce task overwhelm while increasing individual retention & engagement.
Before this feature, "My tasks" was a list of tasks. The new My focus feature guided customers in prioritizing their tasks in minutes. This helped reduce task overwhelm while increasing individual retention & engagement.
My focus feature guided Asana customers to set their weekly priorities in minutes.
Discovery & Vision
Discovery & Vision
Foundational research to set baseline metrics
Foundational research to set baseline metrics
I partnered with our UXR lead to conduct research, with our product and DS leads to map the user behaviors to data. Distilling our qual and quant findings, we narrowed our target user job and set baseline metrics.
Method:
Conducted user interviews and used a product survey.
Set baseline metrics based on in-app user activities.
Mapped the Jobs To Be Done and identified Prioritize as our target.
I partnered with our UXR lead to conduct research, with our product and DS leads to map the user behaviors to data. Distilling our qual and quant findings, we narrowed our target user job and set baseline metrics.
Method:
Conducted user interviews and used a product survey.
Set baseline metrics based on in-app user activities.
Mapped the Jobs To Be Done and identified Prioritize as our target.
Planning workflow: We identified the Planning Jobs-to-be-done (JTBD) with Prioritize as our target job.
Key finding: Individual work is siloed
Key finding: Individual work is siloed
"My tasks" was the key surface for individuals on Asana. Despite high feature awareness, usage metrics were low. Through interviews, we learned that most individuals planned outside of Asana, leading to tool fragmentation and silos.
Initial state:
My tasks is the main surface for individuals: surveys showed 90% awareness.
Feature awareness didn't correlate with usage: WAU's were at 50%.
“I use Asana for my team, not for my own planning.”
"My tasks" was the key surface for individuals on Asana. Despite high feature awareness, usage metrics were low. Through interviews, we learned that most individuals planned outside of Asana, leading to tool fragmentation and silos.
Initial state:
My tasks is the main surface for individuals: surveys showed 90% awareness.
Feature awareness didn't correlate with usage: WAU's were at 50%.
“I use Asana for my team, not for my own planning.”
"My tasks" was the main surface for Individuals with high feature awareness but low usage.
Mapping the object hierarchy
Mapping the object hierarchy
We also learned about two types of planning: strategic and tactical. Tactical work was organized through Strategic work. For example, Milestones (strategic work) gave direction and timeline to Projects (tactical work).
I mapped the product object hierarchy to summarize our learnings. Individuals were missing Strategic planning tools. We hypothesized that if individuals could set a "Weekly Focus" to organize their Tasks, they can plan their work on Asana.
We also learned about two types of planning: strategic and tactical. Tactical work was organized through Strategic work. For example, Milestones (strategic work) gave direction and timeline to Projects (tactical work).
I mapped the product object hierarchy to summarize our learnings. Individuals were missing Strategic planning tools. We hypothesized that if individuals could set a "Weekly Focus" to organize their Tasks, they can plan their work on Asana.
We learned that there's two types of work: Strategic and tactical. Individuals were missing Strategic planning tools on Asana.
Design sprint and defining success
Design sprint and defining success
I facilitated a design sprint with stakeholders from four teams, where we brainstormed solutions for our target segment. The ideation sessions helped us distill our hypothesis and define our success metrics.
Hypothesis:
If individual contributors can capture their "Weekly focus" and see how their tasks ladder up, they’ll be more engaged and accomplish their top priorities.
Success metrics:
Weekly priorities adoption & engagement
% planning actions taken every week
I facilitated a design sprint with stakeholders from four teams, where we brainstormed solutions for our target segment. The ideation sessions helped us distill our hypothesis and define our success metrics.
Hypothesis:
If individual contributors can capture their "Weekly focus" and see how their tasks ladder up, they’ll be more engaged and accomplish their top priorities.
Success metrics:
Weekly priorities adoption & engagement
% planning actions taken every week
Define
Define
Concept testing to validate vision
Concept testing to validate vision
With recruitment aid from our UXR partner, my PM and I concept tested ideas to answer our key open questions. I created divergent designs, distilled, and socialized our learnings.
With recruitment aid from our UXR partner, my PM and I concept tested ideas to answer our key open questions. I created divergent designs, distilled, and socialized our learnings.
Early direction: Shared priorities
Early direction: Shared priorities
One of the key questions was whether or not individuals wanted to share their priorities with their team. I designed a user flow that guided users for picking and sharing their top tasks.
This was a crowd favorite, since internally this was how we shared status updates. Through concept testing we learned that our customers prefer privacy and flexibility: “ Plans change, I don’t want to send false signals and then disappoint."
One of the key questions was whether or not individuals wanted to share their priorities with their team. I designed a user flow that guided users for picking and sharing their top tasks.
This was a crowd favorite, since internally this was how we shared status updates. Through concept testing we learned that our customers prefer privacy and flexibility: “ Plans change, I don’t want to send false signals and then disappoint."
Prototype I made for setting and sharing priorities upfront. Testing revealed a user need for privacy and flexibility.
Divergent design iterations
Divergent design iterations
A riskier design decision I made was to repurpose Home as a landing page for Individuals. The idea was to use the My focus widget as a primary component to help people keep their priorities top of mind.
Through testing we learned that this was a promising directon for the long term. However, for near term, customers were worried about impression management. So we decided to stick with My tasks, as the surface dedicated to individual use.
A riskier design decision I made was to repurpose Home as a landing page for Individuals. The idea was to use the My focus widget as a primary component to help people keep their priorities top of mind.
Through testing we learned that this was a promising directon for the long term. However, for near term, customers were worried about impression management. So we decided to stick with My tasks, as the surface dedicated to individual use.
I explored surfacing priorities in the Home tab. We learned that users prefer to use My tasks for individual use.
Systems thinking to define priority objects
Systems thinking to define priority objects
While planning required freeform brainstorming and synthesis, My tasks was strictly a list of tasks. I created designs ranging from more to less structured ways to capture priorities in the product ecosystem.
While using tasks brought familiarity and robust functionality, users reported that: "Tasks can be too formal for planning purposes." Users preferred a combination of freeform and structure to capture their work priorities.
While planning required freeform brainstorming and synthesis, My tasks was strictly a list of tasks. I created designs ranging from more to less structured ways to capture priorities in the product ecosystem.
While using tasks brought familiarity and robust functionality, users reported that: "Tasks can be too formal for planning purposes." Users preferred a combination of freeform and structure to capture their work priorities.
Design iteration ranging from more to less structured ways to capture priorities. Users preferred a combination of freeform and structure.
Influencing strategy with design principles
Influencing strategy with design principles
When we started this project, the organizational strategy was platform parity. To center the use cases on each platform, I aligned on design principles with my UXR and PM leads.
Mobile-first Design Principles:
Prioritize on mobile, deep work on desktop.
Short sessions, bite sized actions.
Plan anytime, anywhere.
Rooted in these principles, we tested swipe to pin tasks (left two screens below). However, planners were struggling with task overwhelm. To improve focus, we moved priorities outside of the task list (screen on the right).
When we started this project, the organizational strategy was platform parity. To center the use cases on each platform, I aligned on design principles with my UXR and PM leads.
Mobile-first Design Principles:
Prioritize on mobile, deep work on desktop.
Short sessions, bite sized actions.
Plan anytime, anywhere.
Rooted in these principles, we tested swipe to pin tasks (left two screens below). However, planners were struggling with task overwhelm. To improve focus, we moved priorities outside of the task list (screen on the right).
After testing swipe to pin tasks (left two screens), we moved priorities outside of the task list (screen on the right).
Develop
Develop
Mapping the user flow: awareness to repeat adoption
Mapping the user flow: awareness to repeat adoption
Combining our learnings from concept testing, I mapped the end-to-end user flow. I worked with my PM and DS partners to capture analytics for feature awareness, adoption, engagement, and repeat adoption.
Combining our learnings from concept testing, I mapped the end-to-end user flow. I worked with my PM and DS partners to capture analytics for feature awareness, adoption, engagement, and repeat adoption.
I mapped the end-to-end mobile-first user flow from feature awareness to adoption and engagement.
Adoption: Machine learning to suggest priorities
Adoption: Machine learning to suggest priorities
A key design challenge was guiding planners with a busy task list on mobile. Due to short session times, adding tasks one by one was not ideal. I worked with my PM and DS partners on an algorithm for task suggestions.
For the priority composer, I simplified the task composer component and pre-populated it with suggested tasks. This drastically reduced decision-making time as well as helped inform the planner's weekly goal.
A key design challenge was guiding planners with a busy task list on mobile. Due to short session times, adding tasks one by one was not ideal. I worked with my PM and DS partners on an algorithm for task suggestions.
For the priority composer, I simplified the task composer component and pre-populated it with suggested tasks. This drastically reduced decision-making time as well as helped inform the planner's weekly goal.
I simplified the task composer component for priority setting, powered by pre-populated task suggestions.
Engagement: Progress tracking for habit formation
Engagement: Progress tracking for habit formation
Through our research into productivity systems we learned that adopting a new planning approach requires the repetition of the cycle: remind, reward, routine.
For visual reminders, I adapted the team-level progress tracking patterns. For rewards, we implemented a celebration creature upon completion. To routinize planning, we used a weekly prompt to set new focus.
Through our research into productivity systems we learned that adopting a new planning approach requires the repetition of the cycle: remind, reward, routine.
For visual reminders, I adapted the team-level progress tracking patterns. For rewards, we implemented a celebration creature upon completion. To routinize planning, we used a weekly prompt to set new focus.
My focus card encouraged habit formation through reminders, rewards, and a weekly cadence.
Experimentation to improve feature awareness
Experimentation to improve feature awareness
Through AB testing, we discovered the major drop off points in the user funnel. To improve feature awareness, we introduced a trigger to introduce the feature upon planning action taken. This way, we met planners at the right time.
In addition, I partnered with Content Design to improve the start state. We iterated until we found the best introductory state. Our final design diverged from the standard blue banner and was more coherent with the rest of the UI.
Through AB testing, we discovered the major drop off points in the user funnel. To improve feature awareness, we introduced a trigger to introduce the feature upon planning action taken. This way, we met planners at the right time.
In addition, I partnered with Content Design to improve the start state. We iterated until we found the best introductory state. Our final design diverged from the standard blue banner and was more coherent with the rest of the UI.
To increase adoption, we iterated on the start state and introduced a trigger to meet planners at the right time.
Deliver
Deliver
End-to-end flow
End-to-end flow
Here’s the final flow showing individual priority setting and progress tracking over a one week period.
Focus creation is quick and easeful with task recommendations.
Tracking progress is delightful with visual reminders and rewards.
Reminders allow planners to start the week with a new focus.
Here’s the final flow showing individual priority setting and progress tracking over a one week period.
Focus creation is quick and easeful with task recommendations.
Tracking progress is delightful with visual reminders and rewards.
Reminders allow planners to start the week with a new focus.
Reflection
Reflection
Individual priority setting on Asana iOS and Android apps resulted in positive customer and business outcomes.
Individual priority setting on Asana iOS and Android apps resulted in positive customer and business outcomes.
User impact: This feature filled a core planning need by introducing strategic priority setting to the Asana ecosystem. It provided value to our users by guiding them to prioritize their work in minutes.
Team impact: Our product and design principles influenced mobile area product thinking. The team capacity grew by 2x, allowing us to build planning features optimized for mobile use-cases.
Business impact: We met our adoption goal and exceeded our retention and engagement goals. This meant that once our customers set their priorities, they found it helpful and kept up with it.
User impact: This feature filled a core planning need by introducing strategic priority setting to the Asana ecosystem. It provided value to our users by guiding them to prioritize their work in minutes.
Team impact: Our product and design principles influenced mobile area product thinking. The team capacity grew by 2x, allowing us to build planning features optimized for mobile use-cases.
Business impact: We met our adoption goal and exceeded our retention and engagement goals. This meant that once our customers set their priorities, they found it helpful and kept up with it.