Create your account
at no charge
IBM Cloud
Outcomes
IBM Cloud offers a new account type that grants users free and indefinite access to a limited set of features, functionalities, and over 350 products. Users can build apps, AI, analytics, and more without a credit card. Additionally, over 40 always-free products, including IBM Watson APIs, are available with no expiration date. This approach aims to lower entry barriers, encourage engagement, and allow users to explore the platform's value.
Team
IBM Cloud
Year
2017
Role: UX and Visual Design Lead
Skills: UX, UI, IA, user research support, Enterprise Design Thinking workshop planning, facilitation, usability evaluation.
Team: 2 UX Designers, 1 Front-end Developer,
2 Researchers, 1 Design Team Lead, 1 Project Manager, 4 Dev Architects, 8 Developers, and
2 Content Creators
The background
While cloud computing adoption is widespread, some companies may require additional time to embrace or consider switching providers. Though many cloud services offer trial periods for testing applications, these trials are often time-limited. Striking a careful balance is essential to encourage user engagement without overextending the trial period.
Details
To ensure a successful free account model, the team acknowledged the importance of limiting specific features to encourage users to upgrade.
The account is free and doesn't need a credit card.
It's an account without an expiration date.
Users can get email notifications about their account status and quota limits.
Apps become inactive after ten days of inactivity and can be reactivated through continued work.
Service instances with free plans are removed after 30 days of no development activity.
Free account
How can we prolong user exposure to IBM Cloud beyond 30 days without mandating credit card details and prioritize solution development?
30 days are needed to evaluate IBM Cloud's suitability.
Users need help finding relevant resources, resulting in a cumbersome workflow.
IBM Cloud's complexity could be more apparent, causing potential users to hesitate due to unclear costs and expectations.
Opportunity
Research
We knew what users were saying but wanted to learn more about what they were doing with IBM's Free account and how we might better serve them.
Details
Usability testing revealed crucial insights into user challenges and opportunities.
Artifact: The Usability Findings Report identifies common issues, suggests improvements, and prioritizes based on experience impact vs. implementation effort.
Usage-capped plans are accessible for specific services such as Watson and IoT.
Efficiency features like auto sleep and garbage collection aid resource management under usage quotas.
Usage tracking and cap alerts notify users approaching data thresholds.
Baseline Usability Testing
We examined competitors for best practices, emerging trends, user expectations, and potential pitfalls. Furthermore, we sought inspiration to raise standards from leading examples outside the industry.
Artifact: The Insights Report, shared with our internal team and key client stakeholders, offers an overview and identifies areas for potential innovation within the category.
Competitive audit
We thoroughly examined every process, documented screens, and captured all content in the Free account experience to comprehensively understand the redesign. This acquainted the team with the product and set the groundwork for targeted updates and global improvements.
Artifact: Content audit guiding decisions to keep content as-is, improve, remove, or consolidate. This served as our task list for the complete redesign.
Content inventory
Key research findings
Usage metering
Free user flow
The experience
We developed prototypes to test and refine user interactions, engaging in iterative usability testing for better understanding and acceptance. Insights were shared within the design team, leading to updated prototypes for testing our adjustments.
Design
Inform users about their limited range of products and services to prevent surprises and promote future upgrades.
Target specific points in the user journey for reminders about premium versions without disrupting the flow.
Employ walkthroughs and tutorials for practical guidance in unfamiliar areas. Personalize onboarding emails based on user activities to encourage upgrades.
Insights
Usage exploration
Usage exploration
As-is experience (user flow)
Contextual registration flow
Free user flow
MVP
Following thorough beta testing, the 30-day trial was replaced by the default IBM Cloud Free Tier for new user accounts globally.
The IBM Cloud Free Tier offers access to over 40 products with free pricing plans, ensuring they remain free with no charges or expiration.
After the IBM Cloud Free Tier launch, continuous tracking and monitoring of the platform experience persisted, with ongoing iterations for improved discoverability and increased appeal to new users.
Summary
IBM Cloud (create account)
IBM Cloud (verification code)
IBM Cloud (create account)
IBM Cloud (create account)
Email (limit almost reached)
Email (limit almost reached)
Email (limit reached)
Retrospective
Creating a new account type was a complex undertaking. Throughout the process, I acquired valuable insights into managing diverse stakeholder relationships, implementing design-led innovations based on user research, adapting priorities to various constraints, and aligning UX design with direct business goals.