Motific. Enterprise Chatbot Assistant
A Focus on Growth
I was leading the team responsible for growth design within Outshift, Cisco's incubation organization.
Motific, an early GenAI assistant tool, was already in development and gaining traction internally, due to the excitement around GenAI chatbots.
My team was brought in to improve the onboarding and activation experience for Motific.
Discovery work resulted in a better understanding of the user, and growth experiments honed the first-time experience.
Over two weeks my team and I ran 12 interviews, synthesized the results in Dovetail, and paired the findings with secondary research from an agency. This gave a sharper picture of who the product was for, and how they make purchasing decisions.
At the same time, we tackled onboarding. Users struggled to see value before setup, and the first-time experience had some clear points of friction.
My design team launched two experiments: A 30-day free trial experience, and a sandbox mode, a pre-loaded demo environment with guided tasks that let users explore the product without setup.
Results were mixed, but instructive.
• Free trial conversion: 1.8%
• Trial → Sandbox: 32%
• Sandbox completion: 72%
• Survey response: 0% (a design miss, but also a clear learning)
In the end, we moved on from this product, but the work paid off. We prevented further investment in a misaligned direction, built a repeatable persona + buyer-journey process, and delivered shared artifacts that aligned product, growth, and marketing.
