"Try It Now" - Gamified Trial
B2B Growth Design
How can we encourage existing users to explore other Rubrik applications and participate in a purchase decision?
4.5M
ARR generated in the past 2 years from 57 Microsoft 365 application contracts secured, from which 16 are large customers (>1000 employees)
3
other Rubrik product integrated with the trial framework
Company
Rubrik
My Role
Senior Product Designer
Timeline
Mar 2023 - Jan 2024
Team
UX researchers (2), product managers (5), product designers (3), engineers (8), visual designers (3), UX writers (2), sales (3), customer support (5), marketing director, legal team
Want to see a deep dive of my design process? Check out my slide deck !
Click, Try, Buy:
Product Led Growth with Design
It’s not everyday we as 2B designers tap into consumer facing problems, I had the chance to do so with this unique project!
Rubrik is a data security company that offers wide range of applications offering multi-dimensional cloud security services. I led the design of a new “try it now” experience that helps everyday users(data admins) quickly experience the intuitiveness and selling points of our data protection tools—no sales pitch needed. By turning complex features into fun, bite-sized trials tasks, I made it simple and rewarding for users to test with their own company data and share the benefits with their teams—becoming part of the purchase decision.
Upsell Opportunity Matrix
Rubrik Security Cloud provides data security services across all kinds of SAAS apps and other data types.
We mapped app popularity (share of customers who use it) against our protection adoption (attach rate). The bottom-right cluster—popular but under-protected—is our low-hanging fruit. Trials focus here to lift coverage fast and turn existing demand into revenue.
Validating Initiative & User Signals
Before allocating time and cross-functional resources, we prioritized validating the core assumption driving the initiative: ‘Are end-users intrigued by Rubrik’s services for their other commonly used applications?’ Additionally, we explored a critical question: ‘What roles do they play in the purchasing decision?
We interviewed 25 customers spanning various industries, company sizes, and levels of influence on purchasing decisions.
Key Takeaways
Real Data Integration:
Users prefer connecting their own company data to Rubrik rather than using sandbox data, allowing them to test the efficiency and functionality of backup and recovery operations.
Guided Experience:
Non-power-users expressed a need for a guided, hands-on walkthrough to navigate the trial effectively.
Phased Exploration:
Users favor a phased trial approach, allowing them to explore features and capabilities over a few days at their own pace.
Role Management:
For larger companies, users emphasized the importance of assigning trial roles and managing multiple trials simultaneously.
Post-Trial Communication:
Most users requested a trial activity report that documents and highlights the product’s value, aiding in communication with their stakeholders.
Effortless Accessibility:
`Given that trials are conducted during working hours, users want intuitive and seamless access to trial offers and ongoing trial activities.
Designing the Trial Journey
I structured the trial journey into four stages—Target Trial Offer, Onboarding and Multi-User Support, Hands-On Exploration, and Persuasive Conversion.
Interested in A Deep Dive?
To know more about design decisions, data collection, user validation and all the bits and pieces about this project, check out my slide deck ->