Drove a 30% increase in feature adoption of Tagger eSignature, a document-tagging feature used by 1.4M+ customers.
May 23 - Jul 24
Overview
Problem
Tagger, DocuSign’s eSignature-document tool, was due for a design system update — but usage data showed a deeper problem: customers found the experience confusing, and advanced features were underused.
My Role
- Led hypothesis-driven experiments focused on usability and upsell, contributing to a 6% increase in penetration across 1,000+ new accounts.
- Partnered with PM and engineers to scope incremental releases that proved the growth potential and led to a longer term growth project.
- Ran user research and hypothesis testing, and refined implementations with the dev team.
Solution
Reframed the redesign of Tagger as a growth vision, addressing product-wide usability and improving adoption of advanced features, leading to a longer term growth project.
My Team
- Product Manager
- Engineers (FE & BE)
- QA Analyst
Key Experiments
Navigation…a product-wide adoption boost
Hypothesis: Clearer navigation would improve baseline adoption.
Rules redesign…for penetrating advanced workflows
Hypothesis: Simplifying the “rules” builder would encourage users to explore advanced features.
Bulk Send…a monetization experiment
Hypothesis: Lowering entry barriers would drive upgrades for complicated features.
Setting the Vision
🚀 Reframing the Tagger Project: From Ink to Growth
When I joined the project, the mandate was conservative: a "1:1 Ink Tagger." This was a purely technical request to update the visual design to align with the new Design System, offering no focus on usability or business growth. My team saw this as a strategic opportunity. We recognized that simply "inking" the old UI would perpetuate existing flaws. We argued for coupling the visual refresh with targeted UX improvements to deliver greater ROI.
To secure alignment and drive excitement with our C-suite, I developed a vision concept to reimagine Tagger as a foundation for growth, not just a UI update.
Working with my partners across product and data, I mapped out three experiments to capture the vision's most impactful elements and build project momentum.
Experiment 1
Hypothesis: Improving navigation alone would drive increased sends.
Before and After
Consolidated the header and footer into a single header, with a clearer primary CTA (click to expand image).
The A/B test
Since nav was a shared component across products and one setup flow page was an un-named overlay, I tested two approaches. The tests revealed that naming the page was not critical; simply improving its navigability was sufficient to reduce confusion.
Op B was the winner for being a minimal change across products, and drove an x% increase in sends.
Experiment 2
Hypothesis: Simplifying the “rules” builder would encourage users to explore advanced features.
Experiment 3
Hypothesis: Lowering entry barriers would drive usage for niche features like Bulk Send.
Before and After
Results
Feature usage over 12 months
Core usage
doubled
“Send” clicks rose sharply post-launch and sustained growth over 12 months.
Advanced feature adoption increased
“Creates Rule” and “Bulk Sends” grew month-over-month after updating the UI.
Expanded workflow depth
Users engaged with more complex actions, validating our "pro badge" improvements to discoverability.
eSign Growth