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Context

Creating and editing custom fields are a core part of work setup and are highly correlated with topline business outcomes. Yet in Board view, which is the default view for 20% of users to set up their work - users can only add assignees and due dates directly on tasks.

For this project, we to allow users to create and edit CFs directly from Board cards, so that work set up is easy and actionable and users can unlock the value of Asana by making use of fields.

My Role

Product design lead

• Strategy
• Research
• Design

Timeline

~ 2 months

Status

Shipped

Core team

1 product designer, 1 product manager, 1 tech lead, 6 developers, design system

Hypothesis:

• (Primary) If we allow customers to create and configure fields in-line on board view, then teams will build more “structured” projects powered by fields → making them feel more emotionally ready to bring their teams onto Asana ( ⬆️ invites) and allowing teams to set up stickier workflows ( ⬆️ OPWAU).
• (Secondary) If we allow free/trialing users to discover and set up fields, then more non-paying users will try out fields, making Asana stickier tool for them → increased direct revenue.

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How might we reduce friction for users to create and edit custom fields on Asana board view so that they can utilize fields to structure and update their work?

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Outcome

^Before: after creating the task, users have to go in task pane to set fields

^After: users can edit fields directly on cards, as well as during task creation

Impact

⭐️ There was a +14% increase to customers adding fields in the treatment.

⭐️ Fields on board cards drove a 6.6% increase to paying orgs that created custom fields

Some iterations