OBJECTIVE
Redesign the registration process to increase onboarding completion rates from 45% to 80%.
ROLE
UI/UX designer for the new version of web registration:
- Worked closely with the product manager to identify problems with the current flow and new requirements
- Explored multiple concepts ranging from low-effort to high-effort and evaluated each direction with the team
- Defined the design principles and a point of view
- Designed the full flow and communicated design specs and logics with the software engineer
- Iterated the design in the next revisions
WHY REDESIGN?
With the first version of the web registration design, the intent was to make the process as easy and effortless as possible. However, after the launch of the first few pilots, we noticed that there’s a good number of sign ups for the program, but only less than half of those users complete the onboarding process in the app. That was a big surprise – why are all these people dropping off between registration and the first couple of steps of using the app?
HYPOTHESIS
We collected data from user behavior in Mixpanel, conversations with customer support, as well as qualitative research with those who had gone through the program to identify opportunities for the improvement strategy.
The current web registration process promotes mindless form-filling, resulting in people not knowing what exactly they had signed up for.
Some users are coming into registration directly from campaign emails and don't ever see the website to get more information.
We are accepting everyone in the program, although some users may not be aligned with the demands of the program and therefore drop off.
There's a sense of urgency in having a limited number of seats for registration, but no urgency around the next steps, enabling procrastination.
If we create moments of pause and engagement, users will have a higher chance of understanding what they are signing up for.
By adding key messages from the website, we make sure that users who don't view the website are not missing out.
If users are clear about what the program is asking of them, they are more likely to participate once they complete registration.
The sooner people onboard, the more likely they are to stick with it, especially if they are committing to starting right away.
DESIGN PRINCIPLES
With the requirements and hypothesis, the next step for me was to create a set of design principles to set the tone and behavior for the flow and functionalities for each step of the registration process.
MEMORABLE MOMENTS
Show users what the program is about (rather than just tell) by creating memorable moments in the process of registration.
EXPECTATIONS
Be explicit about setting up expectations about the program and how it works, to make sure that only those who are aligned sign up.
COMMITMENT
Make it clear that they're only committing to a week in the program. Just give it a try for a week - nothing to be overwhelmed about.
CALL TO ACTION
Communicate what's next and make the call to action clear - download the app and start the program while waiting for the sensor to arrive.
ONBOARDING FLOW
In order to think about the registration flow, I mapped out a user’s experience through the entire journey, starting from marketing materials and program communication, to web registration, and the next touchpoints (including re-engagement campaigns). I wanted to make sure that we are porting the right communication from the earlier stages, and setting up the right expectations for the next steps in the journey.
MEMORABLE MOMENTS
It’s easier to understand and remember facts when they are in context, personalized and related to one’s situation. Our program is all about “learning about yourself” and I wanted to bring that to the registration process by calculating people’s answers based on the questions that we ask them in registration –we already do the calculations, however only show them the answers in the app, out of context. It’s easy to surface the same content upfront to create excitement with a lower amount of engineering effort.
BEFORE: Questionnaire without explanation
AFTER: Questionnaire in context, followed by relevant, insightful calculations as a teaser to what's to come in the program
EXPECTATION SETTING & COMMITMENT
EXPLORATION
In the first version of the web registration, there was no element of expectation setting. I explored 3 different concepts to introduce “the program” during the registration process, taking into consideration level of engineering effort.
Concept #1: Small effort
Concept #2: Medium effort
Concept #3: Large effort
FINAL DESIGN
The final outcome was a quiz-like format that used a card to explain each aspect of the program that we wanted to highlight. It’s not really a quiz, because we don’t want anyone to feel intimated by the questions. It’s more intended to cause a “pause” and chunk up the information as part of the question as well as the chosen answers.
CALL TO ACTION
The previous web registration didn’t mention to users what they should be doing next, and relied solely on the following emails to communicate what’s next. I wanted to be as explicit as possible about the fact that “just because you’re done with registration, doesn’t mean you’re all done yet.” That is reflected through the messaging as well as the timeline of the next few days. The primary call to action is to download the app, and the secondary message is to get a sense for when the package will arrive.
OUTCOMES
After spending 3 weeks scoping, designing, building, and debugging, we released an MVP of the redesigned flow. We measured the results and saw that today, 75% of users are completing the onboarding (compared with the original 45%). As we learn more, we keep iterating in small steps to make sure that we can get to at least 80% in the coming sprints ahead.