User Onboarding
Redesigned the way LocalVocal app onboards user
Redesigned the way LocalVocal app onboards user
LocalVocal is a marketing cum e-commerce app created to support small and mid-range businesses, mom n pop stores in hyperlocal communities in India.
1. Vendors: Vendors use this app to market their products and announce their latest offerings
2. Shoppers: Shoppers use it to find the best deals vendors offer
1. 74% customers experience churn within 3 months following the app's launch
2. 55% signup rate dropped
3. 6 mins needed, on average, to onboard a new user
1. 33% increase in user adoption rate
2. 46% increase in signup rate
3. Reduced onboarding time from 6 mins to 2.9 mins
I identified the gap in the experience, took the initiative, and owned this project.
I led the research and design for this project.
I collaborated with:
- UI Designer
- Visual designer
- Product Manager
- UI development team
1. Kickoff
2. Research
3. Design Experiments
3. Design Principles
3. Final Design
3. Design Performance
How can we make users successful, faster?
LocalVocal, because of its bad user-onboarding flow was miserably failing to build trust and confidence among the users which in turn was costing them user adoption.
What we already knew
1) Cluttered and inconsistent UI
2) Bumpy user flow with a lot of friction points
3) Lengthy form fields
What we want to achieve
Design a user onboarding experience to help users get up to speed and running right from the beginning, focusing on increasing user adoption rates by 30%.
As this was my first time designing a user onboarding journey, I started with understanding what user onboarding means. I made this well-received presentation that helped my team understand the importance of a great user onboarding experience.
I then moved on to understanding how successful products onboard users. Here are a few methods brands employ:
1. Tool tips /Hotspots /Coachmarks
2. Instructional Overlays
3. Product tours with slides
4. Blank slate tips
5. Video
6. Deck of cards
7. Checklists
8. Interactive Walkthroughs
While brainstorming, I visualize all of the above methods in the context of the existing app and the user personas. Then I presented my understanding to the extended team and together we decided to go with interactive walkthrough method.
For my next step, I decided to strategize how I want to create the interactive walkthrough onboarding experience. My key objectives were:
1. To contextually gather user information
2. Eliminating manual efforts wherever possible
3. Create an Aha! moment as early in the process as possible
"Aha moment is the pivotal moment in which new users first realize the value of your product."
The design I created with the above objectives failed to create a crisp aha moment that converts an evaluating user into an activated user.
I incorporated the psyche framework in my research to understand where the design failed.
How can we bring Aha-moment sooner?
For my next iteration, I used guiding principles by a usability expert, Louis-Xavier Lavallee
1. Avoid unnecessary friction to save Psych
2. Build up Psych before your “big-ask”
3. Delay optional (or hard) tasks
4. Start from user’s initial needs
5. Here is how I implemented them:
Even though I only scratched the surface of the vast user onboarding design in this project, I now deeply understand its impact on businesses and users. All of the efforts brought us the following results.