Recently, we shipped a brand new experience for Economize's onboarding on the web which is now used by over a large customer-base across the globe. This involved a CX revamp of the entire onboarding flow while addressing the personalized needs of designing for all users of our product.
My role
Responsible for research, conceptualisation, design, user testing and delivery of key modules and feature areas.
Users of Economize's application are finding the onboarding process complex and confusing which is leading to low user engagement and retention rates, resulting in decreased revenue and negative customer feedback.
Low user engagement
The current onboarding flow is leading to low user engagement rates, with only 50% of users completing the onboarding process.
Low Retention Rates
Users who complete the onboarding process are not returning to the application, with only 20% of users returning to use the application within a month of completing the onboarding process.
Negative Customer Feedback
Customers are leaving negative feedback about the onboarding process, citing issues with its complexity and lack of guidance. This negative feedback is leading to decreased customer satisfaction rates and a damaged brand reputation.
We used the Double Diamond Process, which is a design thinking approach that involves four key stages: Discover, Define, Develop, and Deliver. It is a user-centered approach that puts the user at the center of the design process.
Discover
In this primary stage, we conducted user research to better understand the needs and pain points of our users. We collected abnd analysed various user data through a variety of methods, including sessions, surverys, and user testing.
The goal of this stage was to gain a deep understanding of our users and their needs. Conducted user research to understand the needs and pain points of our users during onboarding. Our team analyzed the data collected to identify key insights and trends. We also created user personas to represent our target audience and their needs during onboarding. Identifying and prioritizing key user journeys related to onboarding helped us gain insights to the root cause of the problems.
Define
In this stage, we will use the insights gained from the Discover stage to define the problem space and identify potential solutions.
We used brainstorming and other ideation methods to generate ideas and identify potential solutions to the problems we identified in the Discover stage. Defining the problem space and identifying key pain points related to onboarding was essential to put a direction to our thinking. Our team at Economize prioritzed ideas based on their potential impact and feasibility. We finally create a user journey map to visualize the current and ideal onboarding flow.
Develop
We used all the solutions identified in the Define stage to create and test prototypes. Our product team used rapid prototyping and user testing to quickly iterate and refine our solutions. The goal of this stage was to develop a final solution that addresses the pain points and needs of our users.
Develop low-fidelity prototypes to test potential solutions.Conduct user testing to validate the effectiveness of the prototypes and identify areas for improvement.Use feedback from user testing to refine and improve the prototypes.Develop high-fidelity prototypes to test the final solution.
Deliver
In this final stage, we finalized the design and implement the new onboarding flow into the Economize.cloud application. Our product team worked with the engineering team to ensure that the new flow was implemented correctly and had conducted final user testing to ensure that the new flow was effective. Finally we successfully release the new onboarding flow to users and have and will continue to monitor its effectiveness over time.
Affinity mapping
By using this affinity map, the product team began to prioritize and focus on the most important themes for improving the user onboarding flow, and used it as a reference point for potential solutions and design decisions.
how might we's
By using these HMW questions after carefully assessing the Affinity map, the product team identified specific areas for improvement and began to explore potential solutions for the user onboarding flow.
HMW simplify the onboarding flow and reduce the number of steps?
HMW personalize the onboarding experience to the user's needs and preferences?
HMW make the onboarding flow more engaging and less overwhelming?
HMW ensure users understand what they need to do during the onboarding process?
HMW help users overcome any obstacles they may encounter during the onboarding process?
HMW measure the success of the onboarding flow and make improvements based on user feedback?
HMW use data to identify where users are dropping off during the onboarding process and make changes to improve completion rates?
HMW make the onboarding process feel less like a chore and more like an opportunity to learn and explore the application?
explorations
Our product team dived deep into al the possible solutions and features we could add to make our application's onboarding more seamless and understanble.
#1: Progess Metric
Use a progress bar to show users how far they have progressed through the onboarding flow, giving them a clear sense of their progress and how much further they have to go.
Allow users to skip certain steps if they feel they are already familiar with a particular feature or aspect of the application, providing a more flexible onboarding experience.
#2: Guide for users
Use pop-up windows or a panel to offer explanations or tips as users move through the onboarding flow, providing context and guidance where needed.
During the discover stage, by clearly analyzing user sessions and coonducting surveys we understood that users faced a lot of problems of not having a structured explanation to guide them along the onboarding process. Moreover, we want to make this onboarding as simplified as possible by limiting tech-savy terms.
#3: Support
Provide support options such as a help center or chatbot, allowing users to get help or answers to their questions if they become stuck or confused during the onboarding process.
solution
Final Outcome
Each highlight captures an aspect of the new Onboarding experience. It calls out which design goal it adheres to, what user scenario or problem its solving and what the solution is.
design goal: simplicity
Great Gamification
user scenario
Before, the onboarding process was dry and boring, and users might have lost interest or become frustrated.
solution
By adding gamification, such as a splash screen for completing certain steps, users can feel a sense of accomplishment and engagement as they complete the onboarding process.
design goal: feasible
Purposeful Progress Indicators
user scenario
Before, users might not have known how far they were in the onboarding process or how much longer it would take.
solution
By adding clear progress indicators, such as a progress bar or checklist, users can easily see how far they are in the process and how much longer it will take to complete.
design goal: understandable
Insightful Interactive Tutorials
user scenario
Before, users might have struggled to understand how to use the application's features, leading to frustration and poor engagement.
solution
By adding interactive tutorials, such as videos and step-by-step guides, users can learn how to use the features more effectively and efficiently.
impact & final outcomes
Post the successful revamp of Economize.cloud's user onboarding flow, there were significant improvements in user engagement and retention rates, resulting in increased revenue and positive customer feedback. The redesign addressed the issues with the previous onboarding process, making it more user-friendly and effective.
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