Web & Mobile application

ONBOARDING

Conversion rate increased by +40.5%
My Role:  Product Manager, UX Designer

BACKGROUND

Bring your two homes together - homeis is a worldwide platform for immigrants. It is designed to address all their needs, so they can feel at home wherever they are.

Onboarding is the first interaction with the potential users, therefore it is such an important process of user experience.
This first interaction will generate emotions and create expectations that can determine the users' willingness to commit to the product.

The existing onboarding wasn't satisfying, user feedback and data suggested a profound improvement to be made.

THE CHALLENGE

  • ​​To Increase the conversion rate for sign-up

  • Understanding user concerns and needs for each community based on cultural beliefs and social status

  • Showcase the apps’ benefits 

  • Being safe and trustworthy, for immigrants to provide personal contact information

THE PROCESS

DATA ANALYSIS

I examined the data on the existing onboarding, and a sharp drop could be seen between specific screens.
I knew that to make a significant improvement, I needed a real and deep understanding of our users.

Some screens contain questions that can be seen as intrusive for immigrants, a population less cooperative with supplying personal information online.

OLD ONBOARDING

Click the arrows  < >  to see the old onboarding process

Intro 1
Intro 2
Intro 3
Intro 4
Sign up
Profile
Details
Friends
Topics
Welcome

USER JOURNEY MAP 

MAIN POINTS:

 

  • Meeting points with the user

  • Steps of the process

  • Thoughts & Feelings graph

  • Emotional mapping

 

After writing and understanding these points, the opportunities could be clearly seen.

THE OUTCOME

INTRO

  • Refined and reduced the animations to 3 screens

  • Automatically move to the next screen without a click on the button

6.75% Increase in transfer to the next step 

74%

Old onboarding

79%

New onboarding

FIND YOUR COMMUNITY

  • Changed the order of the screens - First finding your community before signing up

  • Emphasis the value of the app before asking to provide personal data. "Let's find your community”

  • Onboarding will start in the user's device language with an option to change it

  • Added tooltips 

  • Users from a targeted marketing campaign received a relevant preset in the “country” field

  • Flag icons in the country search tab - easier to identify and increase the sense of connection

SIGN UP

  • Created a high sense of belonging: "Join 33,252 Israelis in the USA

  • Added a fast registration on IOS devices with Apple ID

  • Made it clear that info is not being shared with any other party, emphasized our privacy policy, Term & Condition - and summarized them

16% Increase in Sign up ratio   

Old onboarding

New onboarding

PROFILE

  • Progress bar

  • Animation to "upload picture" 

  • Reaction to upload pic "wow"

  • Logic - The ten most popular cities for each nationality are shown first

  • Removed questions that came up in the study as intrusive, and were of less value at this point - to a later stage in the app

52% Increase in upload picture 

24.62.%

Old onboarding

37.43%

New onboarding

TOPICS

  • Changed the pictures to icons for a more clean and universal design

  • Topics selection - personal feed and suggestions according to the user's preference

IN CONCLUSION

The total conversion rate increased by 40.5%, the average time to convert decreased by 1.2 min (from 4.2 to 3). Data analysis never ends, and daily I would look at several dashboards that I have built:
Daily, monthly, quarterly onboarding. Organic and non-organic, break down by community, gender, models, web-mobile, Android-IOS, login forms, alerts, failures, time to convert, and more.

All of these helped me learn as much as possible, improve and grow.

40.5% increase in total Conversion Rate 

42%

80%

53%

Old onboarding

59%

67%

89%

New onboarding

THE FLOW

invision flow - onboarding.png

For the real and full experience,

Download App or Visit Website

FRIENDS

  • Upgraded the logic of friend suggestions: first include active users, recently seen, with a profile picture, 50% women 50% men

  • Limit the suggested friend's list to 24 instead of 70. By improving the quality, the number of suggestions was slightly smaller but much more relevant, and the duration to the next stage decreased by 66%

ENABLE NOTIFICATION

  • Changed the animation and micro-copy

  • Emphasized the confirm button which led to a significant improvement in confirmations

Tipping Point  - Since the change, more notification approval than blocks

It's really the end. Thank you for stopping by ©Shiran Ronen | 2021 

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