Loop Onboarding
Onboard customers efficient and successful
OVERVIEW
The goal of this project is to improve the onboarding process and increase the conversion rate.
ROLE
UX/UI design
LAUNCH
Aug 2021
Onboarding Problem
How can we make new users successful and motivated?
The current onboarding process is hard to motivate new users to take our services. In order to get new users set up efficiently and confidently, Loop needed a new onboarding process that could connect with product value and user need.
Understand & assess
IDEATE & COLLABORATE
TEST & ITERATE
Gather insights from data analysis and design audit. Document problems in the current onboarding flow.
Prioritize most valuable use cases and redesign the onboarding flow. Incorporate ideas from different departments.
Gather feedback from incoming data and user survey. Iterate on design concepts.
understand & assess
Onboarding failed to connect product value and user need.
We did design audit to evaluate current onboarding process. Reviewed the data on the drop-off rate during the registration process, and dig into analytics.
DATA ANALYSIS
DESIGN AUDIT
WORK WITH THE CLINICAL TEAM
High Drop-off rate
Welcome > Reg (58%) = most likely not high-intent users
Goal Setting > App (15%) = payoff unclear
Reg > Profile (13%) = payoff unclear
Some important parts are missing
After doing the design audit, we found that the onboarding education and notification alert were missing in the current flow.
"need to find the right track"
Loop clinical team shared their feedback that users need to find the right track for them as early as possible.
LEARN FROM
Competitive analysis
We did competitor analysis to learn what other products are offering to users during onboarding. We picked products that target on health, individual development, personal services, such as Headspace, Flo, Noom, Stich Fix, Intuit, Turbo tax, Lasting, and Fomula.
Opportunities:
1. Most apps are giving personalized suggestions.
2. Try to guide users to the services.
3. Be lite in general (do have exceptions).
4. Be conversational and engaging.
Key Insights
Overwhelming setup
Unclear value
Feeling tedious
The registration section is losing most of potential users. The setup process needs to be shortened.
Loop doesn't deliver enough value to user and users are not sure what they can get from the app.
The current onboarding process is not attractive and engaging.
No notification alert
Insufficient education
Hard to scale
The core value of Loop is based on the live service so it's important to remind users when loop's live.
Loop has FTU education when users start using the app but there is no education during the onboarding.
According to the business strategy, Loop will move to member-only model and monetization will be added.
What are high-intent user's goals?
What is Loop's goals?
Make their lives easier
Grab the most suitable plan
Start easily and quickly
Build trust
Engage new users
Quickly teach users how to use
MAKE PLAN
Incremental wins
Rather than tackle all these problems at once, we grouped them into phases. Each phase could be built independently and deliver value to our users. We focused on user setup and education first because it would have the biggest impact on our users and team.
authorization
user set up
engagement
education
Phone auth
Apple auth
Name and email set up
Confirm birthday (18+)
Create profile
Recommendation
Reinforce notification
Subscribe membership
Onboarding education
Welcome program
Welcome email
Onboarding Goal
How might we quickly get high-intent users into the right Loop program?
We decided to focus on high-intent users and quickly get them into the right Skill program for them to start with. With this iteration, we also wanted to make onboarding an enjoyable user experience, not something tedious.
challenge 1
Deliver accurate value via onboarding
For users who have high-intent to cope with their anxiety, they want to know what Loop can benefit them. To address their need, we should be able to deliver and set accurate value for users, which can help user find the right track to start with.
solution
Assessment and personalized recommendation
Collaborate with the clinical team to provide mental health assessment for users to understand their anxiety level and link the result with our programs.
design
Design principle of each step in the assessment
Make sure the product goal and user intention at each phase.
question
How to design a long assessment to make it less bothersome?
We worked with the clinical team to get the clinical-based content including 4 parts.
design
1. Be conversational to increase engagement.
2. Give timely response after finishing each part.
question
How to better embed assessment in the whole onboarding process?
Need to avoid the whole onboarding to be too heavy.
system thinking
Being skippable to make it lite
When users finish the first Anxiety section, they can skip the rest of it. For users, they can save efforts and still get some knowledge of their anxiety level. For the team, we can still collect data.
challenge 2
Lighten the setup process
Based on the data we have, Loop had the highest drop-off rate on the profile setup page.
Exploration
- How much control user should have for setup?
- Should setup be linear or flexible?
During the setup process, firstly, users are supposed to register and provide name, contact information, and acknowledge terms. Secondly, user need to set up the profile with user name, avatar, pronoun, and birthday. To lighten the setup process, I used a spectrum and went from user take full control to user take no control.
design
Only asking necessary information during onboarding
Shorten the profile setup from 4 steps to 2 steps.
design
Delay profile setup: get more context before setup
Provide more context and value for users before asking them to make commitment.
challenge 3
Highlight push-notification settings
The core service of Loop is providing live sessions that teach skills to cope with anxiety and our goal is encourage users to join more live sessions. Therefore, the challenge here is how to guide users to the live sessions during the onboarding.
Exploration
Explore the spectrum from passive to aggressive
Since the major part of user experience is based on the live session, it's important to notify users when a loop is live.
design
Reinforce notification alert
From the user experience standpoint, the notification alert should not be mandatory. Adding the customization can increase the possibility of turning on the push-notification.
DESIGN WALKTHROUGH
New Onboarding
The new onboarding puts more efforts on connecting product value and user needs. It can help high-intent users efficiently learn the benefit of Loop and find the right track that they need. The main improvement includes:
1. New Mental health status check-in
2. Updated setup process
3. Updated notification alert system
Authorization
Update
Lite setup
Problem solved:
Shorten the setup process to get users quickly onboard.
Keep it visually attractive to increase engagement.
Update
Mental health
check-in
Problem solved:
Help high-intent users to find the right track efficiently.
Address the need of understanding self mental health status.
Increase the in-app engagement.
Update
Notification alert
Problem solved:
Being able to reinforce notification by providing personalized options. Meanwhile, manage to deliver the product value.
