Onboarding Redesign
Problem: Users are not completing onboarding.
This initial onboarding flow was designed in 2016, and was originally aimed to increase user's first engagement in the product. We saw in our cohort data, that users who booked sooner, tended to stayed longer, so having them engage in the browsing experience right away would hopefully encourage bookings.
What was wrong with the original design? Our data said that users were not completing any of the steps. Since this flow is presented in a modal, we concurred users might think the modal was a pop up after finishing their subscription process. I think after completing all sign up/subscription steps, it would be a lot to ask for a user to complete another 5 step process, even though this one sets up all their profile preferences! As new features rolled out, it became apparent that we needed users to at least complete their child's name and birthday. This info was used to start recommending proper suggestions and get the user excited to use our product. So we decided to redesign.
This initial onboarding flow was designed in 2016, and was originally aimed to increase user's first engagement in the product. We saw in our cohort data, that users who booked sooner, tended to stayed longer, so having them engage in the browsing experience right away would hopefully encourage bookings.
What was wrong with the original design? Our data said that users were not completing any of the steps. Since this flow is presented in a modal, we concurred users might think the modal was a pop up after finishing their subscription process. I think after completing all sign up/subscription steps, it would be a lot to ask for a user to complete another 5 step process, even though this one sets up all their profile preferences! As new features rolled out, it became apparent that we needed users to at least complete their child's name and birthday. This info was used to start recommending proper suggestions and get the user excited to use our product. So we decided to redesign.
We included the steps above to help the user set up their first browsing experience. After clicking Finish, each preference selected became a saved filter on the activity results page.
What should be included in the next version? After evaluating a few relevant onboarding flows, we identified our most needed steps and got rid of the others. We decided our gift a friend program, that has been doing great, should be included it in this feature as well, along with Step 1: setting up the user's child info in order to utilize the recommendations feature.
What should be included in the next version? After evaluating a few relevant onboarding flows, we identified our most needed steps and got rid of the others. We decided our gift a friend program, that has been doing great, should be included it in this feature as well, along with Step 1: setting up the user's child info in order to utilize the recommendations feature.
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We improved this flow not only by using a dedicated page, but also by decreasing the number of steps for the user to experience from 5 clicks to 2. This is important also because they have just finished the subscription process and may be fatigued.
Result | Child's info input increased by 20%. This means we are now able to use the child's data in our recommendations feature, and show relevant activities to help the user engage in our product.
