Date
April - June 2021
Company
Peoople App
Peoople is the social-commerce to discover the best recommendations of restaurants, books, movies, series and much more thanks to your friends and favourite Influencers.
Role
Lead Product Designer
What was the challenge?
We need to redefine the Onboarding process of the app in order to improve retention metrics and minimise the churn rate during the first two weeks of use.
What was the role in this project?
The Design Team, together with the Growth Team and a Data Scientist, was in charge of detecting the weaknesses of the current Onboarding flow through user interviews and usability tests.
Also, in collaboration with Project Managers, we needed to come up with a new Onboarding flow that met the retention KPIs from strategic planning to launch. Finally, I was in charge of designing the user experience of the entire process.
What did we do?
We came up to the conclusion that, first, it was necessary to build an Onboarding process that enhanced even more the storytelling of the value proposition of the app, and second, we needed to implement a more instructive flow based on “learning by doing”. The experience should guide the user through the main functionalities of the app by interacting with them in order to help us to tell the story in a more natural way.
The Payoff
We designed a refined and entertaining Onboarding process, which placed more emphasis on the educational factor, and in which the user would learn to use the app through the execution of actions. We separated it into three phases:
Sign Up. In this step we had constrains such as the verification e-mail account and we need to adking the users for their age and gender for Marketing Campaign segmentation purpose.
Set Up. A quick process with a double target: know the interest of the user in a very precise way in order to personalize thei experience to the fullest, and fulfill and educational function in order to show the user which is the value proposition of the app.
Walkthrough. A guide through tooltips and badges that explain how very specific features works and, also, trace a patch of next steps.
