To better understand the challenges of user on-boarding, I conducted 10 in-depth user interviews individually, and 3 of our designers begin exploring the problems by going through all the user interactions within the app, creating empathy and journey maps together to get a better understanding of the experience.
Step 2 Define
User pain points
- There were redundant and repetitive steps in completing the on-boarding flow.
- Users had to pick 5 topics and 5 hashtags, and they could not skip it.
- Users could not go back and did not understand where to revise personal information.
Product Strategies
Provide progressive profiling strategy and prioritize two requirements considering the impact.
Reduce friction in account creation: combine previous step 4 (select categories) and step 5 (select hashtags) into one step.
Request only the most important and necessary information: enable auto complete in user name and get rid of email input.
Step 3 Develop
Based on product strategies, we came up with two interactive prototypes and tested out with 22 users through face to face user interviews.
Step 4 Deliver
User Test
In-person User Feedback for S1
“Why do bubbles come in different sizes? I would like to click the big bubbles first”
“If I have signed in with Google/Facebook, should my personal information be autofilled?“
NPS survey for S1
We had 4 people click 1 score (3 stakeholder, 1 user) for the first prototype. The idea is likely a bit controversial, so people either love it or hate it.
In-person User Feedback for S2
“Very brief and easy to understand”
“I might not scroll all the way down the list"
NPS survey for S2
For prototype 2, user satisfaction increased because it is smooth and short, and it is the most popular from the users’ perspectives.
Design Decision
We selected the prototype 2 as the final prototype to iterate because of following reason:
- It is very brief and easy to understand for first-time users.
- Users love to see all hashtags sorted according to big topics fitting onto one page.
- It was feasible to launch on time.
UI Exploration
Final Release
