Using data to drive design decisions that directly address business goals.
Sensai is a social media marketing SaaS startup looking to help small businesses and solopreneurs increase digital followings and brand awareness through their social media marketing efforts.
After the launch of our MVP, we set a company-wide OKR focused on improving the new user experience and increasing stickiness in the application. I decided to take a detailed look at our in-product onboarding flow. In analyzing the onboarding flow data, I was able to identify a disappointing 86% drop-off before completion. I set about redesigning our onboarding flow to increase conversion rate and stickiness.
HIGH LEVEL TIMELINE
3 Months to increase customer onboarding completion.
MAKE OF THE TEAM
1 Product Designer
+ 3 Developers
+ 2 Data Scientists
I led on defining the target user, wireframing, prototyping, and usability testing.
Redesign the onboarding process to increase completion.
The beta product had an onboarding flow with 9 screens of forms for the user to fill out. While this accurately supported the operation of the tool, it was a friction point for new user acquisition.
The onboarding included two major groups of questions:
six account setup questions
and three survey questions
To run the application, the account setup questions were necessary. For users to receive personalized guidance for their social content, the algorithm survey questions were necessary. Because of these two necessities, I was blocked on how to move forward with a redesign.
Where to start?
To better inform my design process, I wanted to understand exactly where in the onboarding flow we were losing potential customers.
Working initially in SQL and later with my data science team, I set up a tableau dashboard to track onboarding completion in real-time. What this data showed me is that the AI survey questions were causing an increase in drop-off rate.
I set out to redesign the onboarding and setup flow, and find a solution that would allow a first time user to create an account, personalize their social guidance through answering the survey questions, and see the overall value in the platform.
Incoming new requirements
Just when the redesign was coming together, internal stakeholders introduced new requirements for the onboarding experience.
My Chief Marketing Officer needed support for marketing segmentation from the tool’s onboarding. This means more survey questions. And more questions means more potential friction.
Increasing requirements midway through a design process can be super challenging. But in this case, I seized this opportunity to refocus on the entire onboarding flow, and ultimately this led to my proposed solution.
TITLE OF THE CALLOUT BLOCK
Give the people what they want
To create the best user experience I opened the gates earlier and allowed new users to play in our tool before committing.
My solution removed the survey questions from the setup flow entirely. This allows the user to experience the platform and better understand the product offering earlier in the process. Then when satisfied with the product, the user can invest further and personalize their social guidance by completing the survey questions.
26% increase in onboarding completion
Implementation of these changes resulted in a 26% increase in overall onboarding completions. This means that our new-to-market social marketing tool was getting more users into the platform.
30% increase in survey completion
In turn, the completion rate on the survey questions saw an increase of nearly 30%, indicating the new users were interested in personalizing their content and getting more from Sensai.