Enhancing the Onboarding Experience for a Kids' Meditation App
Background
The Kids' Meditation App aims to create a calm and focused mindset in children through engaging meditative content. Recognizing the importance of first impressions and a smooth user journey, we embarked on redesigning the onboarding and content exploration experience. This case study outlines the journey from identifying user pain points to implementing effective solutions that align with our project objectives.
Role:
Lead Product Designer
Responsibility:
Product design, user research, UX/UI
YEAR:
Fall 2023 - Spring 2024
Ownership:
Good Luck Yogi LLC
Project Challenge
The existing onboarding process was cluttered with excessive content, causing users to feel overwhelmed and frustrated. The goal was to streamline this experience, making it more user-friendly and efficient while also promoting free trial sign-ups and yearly memberships.
Defining project strategy
and business goals
After several meetings with stakeholders and the CEO, we defined the primary objective of this redesign: to enhance the onboarding user experience and boost customer acquisition.
Our design goal is to create a straightforward and user-friendly onboarding process that encourages new users to engage with the app and subscribe to the paid membership.
Design audit
I conducted a UX audit and found these issues:
1. Onboarding Flow Length. The onboarding process consists of 12 screens, making it excessively long and overwhelming for users.
2. Information Overload. The onboarding provides too much information, which can be overwhelming and deter users from completing the process.
3. Meditation Goal Questionnaire. The questionnaire about the user's meditation goals serves no purpose as it does not collect any data to personalize the user experience.
4. The app tutorial is too lengthy and lacks intuitive guidance, potentially causing user frustration and disengagement.
5. Sign-Up Page Design. The alternative sign-up method buttons resemble form fields, leading to confusion during the sign-up process.
Business objectives
Increase the number of users signing up for the app, including free trials.
Encourage more users to commit to yearly memberships.
Boost overall user acquisition by 60%.
User Research Results
The user persona for the app's onboarding process is a parent or caregiver. To gather feedback, I conducted interviews and usability testing with ten parents, resulting in the following insights:
Users desire a quick and easy onboarding process.
Users prefer clear, concise information with minimal content and steps.
Simplified membership options and transparent pricing are crucial.
Readability and relevant content are key to user decision-making.
Streamlining the process for users
After analyzing the current onboarding experience, I identified numerous unnecessary steps that do not serve the user journey, along with an overload of non-essential content. To streamline the onboarding process and improve user engagement, I redefined the user journey by removing extraneous steps such as the app tutorial and the questionnaire, which were not effectively contributing to personalized content on the homepage. This approach allows users to quickly start experiencing the app, rather than spending excessive time on the onboarding process.
Solutions
Sign up experience
For the "Create an Account" page, I focused on creating an engaging and intuitive user experience. The design includes the following key elements:
Compelling Headline: A strong and inviting headline to capture user interest and clearly convey the purpose of the page.
Engaging Copy: Clear, benefit-driven copy that highlights what this app is offering, encouraging users to proceed with account creation.
Clear Call-to-Action (CTA) Button: A prominent and easily identifiable CTA button that guides users through the account creation process, ensuring a smooth and straightforward experience.
These design choices work together to create a signup page that is not only visually appealing but also highly functional, encouraging users to quickly and effortlessly create an account.
By incorporating secondary signup options, we enhance convenience, reduce friction, and encourage more users to complete the registration process, ultimately increasing user acquisition and engagement.
Login experience
The login page features the main form fields for user credentials, while allowing seamless switching between login and signup forms. This design ensures both new and existing users can easily find the login option when on the signup page, and vice versa, providing a smooth navigation experience.
Key design elements include:
Toggle Between Login and Signup: Users can effortlessly switch between the login and signup forms, ensuring they can quickly find and access the correct form based on their needs.
Secondary LogIn options integration: Users can log in or sign up using their Apple or Google accounts, streamlining the process and reducing friction.
By incorporating these elements, the login and signup experience is made more user-friendly, accommodating both new and returning users with ease and efficiency.
Redesigned Membership page
To facilitate a seamless decision-making process for users, I streamlined the subscription options by removing unnecessary elements and content, ensuring a simple and clear presentation. Key enhancements include:
Clear Subscription Options: The subscription choices are presented in a straightforward manner, eliminating any clutter that could confuse users.
Free Trial Highlight: Emphasized the availability of a 7-day free trial, allowing users to explore the app's features and benefits without immediate financial commitment.
Highlighted Yearly Subscription: The most popular "Yearly Subscription" option is prominently highlighted and pre-selected by default. This approach showcases the cost-saving benefits of the yearly plan, encouraging users to choose this option by demonstrating the long-term value and savings they can achieve.
By making these adjustments, the subscription process becomes more user-friendly and transparent, ultimately driving higher conversion rates and promoting long-term user commitment.
The Solution
To address the inefficiencies identified in the existing onboarding process, I designed a streamlined onboarding experience focused on core steps that provide clarity and ease of use. The revised process includes:
Account Creation: A simplified step for users to create an account quickly and effortlessly.
Terms and Conditions: A straightforward process for agreeing to terms and conditions, ensuring compliance while minimizing user effort.
Membership Page: A clear and intuitive membership page that outlines subscription options, including a recommended plan to assist users in making informed decisions.
This new onboarding experience prioritizes user engagement by reducing complexity and enabling users to begin experiencing the app's value without unnecessary delays. By focusing on these essential steps, we aim to improve user satisfaction and increase subscription rates.
Next Steps
The product is currently in the implementation phase and is set to launch in a few months. We have established analytics to measure the success of the new onboarding flow and designs.
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