OVERVIEW
As an intern at Listee, I was tasked with improving our activation rate. Alongside my teammates, we redesigned Listee's onboarding flow to reduce completion time by ~60%.
TEAM
I worked on this project with Andrew, Marco, Ben and Alle. I created the wireflows, hi-fi mockups and conducted user testing. Andrew helped with designing assets. Marco, Ben and Alle helped with development.
PROBLEM
Listee, an early-stage SaaS product, sought to increase its activation rate. We define activation as a user receiving or creating an order. To investigate the cause behind low activation, I created a conversion funnel to identify our biggest bottleneck, identifying that business registration and menu creation stages had the highest drop-off.
After analysing our product and conducting user research, we discovered the drop-off was due to our onboarding experience.
I created several assumptions to explain the low onboarding completion rate:
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UI issues with the onboarding experience
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The length of the onboarding form
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Users don't understand Listee's unique value proposition as it's often compared to popular Indonesian e-commerce marketplaces
SOLUTION:
How might we reduce drop-off in business created and menu item created stages?
I started by creating wireflows on Whimiscal to get input from engineers. Through our discussions, we were able to significantly reduce the number of fields in the onboarding process and decide on a OTP flow which would be intutitive for our market of WhatsApp users.
After building wireflows, I created hi-fi mockups. Through the design, it was highest priority to:
1) Communicate value proposition of product
Why?
Throughout a user's experience with Listee, the "Aha" moment only appeared only when a user begins using our core modules, which are relatively difficult to learn. Because Listee is a complex product, it's important to create several "Aha" moments throughout the user's experience and introduce them during onboarding.
How?
We created a combination of static and dynamic images to communicate Listee's value proposition as a simple tool which captures a small business' end-to-end processes. We built a dynamic store screen to demonstrate Listee's key value-add: The ability to create a delightful purchasing experience for our user's customers.
2) Reduce onboarding form fields
Why?
Several qualitative user interviews conducted by the business development team revealed users had trouble understanding Listee as a product, and sought to skip onboarding and interact with the dashboard. Moreover, users experienced significant friction during the onboarding experience due to the volume of lengthy and required fields.
How?
We eliminated form fields significantly to reduce completion time by ~60%. We significantly reduced biographical fields, but still encouraged users to input menu items and set delivery addresses. It was important to teach users about Listee's core modules in an interactive and simple way prior to entering the dashboard, where modules were higher effort to learn.
3) Make the experience mobile friendly
Why?
Lastly, it was critical to make the experience mobile-friendly. Listee's main acquisition channel is Instagram. A large percentage of new users were arriving through Instagram and therefore interacting with Listee on mobile. Moreover, our target market was mainly operating their businesses on mobile.
How?
Thankfully, it was relatively low effort to adapt the desktop onboarding form to a mobile view. The form fields and flows built on mobile is identical to desktop, without the static and dynamic image assets.
After creating hi-fis, we tested our designs. The next iterations of the designs polished copy and UI. We wanted to quantitatively gauge how much users understood Listee's value proposition.
We asked users:
1) On a scale of 1-10, how excited they were to start using Listee
Mean Score: 9.0
2) On a scale of 1-10, how much they understood about Listee's main features?
Mean Score: 8.5
Although the sample size of users was small, we still saw an improvement in usability and communication of Listee's value proposition.
