THE PROBLEM
The onboarding flow was a one-size-fits-all experience built for no one in particular. Internal data and past research pointed to three failure points:
PROBLEM 1
Low return rate among new users after registration.
PROBLEM 2
New users felt lost and overwhelmed on the homepage.
PROBLEM 3
Users could not figure out how to get started
RESEARCH GOAL
Build an inclusive onboarding experience for different user profiles.
METHODOLOGY
Research in the entire design thinking process, three distinct phases:
STAGE 1 — AGGREGATE & RESYNTHESIZE
Resynthesised existing user pain points from internal data and past research studies.
STAGE 2 — COLLABORATION WORKSHOPS
Alignment and ideation workshops with PMs and PDs to come up with one winning idea.
STAGE 3 — USABILITY TESTING (PROTOTYPE)
Tested the idea (using prototype) with non-tech-savvy users and the elderly.
IMPACT
Unfortunately, the idea did not generate any meaningful outcome for the new users. The decision to park the solution was itself the outcome, where the research prevented sunk cost on further development.