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With low signup/install rates as the backdrop, the primary aim of this project is to simplify, improve, and redesign the existing signup/login system, onboarding experience, and main feed screen. The goal is to create a more user-friendly signup process and engaging experience that will also encourage user retention.
Through user feedback, interviews, observational tests and analyzing data, my role is to find the solutions that will bring the app back to life.
The present analytical data revealed low signup/install rates. To address this issue, I chose to conduct surveys and observational tests to discover what makes people abandon the signup.
Analytics & Feedback:
25% signup/install rate.
22% of abandon rates are in the OTP stage.
Technical and design limitations that forced compromises at the time.
Observational Tests:
3/4 felt the signup is too long.
1/5 got confused with login/signup buttons.
Some people said they don't know if the app is worth the long signup process.
Surveys:
84% said the signup is too long.
88% said they would want to see and discover content easier.
26% abandoned because of OTP.
64% said the instructions weren't prominent/clear enough.
69% didn't feel fully comfortable to enter both email and phone.
The general goal of this project is to simplify, improve and refresh the current signup/login system, overcome and eliminate certain barriers and make the onboarding process easier, fun and engaging. Through user feedback, interviews, observational usability testing, analytical data and known issues, I was able to determine key pain points and flaws.
In order to deal with this and fully grasp the flaws of the flow, I'll choose to use the journey mapping method which will help me reveal the expectations and emotions of the users when they try to signup, and detect potential opportunities for improvements.
When reaching the feed, users expected content or suggestions but found an "empty party" instead. In order to enhance the experience and create excitement, the app will require a major makeover.
The new opportunities I discovered will help me to start and create a set of solutions to improve the signup/login and onboarding experience for Mykey users. These solutions are designed to remove barriers, improve functionality and trust, and provide a more personalized experience, making it easier to hop into the platform.
Remove Barriers - Easy Landing
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Upon entering the app, users are not overwhelmed with obligatory requirements. This allows them to onboard more swiftly, granting them quicker access to the news feed and main screens without the need to input any personal information yet.
Ask Interests on Start - No More “Empty Party”
Incorporating questions about users' interests during the onboarding process has eliminated the "empty party" effect, and added a sense of personalization. Consequently, when a user first accesses the feed, they can instantly view personalized content and recommendations that align with their interests. This has resulted in enhanced user engagement and retention.
Glass Window - Free Browse Until Action
Once users have selected their interests, they may proceed to the news feed and browse the application freely until they wish to perform an action that necessitates personal information. At this point, they will be prompted to join the community. This approach helps to shift users' focus away from the sign-up process and towards completing their intended action, while also building trust by allowing them to explore the application before committing personal details.
Posts Ranking System
The Posts Ranking System solution involves implementing an algorithm that ranks posts in the user's feed based on their relevance and engagement. This will improve the overall user experience by providing them with content that is more likely to be of interest to them, thereby increasing engagement and retention.
Embracing Imagery & Israeli Authentic Concept
To make the app more engaging and user-friendly, we propose the solution of embracing imagery and emotional concept. By incorporating more visually appealing images and graphics, we can create a more immersive experience for users. Additionally, the use of emotional concept can help users connect with the content on a deeper level and encourage them to engage with the app more frequently. This solution aims to enhance the overall user experience and increase user retention.
Minimize Amount of Inputs & Personal Information Required
The solution to minimize the amount of personal inputs required involves reducing the number of mandatory fields during the sign-up process. This can help to streamline the registration process and make it less intimidating for new users who may be hesitant to provide too much personal information upfront.
Friendlier, Down-to-Earth Terminology
To make the app more user-friendly, I suggest using friendlier and down-to-earth language that is easier for all users to understand. This can create a more welcoming and comfortable atmosphere for users, ultimately improving user engagement and retention.
Improve functionality (especially OTP)
More Specified Notifications
Prominent 'Create a Post'
Recommend People and/or Pages + External Sharing
In conclusion, I am pleased with the solutions that were implemented to enhance the user experience of Mykey. The project taught me the significance of the onboarding process, and the need for a clear, easy and compelling design. I am optimistic that the modifications will result in Mykey being a more engaging and inclusive platform for users to express their opinions without any hesitation and I am excited to see how these changes will impact the user experience and the platform's success in the future.
25% signup/install rate.
12% of signup abandonments are at the OTP stage.
New onboarding experience.
Redesign of initial journey up to the main feed.
Personalized & user-friendly experience.
Enhance user retention and product loyalty.
4/5 felt the signup was long.
1 person got confused with login/signup buttons.
2/5 were hesitant before entering both email and phone.
OTP doesn't fit industry standards - No SMS Retriever (Auto-paste code).
Instructions are small - People squinted their eyes/got phone closer.
People felt disappointed when they reached the feed. Lack of content discovery.
I'll choose to use a journey mapping method which will help me reveal the expectations and emotions of the users when they try to signup, and detect potential opportunities for improvements.
The new opportunities I discovered will help me to start and create a set of solutions to improve the signup/login and onboarding experience for Mykey users. These solutions are designed to remove barriers, improve functionality and trust, and provide a more personalized experience, making it easier to hop into the platform.
Ask Interests on Start - No More “Empty Party”
Asking users about their interests during the onboarding process has eliminated the "empty party" effect, and added a sense of personalization to the users. Now, they can view recommended content that fits their interests.
Glass Window - Free Browse Pre-Singup
Once users have selected their interests, they can proceed to the news feed and browse the application freely until they wish to perform an action that requires personal information. At this point, they will be prompted to join the community. This way, we make users want to signup, by using the action as goal, and building trust by allowing them to explore the application before singing up.
Posts Ranking System
The Posts Ranking System solution involves implementing an algorithm that ranks posts in the user's feed based on their relevance and engagement. This will improve the overall user experience by providing them with content that is more likely to be of interest to them, thereby increasing engagement and retention.
Minimize Amount of Inputs & Personal Information Required
The solution to minimize the amount of personal inputs required involves reducing the number of mandatory fields during the sign-up process. This can help to streamline the registration process and make it less intimidating for new users who may be hesitant to provide too much personal information upfront.
Friendlier, Down-to-Earth Terminology
To make the app more user-friendly, I suggest using friendlier and down-to-earth language that is easier for all users to understand. This can create a more welcoming and comfortable atmosphere for users, ultimately improving user engagement and retention.
Improve functionality (especially OTP)
More Specified Notifications
Prominent 'Create a Post'
Recommend People and/or Pages + External Sharing
In conclusion, I am pleased with the solutions that were implemented to enhance the user experience of Mykey. The project taught me the significance of the onboarding process, and I got to practice animation design. I am optimistic that the modifications will impact the user experience and the platform's success in the future.