Behavioral wellness onboarding flow increased adoption by 30%

Overview

Project Phases

Design Sprint

RESEARCH

Takeaways

Uncovered a diverse group of onboarding inspirations designed for user needs

Accelerated process by starting with existing, well-designed flows

Methodology

Facilitated workshop where teammates found and presented compelling onboarding flows they’ve seen

Plotted each in a Miro board so each flow could be evaluated and voted on

Team of 20 from design, development, marketing, and product

COLLABORATION

Takeaways

Used Noom as a baseline since it asks for small effort for immediate results and behavioral psychology to motivate users

Methodology

Determined which elements were the most effective and how they could be used in a personal finance app

Sketched and wireframed in teams to create new flows to discuss and vote on

CONCEPT DESIGN

Takeaways

Iterated to a prototype that collected small bits of information to give users insights on their retirement, emergency savings, and future purchases

Methodology

Conducted two rounds of testing with the team to quickly get feedback from advisors on each concept

Improved each design based on feedback after each round

n = 6, unmoderated tests via UserTesting

Concept Testing

Advisors saw the value in using the tool for prospecting and having a high-touch way to guide new clients through a tough process

End users loved that the tool could solve an immediate need and saved their information to continue planning with them- a feature not offered by other services they’ve used

Methodology

Crafted a guide for more robust concept testing to determine if the onboarding provided value for two audiences:

Advisors- does the portal represent them well & does it fit with their way of starting the planning process?

3 rounds, n = 18, moderated and unmoderated testing via UserTesting

End Users- is the portal interesting enough to catch their attention and valuable enough for them to continue engaging with it?

3 rounds, n = 25, moderated and unmoderated testing via UserTesting

Onboarding Flow Impact

Increased new portal users by 30%

Replaced a long, highly abandoned process with a simple, engaging experience focused on user needs

Managed design process that took a need to a prototype in 1 week

Introduced the sensitive yet highly beneficial topic of behavioral finance in the portal