Onboarding Redesign
OFN is an app that partners with top European coaches to provide high-quality football education, aiming to help young players improve their skills and reach their full potential. The goal of this project was to redesign the onboarding process to improve the onboarding experience and increase user retention.
My Role: Solo designer
Timeline: Feb 2024 - Mar 2024
01
Problem Statement
Given the OFN app's struggles in attracting and retaining users, I proposed a redesign of the onboarding experience. My research indicated a direct correlation: a robust app onboarding journey leads to satisfied users, resulting in improved retention rates and increased organic app downloads through recommendations. Effective onboarding can elevate retention rates by up to 50%, a crucial factor considering that 25% of users abandon an app after a single use.
02
Research
I began my research by examining the onboarding experiences of top-rated apps like Headspace and Duolingo. Drawing inspiration from their successful approaches, I identified several key insights to inform my design process:
Simplify the user experience.
Showcase product value effectively, potentially through the use of testimonials.
Personalize the experience for each user.
Educate users about important features using contextual instructions.
Incorporate success states, such as celebration screens, to build positive emotional connections.
Provide a summary of the onboarding journey.
Offer users a quick win by suggesting tailored program options.
Include a "Skip All" option for users familiar with the app or those who prefer to bypass onboarding.
These insights heavily influenced the design approach. While not all were implemented, the solution focused on customizing onboarding experiences for different user types (players, coaches, parents), minimizing friction, offering quick-start options, and celebrating user progress with success screens.
03
Concept Development
The goal of the onboarding concept was to develop a streamlined interaction flow with explicit cues, enabling effective marketing analysis, fostering personalized experiences, and ultimately enhancing user retention rates. Below are the screens for initiating the onboarding process and receiving the tailored onboarding experience designed specifically for players.
04
Outcome & Takeaways
The onboarding design resulted in a streamlined process with enhancements to both the user interface and user experience.
Key Lessons Learned:
Investing time in thorough research pays off in the long run.
Regular discussions with diverse teams provide broader insights and lead to better business decisions.
Integrating elements like a success screen can positively influence user emotions and overall satisfaction.
