Later - Onboarding Optimization

Product Design, Growth Design, Web App

Overview

The onboarding optimization is meant to explore how Later's various user groups can better adapt to the Later platform, to identify who Later's power users are, optimized good onboarding experience for Later's Growth.

A sneak peek of an onboarding optimization iteration

Collaborations

Later Design and Growth Teams (Project Manager, Designers, Developers & Content Designer)

My Role

Product Design, Growth Design, CSS Development

Time

Mar 2022 - Oct 2023

Status

Compeleted

Exiting Onboarding Road Map

Prompts

  1. Identifying Later's Best Customers: To pinpoint Later's top customers – those who engage extensively, yield the highest average revenue per user, and retain the longest. The objective is to establish a new onboarding process that effectively caters to users' specific paths.
  2. Reintroducing the Social Connection Step:  The removal of the social connection step from the previous iteration has resulted in a decline in the onboarding completion rate. To address this, the social profile connection step will be re-introduced.
  3. Catering to Team-Oriented Users: 57% of Marketing Professionals and 40% of Small Business Owners work in teams. Later wants to reach its presence in the higher-end market. The goal is to help the team manager better invite teammates.
Exiting Onboarding Road Map

Understand the whole onboarding process by mapping out the existing flow to tackle the problems.

Prompt 1

Identifying Later's Best Customers

The new survey flow is integrated into the dashboard. This goal is to improve the precision of user data collection, identifying Later's most valuable customers and the customization of their experiences. Following the completion of the new survey, users will be directed to a personalized trial/pricing page based on their survey responses.

Old User Goal for Data Collection

The old survey is disconnected from the onboarding experience and feels more like it's part of the sign-up flow.

The New Self Descibe Flow Overview

The New Survey flow overview

Design Objectives

  • Establishing a fixed question count to eliminate user frustration from uncertainty.
  • Crafting dev components with an eye for scalability, accommodating the potential for additional questions or alt paths.
  • Conducting A/B testing to compare the new survey questions with the old survey, measuring both engagement and survey improvement.
A closer look of the question form inspection.

A closer look of the question form

5 different survey components to better scale with different question strategy

5 distinct components to improve scalability with various question strategies.

The A/B Test

The introduction of a personalized trial page within the Tested B flow was not found effective, resulting in a higher dropout rate. As a result, the team decided to discontinue the personalized trial page and opt-in for a direct transition to the in-app trial page. Overall shows improvment of data collection and complettion.

The New Self Descibe Flow Overview

The personalized sales page appeared overwhelming to users, hindering their progression through the onboarding process.

Results

  • Over 80% accuracy in the user data profiling
  • "No decline in trial start sign up %" was observed, so the test version was set live to production.

Prompt 2

Reintroducing the Social Connection Step

In the previous test, the team made a change to remove the social connection step. The old goal was to drive more users to adopt the application quickly. However, those users were proven to be not the Later's best users.

To drive the best user traffic, the connection of social media profile step was made into part of onboarding to help the best users to onboard without being clueless about connecting social media profiles on their own.

Removed social connection Collection

The removed social connection step

new social connection

The new social media profile onboarding, a closer inspection, and added ability to add multiple profiles at once.

social_connect_onboarding

The re-introduction of Social Media onboarding blended with new survey flow

Results

  • +7% improvement in new users connecting social profiles.
  • +6% improvement in new users scheduling a post within 7 days of signing up for an account.

Prompt 3

Catering to Team-Oriented Users

The plan is to create an the invitation step during onboarding to attract higher-end markets. This ensures Later's users habe access the full functionality and engagement. The function for team invite was not optimized well before.

Old User Goal for Data Collection

The Team Setup modal for users to invite their team to work collaboratively

team setup whiteboarding

A board for the team to manage the expectations during project synchronization

Design Challenges

I had to consider the various states in which the Team Setup modal would operate. In addtion several questions arose during the design process. These questions presented distinct challenges in the design process which help the dev team for better development criteria after.

  • When the Team Setup modal should be triggered?
  • How explicit the instructions to users should be?
  • How the various purchased plans might affect the Team Setup process?
Different states of the Team setup modal

Different states of the Team setup model

Results

Before the introduction of the Team Setup modal, less than 1% of sign-ups go on to add a team member within one day. After 30 days, almost twice the number of users go on to add a team member.

+35% improvement in new users adding a team member after starting a trial after the test.

My Role

As a Product Designer on this project within the Growth Team, I played a pivotal role in enhancing Later's onboarding process. This encompassed a thorough review of project specifications, hosted synchronization meetings, and expectation management. I collaborated with the team to define requirements and reconfirm guardrails, ensuring alignment with stakeholders and development. Furthermore, I was responsible for crafting flows, wireframes, and UI designs, and I closely collaborated with developers to implement CSS throughout the project.

Later Onboarding UI

Overview of the Onboarding Optimization Redesigns