Product design ⸺
PopSlide is an Android app that rewards users with free mobile data by incentivizing app installs, shopping, and answering surveys. To increase the retention rate, we redesigned the first-time user experience (FTUE).
Role
Product Design Lead
Project Launch
2015
Design Thinking
By analyzing our onboarding data, we have uncovered a critical issue that's driving our retention rate down. After validating our assumptions with user interviews, we have set a time for a design-thinking session with the team.
Brainstorming session (diverging) during Design Thinking workshop in YOYO
Analysis of the Current FTUE
The onboarding process at that time was loaded with information that users didn't need. In addition, the app tutorial had too much text that was trying to explain everything upfront. A user would have to go through 20 screens before he can freely explore the app.
Users need to go through twenty screens (20!) before they can explore the app by themselves
Design Principles
I set the following principles to help me construct a more controlled and well-designed first-time user experience:
Just-in-time approach - provide helpful information at the point of action
Interact, not tell - reinforce learning by doing
Guide users to first win - make users feel successful, accomplished
Value Proposition
We replaced the tutorial screens with a welcome screen that reinforces the app's value proposition. This is the first screen the users see so it's vital to set their expectations upfront.
Springboard Navigation
The previous navigation was a scrollable tab. By changing to springboard navigation, we provide users quick access to every category and also leave an impression that there are many ways to earn reward points.
Notification Badge
The daily roulette is the most popular feature of PopSlide. It is the easiest way to earn rewards points. To make users feel successful and accomplished, we used a notification badge (red dot) to guide users to play the daily roulette.
Just-in-time Information
We don’t want to overload users with all the information they will ever need. So we now give it to them in bite-sized chunks, just where and when they need it. We only show helpful tips during the user’s first experience.
The Impact
The results have exceeded our expectations. Since the new onboarding design, PopSlide's retention rate has increased by 52%. We've validated that a well-constructed FTUE improves the retention rate.
Takeaways
Design thinking can develop common ground in teams
By bringing the team together, we were able to align expectations and establish a common goal. This shared understanding allowed us to focus on the target instead of wasting time in disagreement.
FTUE can make or break your app
As the saying goes, you only get one chance to make a lasting first impression. It's crucial to get the first-time user experience right because it will shape users' continued engagement and loyalty.
