Product Iteration
Optimising on-boarding flow
Problem
Lyst had launched a new app which was generated from an in-house startup incubator. For the new app the PM wanted to collaborate to analyse the on-boarding funnel, optimise the on-boarding flow and reduce drop offs.
My Approach
Initial UX analysis, I was the first User Researcher on this project and the app had been created without any customer research. First I gave the app a full UX heuristics analysis. There were some key improvements which could be made straight away and were low hanging fruit.
Tracking and funnel analysis, I worked with the product team to set up app behaviour tracking via Amplitude. We chose key behaviours we wanted to track within the app and we set up tracking for the on boarding journey.
Research approach and timelines, The app had a low number of new users which meant I had a small pool of people to contact for interviews or new feature feedback sessions. I also needed to deliver feedback within a 2 week sprint timeline, based on this I had three approaches.
Talk to app active users, I contacted active app users via email to invite them to remote video interviews. These sessions were moderated with a mix of interview, concept testing and usability feedback.
Usability sessions recruited from a panel, I ran weekly remote sessions via UserTesting.com for the new app which gave me a quick feedback mechanism from people not currently using the app, getting their feedback and first impressions.
Guerrilla research, I created an in-house group of users from the office who would use the app daily, this group was useful for detecting bugs or glitches and getting some quick feedback. Although we had to be clear that the in-house group was not a great match for the app’s target customer group.
I created a research framework for the two week sprint with the product team.
Activity 1 (Day 1): Collaborate with product team. Discuss Amplitude data and the current on boarding funnel. Prioritise what to improve and select what to focus on within the Sprint.
Activity 2 (Day 2-5): Collaborate with our designer, discuss research insights we had from interviews with current customers. This session was for discussing known customer behaviours and sketching various ideas. Then creating prototypes in Sketch from these first ideas.
Activity 3 (Day 6-7): Feedback days, these two days are where I scheduled moderated video sessions with active app users. I also ran remote unmoderated usability testing via UserTesting.com. I looked out for whether the concept of the prototype was clear. I made a note of UX problems that might be getting in the way of that understanding. I wrote up notes from sessions as soon as the session was completed. Findings needed to be in a easy to access format, easy to read, with clear reasons for each recommendation I made. The source of each insight was carefully documented.
Activity 4 (Day 8-10): Share feedback and findings with product team. Discuss what to adapt and take forward into the live app.
Track the change, With every new update or feature we introduced into the app we would track the change in customer behaviour from Amplitude.
Outcome
I created an ongoing process with the team for iterating the app using qualitative feedback.
This meant that we could design with an understanding of customer needs and their mindset.