Effortlessly navigate video editing with the new onboarding experience
UX/UI Designer
(Sole Designer)
Product Manager
Developers
Data Analyst
Marketing
6 weeks
KDAN
Users are abandoning our app due to difficulty understanding the video project creation process.
Our design challenge is — to redesign the onboarding experience to help new users understand the project creation process quickly.
By offering a seamless onboarding experience accompanied by
step-by-step guide that encourages users to engage in practical actions, the learning process becomes effortless for newcomers.
At the start of the onboarding flow, we effectively deliver product value to new users. Additionally, a pre-guide screen helps users understand how the step-by-step guide tour works.
The new onboarding experience walks newcomers through the features with step-by-step guide, in order to help users learn effortlessly and avoid facing frustrations from self-exploration.
After completing all the steps, users receive a positive completion message. A demo project with helpful tips also acts as a reference guide, to avoid frustrations before they get familiar with the features.
The Product Manager noticed that the retention rate remained low despite thousands of new installs every week for the past 3 months. To understand why this was happening, I dug into app reviews and user feedback and discovered that new users were struggling to learn the app's features quickly, which could lead to low retention rates. Further analysis of onboarding completion data revealed that, despite having a 23-second onboarding video explaining the app's value, users were skipping it after only 2 seconds on average. This data, along with the user feedback, suggested that the onboarding needed improvement.
We hope our new onboarding experience empowers new users to complete their first video project and continue creating with ease. To measure this success, we've established the following key metrics:
Increase the new users’ project completion rate by 20%
Retention rate increase by 10% after a month
To further investigate user friction points, I took the initiative to conduct an audit of the user onboarding journey. This audit revealed a critical issue: because newcomers tended to skip the onboarding video, they were left to explore the features on their own, which could overwhelm them as they tried to grasp all the features while just starting out. I assumed that user friction could be reduced by providing thorough guides:
Animated UI guide
The ideal UI would be animated, providing a robust sense of interaction.
Non-animated UI guide
A finger icon has been added to the yellow spot to indicate its clickability and encourage user interaction. This icon is displayed in each step, making it easy for users to follow the guide.
The MVP project was successfully launched within the planned two month timeline. Due to limited resources and time constraints, we were unable to conduct usability tests before launching the project, so we decided to validate the solution based on market feedback. Unfortunately, due to the company's business decision, we were unable to continue with data collection and gathering user feedback afterward.
Dealing with constraints like limited resources and tight timelines during this project, I've gained valuable experience in adapting swiftly to different workflows and making quick decisions. These challenges have also deepened my problem-solving skills and enhanced my ability to prioritize tasks effectively.