CLIENT:
1-800 Flowers
CATEGORY:
UX/UI, iOS app
PROBLEM STATEMENT
Onboarding flow has high abandonment rate, and users that do make into the app are confused as what the app does or what they should do with it.
How can we streamline the onboarding process but still collect the necessary information we need as a business to personalize the app experience. How can we surface the app features for new users.
User research, competitive analysis and initial user journeys
Worked with cross functional partners to identify pain points in the onboarding process and understand what users thought the app does once they are in the experience. Analyze previous testing insights and validate new hypothesis through usability sessions.
Identify Key Goals for online experience
How can we reduce onboarding abandonment and get users into the app experience quicker.
With the potential of future commercialization, what is the minimal information we need as a business to unlock the best experience and still have the ability to recommend products at a future date.
How do we make the app experience and sharing features more intuitive to use.
Final iOS app experience
Reduced onboarding screens to present only the most essential information required for onboarding and created a celebratory message to show completion of tasks.
Also introduced a “Not Now” flow where a user can bypass certain screens and still land on a page that surfaced the app features.
After onboarding user is landed on a page presents the sharing features with clear next actions callouts.
