Projects tagged “Onboarding”
Becoming a loyal Evernote note-taker
Onboarding personalization for a successful first-day activation
With increased competition from pre-installed note apps, Evernote took the activation challenge very seriously. At the time I joined the Growth Design team, experiments had corroborated the hypothesis of personalization as a lever for onboarding engagement. I contributed to the design of a Web client test, an effort leading to a 17% activation lift. After that, I took over the lead role, bringing personalization to the apps’ onboarding. The stakes on mobile were higher. It drove the majority of acquisition traffic but offered less real estate, the feature set was different, and app users’ attention is shorter, giving us just a handful of seconds to make a lasting impression. I deliberately softened the first part of the onboarding to guide users to create their first note without pressure. The experience is brief and drops users in front of features relevant to the use case they chose, rather than asking them to explore every knob of Evernote’s editor to figure out what it could do for them, as the old flow did.
Mobile onboarding with a modular twist
Combining feature education with short-form video to increase first-day conversion
“Design is a blocker.” That’s what the Lead Mobile Engineer told me right after I joined MasterClass. My Design Manager explained that the Growth team was at capacity and we needed a solid vision for the apps’ onboarding, one that could unfold into a progression of experiments. Oh! They wanted that vision ready in two weeks. Thankfully I had solid growth and onboarding experience to draw from. My final concept brought together three elements: a compelling story to present what members got access to and convince users to subscribe; short videos to drop prospective members immediately into learning mode; and a modular approach to the narrative units composing the onboarding itself, allowing us to quickly test and measure conversion, keep the onboarding story cohesive, and have a chain of alternatives lined up for experimentation.
Growth design strategy for a music startup
In-depth activation flows and onboarding redesign for clarity, trust, and compliance
Rockin’1000 is a small but mighty company from Italy bringing musicians together to live their dreams: playing a stadium show with a mega-band of 1000 members from all walks of life. While they specialize in live events, they developed a mobile app for their community to stay connected and organize the shows. My business partner and I started with a redesign of the app onboarding, with the goal of reducing early churn. The work quickly expanded into something larger: we tackled all aspects of product activation, from defining the right metrics to collect, to restructuring transactional and marketing emails, to laying the foundations for a new design system library aligned with their recent rebranding.