Outschool 2022

Groups Onboarding

In Q1 2022, I led the Groups Onboarding improvement project and was able to significantly reduce the fiction for Groups Onboarding, resulted in an increase of conversion rate (from enrolled to verified and onboarded in Groups) from 65% to 80%

Project Summary

Our current Groups Onboarding requires all enrolled learners to complete a video verification process before entering their Groups for the first time. However, this is an early point of friction for our learners. We’ve noticed that 35% of the learners enrolled in Groups never send a video & complete the onboarding process. In Q1 2022, I led the Groups Onboarding project to improve our current Groups Onboarding process and make it easy for learners to complete the video verification process. I worked with multiple cross-functional partners that included 1 product manager, 1 UX researcher, 1 UX writer, 2 engineers, and leads from legal and trust & safety.

The Problem we are solving & why

Our Groups onboarding process attempts to convey lots of information in three steps to families while also guiding them through critical onboarding actions.

By looking at the data, we’ve noticed that 35% of learners enrolled in Groups never send a video & complete the onboarding process. Moreover, 20% of the learners withdrawn have not submitted a video for verification.

Business Goals

From a business perspective, reducing frictions in the Groups onboarding process would allow us to raise the rate of activated Groups users and increase the first-week learner activity rate in Groups.


The Process

In order to raise the rate of enrolled learners who complete onboarding, we synthesized our existing data about drop-offs in the process, analyzed the current experience, and spoke to users who have failed to complete the process or who took longer than two weeks to complete it.

Key Learnings

Streamline the information & provide fewer steps in Groups onboarding

Our Group onboarding process attempts to convey too much information and too many steps to families. However, the importance of each step and how to complete it isn’t very clear.

Provide shorter copy and more timely delivery of key information

Video verification is the most critiqued step. Parents did not get what each step was, why it was required, what learners should say in the video, and/or who would see the video from the copy we provided.


Final Solution

Provide shorter copy and timely delivery of key information

Through collaboration with the UX writer, we significantly shortened the copy we have on the onboarding model to reduce the cognitive load on users. We also provide a better explanation on why the video verification is required, what learners should say, and who will see the video.

Fewer steps in Groups onboarding

We simplified the Groups onboarding process from three steps to one. Since most drop-offs happens at the first and second steps, by reducing three steps to one, we allow learners to get straight into what they have to do to join the Group

Result

After we released the new Groups onboarding modal to our learners, we’ve seen:

  • an increase in conversion rate (from enrolled to verified and onboarded in Groups) from 65% to 80%

  • first-week learner activity rate at 56% of all those enrolled (compared to 30% before the redesign)

To learn more about this project, please contact me for a personal chat.

Key Learnings

  • By using a mix of user research methods, which included user interviews, data analysis, and UX audit, I was able to identify design problems quickly and define design solutions in a timely manner. (the design was delivered within two weeks)

  • By presenting my design thinking with both qualitative and quantitative evidence, I was able to get stakeholder buy-ins early on and push design to production

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