DESIGN FOR A CLEAR ONBOARDING
Hover is a home remodeling app that creates 3D models using Photogrammetry technology (capturing photos). It provides a customization tool for homeowners and a measurement tool for contractors. Our main challenge was building an onboarding for different user groups. We solved this by crafting a tailored message for each user group and a clear flow to make sign up easy.
Hover team reached out to us to design a user onboarding because:
There was a significant user cut off from the website to the app.
There was a confusion on the value of Hover.
How to target different user groups with the onboarding.
We divided the onboarding into 4 parts, the website, the sign-up, The value, and the tip tour.
I focused on the onboarding and the value for the iOS app.
10 weeks to design and deliver a new onboarding flow for the iOS mobile app.
I led the research team to :
Form a strategy and set the goals for the team.
Coordinate the team, and creating a workflow that is motivating and productive.
Define Problems and create user journey mapping.
RESEARCH & DISCOVERY
Our team conducted research in 3 directions:
Conducting market research and competitive analysis.
Creating personas to learn users potential needs and goals.
Conducting user interviews for different user groups.
Previous research uncovered two user groups, so we created provisional personas representing each group
After creating personas, we conducted 3 main rounds of usability testing and interviewing:
We reached out to new home owners and contractors to learn frustrations in the remodeling process.
We reached out to users who signed up and did not use the app, to learn why was the cutoff.
We conducted usability testing with new users to uncover usability issues.
Gathering testing notes and building an affinity map to find out users problems
Interview with existing users
Based on the user interviews findings I created user stories for to highlight user main goals
The main pain points that emerged from user interviews are:
Sign up process to different accounts is confusing
The value of the app is not clear.
Education on features of the app
Confusions around the pricing.
Pain point #1: unclear value
Users were not able to understand the value of Hover going through the onboarding. My assumption is that having one onboarding for different users groups delivered a confusing message.
Unclear value proposition
Pain Point #2: Confusing account selection
The sign up defaults to one account (premium), and it is not visually apparent that there is another option for signing up (basic users).
Unclear account selection
Through creating a task flow we were able to map out the progression of information. Based on user testing and talking with the Hover team we decided to:
Give users the option to choose between accounts based on their needs to solve the confusion on account types.(premium-basic)
Split the onboarding flow into 2 separate flows to have a clearer value message to each user.
Task flow split the user onboarding experience into 2 flows
Through a design studio, the team sketched out possible solutions for the flow to narrow down the information in each onboarding.
My sketches for onboarding contractors
It highlights getting accurate measurements
My sketches for onboarding a homeowner
The flow highlights customization and 3D model
From the lo-fi sketches, we created mid fidelity screens on Sketch and a clickable prototype using Invision. We used the prototype to conduct usability tests to validate the design decisions.
SOLUTION #1: Sign up
SOLUTION #2 : Targeted onboarding
To solve for the confusion the value of Hover we created two onboarding experiences based on each persona type.
We focused on 4 messages in the onboarding for contractors:
The simplicity of the process (They why)
The technology involved (The How)
The final 3D model and its feature (The what)
The accuracy of the final product (The unique value)
After we conducted validation tests, user understanding improved in the following ways;
Users found the Account selection clear and easy to understand
Users understood the value of the app and were curious to try it after the onboarding
Users understood different features when asked to perform tasks related to each user group.