Product Design
Vida Next: On-Boarding Re-design
Vida’s original On-Boarding experience was simply a series of questions that members were asked to complete before they were then given a program to enroll in. Somewhere along this process, potential members were dropping out of the process and not completing enrollment.
Understanding the problem:
In order to solve the problem of member drop-off, we needed to understand from the member’s perspective and through our data, at what point people were leaving. and why they were leaving.
The process
Data analysis -
When tracking our data, we found that people were leaving at two points: 1) When it came to the placement of the program or 2) When it came to choosing a coach. This was surprising since previously, our assumption was due to the fact that we were asking too many questions.
User interviews-
When asked, Corporate partners noted that employees felt limited to one program. What if they didn’t meet their goal? What if they preferred another program?
Interestingly enough, members did not mind survey questions and in fact anticipated some form of screening to help narrow down to a program.
When I interviewed users, there was a strange feeling of commitment when a coach was chosen; Moreover, since Vida’s coach experience is a remote video call, people had reservations for trying something new.
Goal and Objectives
Our goal was to make sure that new members completed the on-boarding process and successfully enroll in a program.
In order to achieve this goal, it was necessary to design for the following:
1. Give more information about the individual programs. Previously, members had no way of knowing the duration of the program or their value.
2. Recommend a program, but also allow choice to members.
3. Provide more information about the coaches. Give more detail in the coach’s profiles.
Solution
In order to make the registration experience more compelling and informative, there were many improvements designed.
• A new visual language for the app and the programs were implemented to keep members engaged.
• Survey was narrowed down to 2-3 questions depending on the program to move the member through faster.
• Animated loader signaled the system picking a recommended program
• Members could pick their recommended program or “shop” around to other qualified pr0grams
• Testimonials were added to give credibility to programs.
• Coach’s profiles included personal messages as well as endorsements from Vida members
Results
So far, enrollment conversion to programs have increased 30% in the first 2 months of product launch.
Prototype: https://invis.io/7TS7JZBAQS6#/365443951_AppDownload_002