Mobile Onboarding
UX Design
Many people run into legal issues and do not realize it every day. At Avvo it was one of our goals to make sure that we provide an accessible way to get the legal help someone needs in an effort to provide legal and justice for all. The mobile consumer app provided an easy way for users to ask a question and get legal answers from professional lawyers. The on boarding experience was the first point of contact when users first opened the app and the only chance to communicate the value of what Avvo provided. With the redesign of the onboarding experience we wanted to make sure the values were successfully communicated as well as to instill trust in Avvo.
The Problem to Solve
The current experience focused too much on what we want the users to do and not what they wanted to do. By changing the direction of the onboarding experience we will increase engagement and retention of new users.
How did we know it was a problem?
In the current onboarding experience we saw that about 26% users are not advancing past the second step of choosing their practice area and exiting. We have also received qualitative feedback that the current experience is lengthy and confusing.
Old experience
Sketches & scribbles
Design explorations
Creating interactive prototypes
We wanted to get instant qualitative feedback so we decided no better way to guerrilla test two different concepts. One focused on sparklers or data points to build trust, while the other focused on being customer-centric to build trust. A few of us went to different coffee shops over the span of two days and asked random coffee-goers to run through the onboarding experiences and asked them for feedback.
"SPARKLER" CONCEPT – This concept largely focused on value props to build and instill trust.
"SHORT" CONCEPT – The shortest concept out of the three, that got straight to the point of what you can do within the app. This was later cut for testing as it didn't tell a good story.
"EMO" CONCEPT – This customer-centric concept made it seem that Avvo made dealing with a legal issue not as complicated or stressful as it appeared.
Going guerrilla testing
We wanted to get instant qualitative feedback so we decided no better way to guerrilla test two different concepts. One focused on sparklers or data points to build trust, while the other focused on being customer-centric to build trust. A few of us went to different coffee shops over the span of two days and asked random coffee-goers to run through the on boarding experience and asked them for feedback.
Goals
Capture directional feedback and observe the usability of the proposed onboarding experiences as well as comprehension of the app capabilities and what Avvo does.
Hypothesis
If the onboarding experience makes a delightful first impression and highlights key benefits of Avvo / app, new app users will be more likely to complete their first task (ask a question).
Results
The results showed that it was a split preference between the people we interviewed. Overall preference was for the data driven or “Sparkler” concept that was largely driven by the interaction preference of self-swiping rather than on an autoplay experience. Both concepts built trust and communicated the value of using the app.
Preference test
Along with guerrilla testing, we presented the two concepts to a larger audience of about 50 online participants, for a preference test and collected the data from VerifyApp (now Helio). This was to see if could successfully convey app value and connect with new users. If so, would they be more likely to complete their first task and return for additional legal needs.
Goals
To determine which welcome message was preferred between the two.
Results
From the 50 participants, more people preferred the customer-centric (56%) concept over the Sparkler concept (44%). Some of the comments that followed the preference over the other were that the customer-centric one seemed “easier,” “shorter,” and more “welcoming,” it “made legal issues seem normal rather than complicated.”
Next steps
Incorporate feedback from both guerrilla testing and preference testing and add them to the Emo, customer-centric concept. Implement new onboarding flow to that is to be attached to the new Ask a question flow. Once implemented we will monitor the new flow in Google Analytics and see if we improve the drop off rate in the new onboarding experience.
