A real case study of the Onboarding Process Iteration in the Riliv app to increase the Adoption Rate, Satisfaction, and Retention Rate of App

Company

Startup Riliv

Role

Product Designer

Scope

UX, UI, Research, Illustration

Period

Q2 2020

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Empathize and Define

Onboarding is a process where the user is prepared to be better in using the app. In Onboarding the system will also find out important things related to user preferences, so the system will can provide more personalized content to the user. However, in Riliv Onboarding there is a problem where there are several steps that hinder the user and make the user Churn.

Get The Insight from Data Analytics

The following is a visualization of Funnel Onboarding obtained from data analytics:

Here are detailed insights and conclusions from Funnel Onboarding:

  1. Adoptin Rate of users who complete the Onboarding is 57.28%
  2. The Churn Rate of users in the Onboarding process is 42.72%, this number is a combination of users who leave the onboarding and users who are not identified where their existence is (This is because the tracking system is not yet optimal)
  3. Most likely the user experienced a problem or was not happy when he was on the Meditation Recommendations page and Play Meditation page

Qualitative Research with Usability Testing Method

Validate the Insights from Data and find out the deeper user problems

To validate the insights or hypotheses obtained from data analytics and to find out deeper about user problems, we conducted Usability Testing on onboarding for 5 user participants. From the results of Usability Testing and a few Interviews, we got some user problems about where their pain points. Here are the detail of problem and initial solution:

  1. Users feel that Onboarding in Riliv is too inclined to the Meditation, it could be that users also want to try the Counseling feature.

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