Independent Study

Redesign of Mentor Buddies’ onboarding experience using data from app analytics to drive design solutions.

MENTOR BUDDIES

ROLE

UX Researcher, UX/UI Designer,

TOOLS

Figma, FigJam, Notion

DURATION

1 week

PROJECT OVERVIEW

Mentor Buddies is a mobile app where members can find a design expert to chat with privately for about 15 minutes, in exchange for a small donation to the charity the mentor has chosen.

After a privately released beta test, the Mentor Buddies team wants to make some improvements to the app.

PROBLEM

  • Research shows high drop-off in several areas of the onboarding flow which is leading to a critically low conversion rate.

  • Although there is great feedback from mentor sessions, most new users never make it to first session.

BUSINESS OBJECTIVES

Minimize high drop-off rates at critical onboarding stages which will lead to increased conversion rates in new users successfully connecting to a mentor.

MY ROLE

Gather insight from provided Mentor Buddies app analytics and redesign a critical pain point of onboard flow that is leading to user drop off.

STAKEHOLDER GOALS

A stakeholder interview was conducted with the creator of Mentor Buddies to get an understanding of what was already working, what needed improvement, other business goals and any other constraints.

HIGH DROP OFF = LOW CONVERSION RATE

An analysis of the onboarding flow data over a month showed a high drop-off in several areas (as shown above) of the new user onboarding flow.

This led to an overall conversion rate of 1.9% within that period.

FOCUSING ON THE FIRST 2 SCREENS

Research into the provided analytics for the period of a month showed high drop-off within the first two screens of the profile creation stage.

  • 35% drop-off at first screen

  • 66% drop-off at second screen


CRITICAL FLAW

  • Most new users never make it to 1st session, resulting in a low conversion rate of new users connecting to a mentor.

How might we clearly show new users the value they’ll receive & motivate them to sign up & connect with a mentor?

Analyzing user feedback from past testing showed that new users weren’t motivated by the app’s first impression to continue in the necessary steps of creating a profile to connect with a mentor.

SKETCHES & WIREFRAMES

The weak first impression of the landing page resulted in a low overall conversion rate with new users so the design solutions sketches were ideated with the following goals in mind:

  1. Motivate new users to sign up by showing the value of Mentor Buddies upfront.

  2. Ease new users into profile creation and allow them to be specific with their preferences.

  3. Give users more clarity & implied control of the onboarding process.

REDESIGN SOLUTIONS

To address these high drop off rates at the profile creation steps, the onboard flow was redesigned to:

  1. Motivate new users to sign up by immediately showing the value of Mentor Buddies by showcasing select user testimonials who had great past experiences.

  2. Ease new users into profile creation by reducing cognitive load with original screen spread into multiple screens.

  3. Give users more implied control and awareness by clearly showing them where they in the flow with a progress indicator and a strategic palette use.

MOCKUPS

NEXT STPES

The effectiveness of these design solutions will be tracked by the following metrics:

  • Overall drop-off rates of redesigned screens

  • # of new users who viewed the testimonials AND completed sign up process

    • # of users who didn’t AND dropped off

  • Overall percentage % of those users who connected with mentor compared to old screens.

Previous

Kickstarter Redesign
Next

Prepped