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BabyReady Finance
Increasing User Signups Through Onboarding Redesign
BRF, like most financial companies, were battling with the common problem of a bad onboarding journey which led to a high drop-off rate.
The Challenge
Analyse
The goal was to redesign the onboarding journey to increase user onboarding completion rates as much as possible to help BRF grow.
Immediately the problem that jumped out was the misuse and over provision of information throughout the process. This was the key focus area in the process.
Research
Implement
We tested a new onboarding journey which made two key changes. First, it reduced the amount of information provided to users throughout the journey. This made the information more digestible and less daunting to read. Second, we made the information more relevant through my behavioural method to providing testimonials - ‘targeted social proof’.
The new onboarding journey led to a positive outcome in onboarding completion rates and made the process more enjoyable and simple to complete by users based on interviews and qualitative feedback.
Evaluate
Summarise
The next step for BRF was to roll-out the new onboarding journey to the entire user-base and collect data on other metrics lagging relative to KPIs. For instance, the amount of money being invested into the app at onboarding.
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