Establish a long-term relationship with new users by building a personalized experience and prioritizing the content they love most.
The existing registration flow had a number of pain points. There was a 56% drop off rate between start to stream. Users generally felt the existing flow was too long and lacked trust, clarity and excitement for a free audio tool. We also failed to use this opportunity to build a personalized experience that understood our users. We divided this effort into multiple phases to introduce a gradual, optimal, friendly experience. We also want to use this as an opportunity to build a personalized experience, so we explored asking for a user’s first name and expanding the content selection tool.
Existing registration experience
Existing registration experience
Updated registration flowchart
I collaborated with the PM to conduct a A/B test comparing the existing reg flow against a truncated version. We also wanted to understand how receptive users were to providing their first name. Our tests revealed 88% of partipcants ranked existing multi-step flow as excellent and 100% wouldn’t abandon compared to a truncated 2-step flow. Participants felt the multi-step experience was quicker and easier to absorb. User felt the 2-step experience. With these findings we decided to fine-tune the current experience to better engage users.
Updated registration flowchart
Based off test measures we decided to redesign the existing multi-step flow. Updates included: • Introducing a new welcome screen to entice new users of content offerings • Added a new “Name” input to build towards a more personalized experience • Applied cleaner page layouts and conversational copy • Simplified and added continuity to the progress bar to avoid scaring unmotivated users away • Expanded content selection tool to include podcasts
We are planning for a Q2 2021 release of the new registration flow. Once launched, we will continue to measure registration and stream rates for first-time users.
