New Sign In/Sign Up Project
Background
A UX Research study divulged multiple insights, and surprisingly a lot of illuminations came from the initial sign up flow and how it influenced the rest of the users' experience and subsequent behavior.
We were already aware that a large percentage of new app users primarily signed up via a referral bonus their friend sent them or social media links from influencers promoting their products on Gopuff. This typically meant these users signed up for automatic monetary rewards when placing the 1st order and didn't always return for second and third orders. (56% of non-users aware of Gopuff said their limited knowledge about the brand was their primary or secondary reason for not ordering.)
Overwhelming qualitative feedback regarding the sign up flow was summarized that new users didn’t feel like they knew what they were even signing up for/what the app is or what value it provides long term, rather that they reflexively went thru the information inputs, scrolled thru the homepage, and then closed the app. We set out to dig deeper and explore avenues to improve the initial user experience of the sign up flow.
Old Sign Up experience screens:
Problem Statement
Our current sign up flow doesn’t educate customers on Gopuff’s unique value proposition and shopping use cases which hinders orders.
Feedback from customers/internal folks is it's basic and time for a visual refresh using the Gopuff brand voice.
Hypothesis + Goal
Redesigning our sign up flow to make it fresher and more fun to include the following will increase newbie conversion rate and registration completion:
Explore designs including:
- Educational videos emphasizing our value proposition
- Clear messaging on how collected information will be used
- Overall improvements to phone and address inputs
- Fresh and fun with Gopuff brand voice
My role
I was the sole UX designer and worked closely with a UX Researcher, Product Manager, and one Eng pod on this project.
.png)
UXR Plan & Evaluation of current state
The primary objective of this research was to gain in-depth knowledge of how new users interact with the Gopuff app app download to sign up to first order and to gain an understanding of their perceptions around Gopuff.
We asked non-Gopuff customers to follow certain tasks including signing up and exploring the Gopuff app, and observed how they interacted with various features and touchpoints during their shopping journey.
High Level Questions
- How do new users navigate the Gopuff experience?
- What are their initial perceptions about Gopuff?
- What are current pain points that users face?
Research Goals:
We aimed to understand how newbies experience the app by conducted usability tests.
- Collect evaluative feedback and determine any pain points during the sign up to shopping experience
- Explore the perceptions and understanding that new users have around Gopuff as an instant delivery service
- Identify user expectations regarding product features, offerings and usage scenarios
Methodology:
We spoke to 10 non-Gopuff users.
- Participants walked us through the experience starting from the app store > app download > sign up flow completion > checkout experience
- Participants were encouraged to speak aloud as they shopped the app and provided open feedback during their activites
- Live app + new onboarding A/B prototypes were also tested
High Level Insights:
Our initial hypothesis was affirmed:
- The current sign up flow doesn’t educate customers on Gopuff’s unique value proposition
- Sign up process is "as expected" but the words "boring" and "unmemorable" were often used
Design Process
Pillars for explorations
A. Make the data collection process as fast and easy as possible
B. Help the user better understand the value/purpose of Gopuff
Considerations/Risks
- Embracing video as the central hook for the experience means a lot rides on the video effectively telling the story of Gopuff in a compelling way
- The crutch of the new proposed experience centering on video creates a distraction from data input
- Are there other ways to communicate what Gopuff is/value of product other than during sign up?
- A successful balance of captivating content and information collection is critical
Gopuff Design System
.jpg)
Explore
Pillar A potential solutions
- Social media login access is front and center
- Pop open the keyboard automatically on each collection screen to reduce clicks
Pillar B potential solutions
- Full screen* interstitials (*Leadership's preference)
- Half screen video experience
Snapshot of my design process
- Organized chaos + collab with PM, UX researcher and input from team design reviews
Prototypes
A - Full screen videos
B - Half screen videos
High Level Questions
- How do new users navigate the Gopuff experience?
- What are their initial perceptions about Gopuff?
- What are current pain points that users face?
Research Goals:
We aimed to understand how newbies experience the 2 different workflows by conducted usability tests.
- Collect evaluative feedback and determine pain points in both experiences
- Identify user expectations regarding the 2 sign up flows
Methodology:
We spoke to 10 different non-Gopuff users
- Participants were encouraged to speak aloud as they moved through both prototypes
Insights
-
Users complained that both A and B flows took a lot longer than expected
- Users did not want to watch the videos (both full interstitial and half screen)
-
The videos, when watched, communicated that Gopuff had more than just snacks to offer, including alcohol and cleaning supplies.
-
However, only 3/10 watched the video unaided or tried to skip it
-
-
-
Participants did appreciate having the options to sign up via social links (Google, Apple, etc.) and would close out the flow with the videos in order to sign up that way instead
-
UX recommendation: remove videos altogether and go back to streamlined sign up approach
Go-forward Decision:
LT decided we would build the half screen video edition with the auto-keyboard popup
Build
Process Checklist
- Documented major use cases + edge case flows for the experience with PM & Eng
- Used our existing design system for components and got new ones approved for use by the DS team
- Reviewed with dev and finished handoff
- Attended dev standups and QA sessions for outstanding questions and some scope compromises
Test Launch
Turned on for 50% of users
Our experimentation results showed completion rate didn’t increase as significantly as hypothesized.
-
Neutral for iOS native & mobile (not stat sig)
-
Down for Android native (stat sig)
The conclusion we drew from these results were not as positive based on the following (in order of confidence):
-
Unique digital keyboard/numpad up pattern introduced bringing down the Android numbers on native
-
The educational videos did not add the value we hypothesized
-
Progress bar not in flow caused more people to abandon
As a result and because we want to move forward with a unified sign up / sign in experience this milestone we are recommending the following
-
Launch an iteration of the onboarding with full screen input fields, no video, and remove optional fields (ie name)
This will keep some functionality fixes that we made in the a/b tested version - improvements to phone autocomplete entry, SMS checkbox / fine print interaction and eventing fixes.
Our experimentation results showed completion rate didn’t increase as significantly as hypothesized.
-
Neutral for iOS native & mobile (not stat sig)
-
Down for Android native (stat sig)
Iteration - new design
Process Checklist
- Documented major use cases + edge case flows for the no video experience with PM & Eng.
- Used our existing design system for components and got new ones approved for use by the DS team
- Reviewed with dev and finished handoff
- Attended dev standups and QA sessions for outstanding questions and some scope compromises
Prototype for new experience (for dev, no user testing on this one)
Post launch:
New launch feedback:
-
New flow is "fast and better than expected compared to other apps"
-
Sign up conversion rate increased by 12% overall
-
Decreased sign up flow abandonment by 5%.
-
Leadership got excited about the simple approach once we were able to prove it worked.
Next Steps
Even more improvements to follow as we get more feedback!
