Amintro

  • Category: Web design
  • Duration: 30 days
  • My Role: UX/UI Designer
  • Design Tool: Figma

Introduction

Amintro has a web-based social platform that helps people who are 50 years old and over find friends.

Problem Statement

Amintro wants to 5x their user base from 2.300 to 10.000 and evolve their MVP to a redesigned product that will be the web-based version of the platform. Amintro’s business goal is to increase user acquisition and activation rates.

Problem

Amintro platform needs to collect information in order to make friend suggestions for them. Its onboarding flow has 14 questions for the users. 13.99% of new users are not confirming email. 26.75% of users don't complete their profile.

Solution

I designed a simple onboarding flow that is

  • Simple, clean, and accessible
  • The short onboarding process obtaining important information

Team

  • CEO Charlene Nadalin
  • Full-Stack Developer Mukhtar Khan
  • UI/UX Designer Melissa Marek
  • UI/UX Designer Orkide Maden (Me)
  • UI/UX Designer William Esque

In this team, I was responsible for analyzing the Design Audit and benchmarking, delivering solutions, and creating wireframes and prototypes for the onboarding flows.

Research

Based on the benchmarking research of Stitch, MeetUp, and Leafwire, the problem is further defined as follows:

  • How might we make the new onboarding process shorter and more visually appealing?
  • How might we reduce the questions during onboarding to make it simple and easy to use.
Post up persona

Persona

Persona was created based on users who are

  • Seniors who are looking for friends
  • Adult children who are looking for options and resources for their parents
Post up persona

Onboarding Process

User Flow

The current onboarding process takes longer than 5 minutes. Also, there is an opportunity to improve its interfaces which are not user-friendly. When we look at the current user flow, it's little bit long for creating an account.

  • Starts with the option to create an account with an email
  • Finishes with profile setup
    • Onboarding questionnaire are
      • Input which gender identity they most associate with
      • Date of birth
      • Country of birth
      • What language they prefer to speak
      • Which other languages the user speaks
      • Where the user lives, zip code
      • What their line of work
      • What kind of movie user likes
      • What user enjoys doing their spare time
      • Where would the user go to explore
      • What users bucket list
      • What users favorite quote or motto and
      • What else should Amintro know about them
  • The user directs a page for friend suggestions
Questions

Ideate

Proposed User Flow

We believed that as designers we should definitely decrease the number of questions.

  • Starts with the option to create an account with social media or an email
  • Upload profile picture
  • Finishes with profile setup
    • Onboarding questionnaire will be
      • Input date of birth
      • Country of birth
      • Input which gender identity they most associate with
      • Activity level
      • Bucket list
      • Select preferred language and
      • Select topics of interest
  • Land on Social Feed/Platform/Home
updated user flow

Wireframes

There are seven important questions to complete for their user profile, in order to help them to find a community of people who share interests and similar life experiences. I split those questions into two parts. The first is “Tell us more about you” and the second one is “Tell us about your interests”. The first part includes four questions about users such as their birthday, the country they were born in, their native language, and their gender.

Users land on the home page after completing their profile. The first seven questions and the location they live in are the most important information to find a community tailored to their interests.

Prototype

I created a prototype for the onboarding flow for the first round of usability testing.

Test Results

We tested the new onboarding designs and experience for Amintro. As a design team, we were hoping to discover if the onboarding experience was easier to use and more intuitive. These tests were conducted over Zoom with four participants. It was a mix of two females and two males over 50. They were all tech-savvy and used the internet to find connections. We also looked to discover which set of wireframes our users prefer through A/B testing. You can find the findings from the first round of testing below.

Positive Findings

  • The design was easy to use and intuitive which is a huge step in the right direction from the previous design
  • The questions and options provided did not feel overwhelming

Negative Findings

  • The design had some imperfections (spelling, spacing, color) that needed to be addressed in the final design which was expected at this stage of the design. Most of the users prefer to use email, however, the testers were still hesitant to continue providing that information. Users feel that their email is a collection full of spam emails
  • Users did not welcome the Apple login and they hesitated to continue with their Google or Facebook accounts. Some of them used Facebook but they were hesitant before providing that information either. It could be spam for them
  • The birthday confirmation was a confusing step during the process. They didn’t feel it was necessary and stated they are over 50 why do they need to be reminded of how old they are
  • Some users were confused about the distance option and if it was necessary. They thought provided their location was enough

What's Next

What we learned through the feedback was that this testing round is conclusive enough to say that a shorter onboarding will work. Based on the A/B testing, users don’t want to fill out forms. They would prefer having to fill out text while setting up a profile.