RetailMeNot App Onboarding
Users were not completing onboarding in RetailMeNot's native apps. In fact, nearly 50% of users abandoned the app before completing onboarding and sign up.
In order to figure out how to improve completions, I conducted a qualitative research study to baseline the existing onboarding flow and discover user preferences across three new concepts, then used the findings from that research to inform the redesign. After narrowing down options, I used prototypes to further test and refine flows, ultimately landing on two variants that were tested in the app and one winning variant.
The key takeaways from the research were:
- Start with sign up: our old onboarding flow placed sign up last; this drove users crazy as they knew it was coming and just wanted to get it over with.
- Clearly explain what's in it for them: users wanted to know why they should sign up.
- Keep it short: our old onboarding was nearly 10 screens; users were abandoning because they felt like it would never end.
Redesigning the onboarding flow against our research findings resulted in +60% lift in member signups and a +33% increase in push opt-ins, helping to drive the membership team's acquisition goals.