Boost conversion of Worsible's Onboarding Process
Collaborated with Worsible to drive growth by refining their user onboarding experience, leading to improved engagement and higher conversion rates.
Timeline
Sep - Dec 2023
PLATFORM
Web platform
MY ROLE
UX Researcher
Product Designer
Introduction
Worksible is a Spanish freelance marketplace that connects businesses with skilled professionals in various fields. They reached out to enhance their lead conversion during the user onboarding process, with the goal of boosting their overall customer conversion rate.
My Role
As part of the design team, my role involves conducting UX research and analysis to develop a new onboarding design proposal.
Problem
The current company onboarding process for Worsible is not effectively engaging new users, leading to suboptimal conversion rates. Users encounter friction points that hinder their initial experience, resulting in decreased satisfaction and higher drop-off rates.
"How can we improve Worsible’s onboarding process to better engage new users, reduce friction points, and increase conversion rates?”
Goal
Boosting User Conversion through an Enhanced Onboarding Process
The goal of the project is to revamp Worsible’s onboarding process to enhance user experience, boost conversion rates, and eliminate friction points, all while ensuring visual integration with client branding and demonstrating a measurable increase in user satisfaction and engagement.
Research
UX Research
We received a large amount of information to base our research on, some of which we could access on the website, and some of which was provided to us from our contacts/clients at Worksible.
Our research consisted mainly in organising this large amount of quantitative and qualitative data into more easily digestible bits of information.
method used
In-Depth Interviews
The company I conduct an initial interview with participants in our target demographic, focusing on individuals aged 35-45, C levels or who own a technology business and are looking for someone for a specific task or project.
User Flow Metrics
We analyze quantitative user interaction on google analitics data to identify and address pain points in the onboarding process.
Market Research
We studied the onboarding processes for freelancing platforms to identify best practices and opportunities for improvement.
Insights Gained
Problematic user flow
Users were initially faced with tasks considered too tedious. This led to low engagement levels right from the start, as these tasks, seen as cumbersome, discouraged users from continuing or fully committing.
Task complexity
The tasks required users to input too much specific information manually, often when they weren't familiar with the details, leading to frustration and a decline in motivation to continue.
User Personas
User Journey Map
Competitive Analysis
The competitive analysis confirmed that the main players had a different flow compared to our client.The bigger ones all started with the subscription Moreover, the most tedious tasks were often tackled first, which reduced user engagement and made the experience feel less dynamic.
SOLUTION
Rethink the user flow
It’s crucial to restructure the user journey so that the first tasks they encounter aren’t tedious. Starting with simpler or more rewarding tasks can capture their interest and create a sense of progress.
By guiding users through gradual steps, we can build their engagement, better preparing them to handle more complex tasks.
Add smooth automations
A key to reduce cognitive load is minimizing manual input by automating tasks that require excessive information entry. This includes integrating of A.I. script generator, autofill tools, intelligent suggestions based on previously provided data, or pre-filled options.
Review User Journey Map
Building
Profile Type selection screen
The process starts with this screen, where the user will need to select their profile to be directed to the corresponding onboarding, with a focus on the company onboarding process.
Sign Up screen
In this step, the user will be able to log in directly using their Google or LinkedIn account. This information will be reflected on the card on the right side of the screen. For more personalization, the user will have the option to manually edit or add details after the login process is completed.
Company information screen
Just like in the previous screen, the user will be able to fill in their company information without going into too much detail, while continuously adding their information to the right instead of on the card, creating a sense of progress and momentum.
Project description
In this section, users can quickly and concisely describe their idea as an AI prompt, similar to ChatGPT. The goal is to limit excessive writing and encourage precision, ensuring users stay focused while reducing cognitive load.
Script check
The AI will then generate project description script based on the prompt, allowing the user to verify its accuracy and modify it if necessary. Once validated, this data is stock to automatically pre-fill the fields in the next steps.
Skills selection
At this stage, the user will need to specify the skills required for their project. To reduce overthinking, and enhance fluidity the system will suggest pre-selected skills based on the previous project description.
Costs estimations
Based on the previous data, the user will be presented with pre-selected options, including a suggested salary range, which they can adjust according to their preferences or level of certainty. This approach helps minimize uncertainty and streamline the process as much as possible.
Final check up
In the final step, the user can review the results of the entire onboarding process, providing a sense of achievement and completion.
Subscription options
Having successfully ended the onboarding process, a user should arrive at this screen feeling supported and guided throughout the journey, ultimately boosting their confidence to subscribe to a service.
Next steps
First, analyze the user testing results to identify key pain points and areas for improvement.
Next, iterate based on the testing insights, refining the user journey to better align with user needs.
Then, implement the new onboarding process, integrating changes that address the identified issues.
Finally, analyze quantitative data to validate whether the hypothesis about the improved user journey holds true.
“Thank you for reading through! Hope you enjoyed learning about my design and thought process. :) “
