H&B Onboarding
The project
Optimise the current onboarding experience on the app
We hypothesise that redesigning the App Onboarding experience to better align with the new Brand Visual Identity and streamlining the flow will enhance user engagement and retention.
Goals
Streamline the App Onboarding flow to deliver a beautiful onboarding process that delights the customer by:
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Decreasing the average onboarding completion time
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Decreasing the app onboarding drop-off rate
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Making it feel consistent with the new Brand Visual Identity
Research
Moderated research sessions were conducted with existing Holland & Barrett customers on the current onboarding flow. During the sessions, users were asked about their expectations of first opening the app. They were then asked to download the app and proceed through the onboarding journey.
Insights from the sessions revealed the pain points and highlights, with the key takeaways being:
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The length of onboarding is fine, and as little as possible should be added to this
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The sequence of screens is confusing, particularly around the Rewards screen and the discount code screen, which appears too early in the flow
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Users like having the guest option and would find this a deterrent if removed
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There is too much to read. Text needs to be more concise and engaging
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Users would like to see some personalisation questions to tailor their experience in the app
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Notifications and tracking alerts can cause frustration among some users. Emphasise unique points and personalised rewards to encourage opt-ins
Landscape Analysis
A review of the onboarding screens from a selection of health & wellbeing, retail and social apps helped provide insight into current trends and helped to set a benchmark of what Holland & Barrett want to achieve.
User Flows
Feedback from the research and data analysis allowed us to create an optimal user flow to support user and business needs.
Ideation
A mini-sprint, held with key stakeholders, brought together all qualitative and quantitative data, as well as the landscape analysis, to inform an ideation session of Crazy 8's following the optimised user flow.
