Nina.care Onboarding Refresh

Restructuring the onboarding of a babysitter/au pair matching app to increase user conversions, build trust, and provide a seamless user experience

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Client

Nina.care
Haarlem, Netherlands

My role

Lead Designer
Main areas of responsibility:
- UX analysis (flows and persona)
- Design (app, website and branding)
- Hi-fi prototyping (user flow and interactions)

Tools used

Figma
Miro
Trello

Project dates

August - October 2023

About this project

Nina.care serves as a bridge between caregivers and families, but its onboarding process needed refinement. The existing experience lacked personalization, clear communication of safety and search process measures, and did not effectively showcase the app's features.

My mission was to address these issues and provide a seamless entry point for both caregivers and families.

The challenge & objectives

Challenge: the primary challenge was to optimize the onboarding process for both caregivers and families using the platform. The existing onboarding experience lacked personalization, clarity on safety measures, and an effective showcase of the app's features.

Objectives: there were 4 clear objectives that can be found right over here

Streamline the onboarding process to minimize friction for users.

The existing onboarding process proved to be confusing and difficult for users. There was very little direction or guidance. Thus, one of the biggest challenges was to ensure this flow was linear and intuitive for users.

Establish trust by emphasizing safety measures and screening processes.

The core of this application is trust, safety, and well-being when it comes to families and children. That being said, it was important to show parents that Nina.care is actively standing by this core value.

Introduce personalization elements to tailor the experience for caregivers and families.

The existing flow lacked user choice and curation. So, I implemented a new user flow that places heavy consideration on user choice so that the experience can be tailored to each unique customer.

Ensure consistency in the onboarding journey across mobile and desktop platforms

Consistency is key in all brands. It's important that the experience translates from mobile to desktop seamlessly to avoid unwanted and unnecessary drop off rates.

Let's start fixing the problem with a heuristic usability evaluation

The first step that was taken to optimize the onboarding flow was doing a comprehensive usability audit of the existing user flow (on both desktop and mobile) and making notes on weak points, violations against common UX standards, and ideas for improvements.

After addressing the usability issues, the user flow structure was created

After establishing the new user flow, it was time to create a cohesive design system

Solutions and outcomes

After the design system was complete, it was time to create high-fi mockups

After the user flows were agreed upon, one of the main solutions to optimize the onboarding flow was to use components from the design system to create high-fidelity mockups to visualize the flow

Personalizing the user experience

In order to improve the user flow, I changed the organization of the onboarding questions in order to curate the experience specifically to the parent's goal of being on the app. In this case, the parent is asked directly what kind of care they are looking for. In this way, the app can now direct the parent to the appropriate onboarding flow (or to a questionnaire that helps them figure out which option is for them)

Streamlining the onboarding process with an overview and information screens

For the purpose of this case study, the au pair flow will only be shown. In order to streamline the onboarding process, an overview screen was added to give clear direction of the next steps of the au pair process.

If the user selects that they already have an au pair

If the parent indicates they already have an au pair, we show them a screen of what they can expect to happen next

If the user selects that they do not have an au pair yet

If the parent indicates that they do not have an au pair yet, we bring them into the au pair search flow. We provide clear direction for our users by incorporating a progress bar, large headers with text, and simple/interactive questions.

Establishing trust by emphasizing safety measures and screening processes

The most important core value of Nina.care is safety. Thus, it was important to incorporate screens that convey security and trust in the caregiver screening process

During the design process, we had regular stakeholder meetings to provide feedback

There was plenty of iteration that during this process. The stakeholder meetings typically happened weekly and lasted for about one hour where feedback was given regarding the design and new ideas

Team members

2 founders
2 project managers
2 designers

Length

60 - 70 minutes

Frequency

Once a week

Final deliverable

Since this was a contract position, my final deliverable for the revamped onboarding process was a (somewhat) high-fidelity prototype so that the Devs would have an idea of how the parent would progress through the flow.
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Providing a high-fidelity prototype has been shown to ease the design handoff to Devs, and it is something I do for each of my clients

High-fidelity prototype on mobile

The most important core value of Nina.care is safety. Thus, it was important to incorporate screens that convey security and trust in the caregiver screening process

Conclusion

The refreshed onboarding experience for Nina.care successfully addressed user needs, emphasizing trust, personalization, and simplicity. By incorporating feedback and ensuring consistency across platforms, Nina.care is now better equipped to connect caregivers and families seamlessly, fostering a trustworthy and efficient matchmaking process. This project underscores the importance of user-centered design in creating a positive first impression and setting the stage for a successful user journey.