Increasing conversion rates for a caregiver app
001. INTRODUCTION
A quick intro
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. Moreover, the current experience had high drop-off rates and low conversion rates due to the inefficient user flow.
My mission was to address these issues and provide a seamless entry point for both caregivers and families.
Scope
Tools used
The problem
The current onboarding & registration experience has high drop-off rates and low conversion rates due to an inefficient user flow.
The goals
- Streamline the onboarding process to minimize friction for users
- Lower drop-off rates and increase conversion rates
- Establish trust by emphasizing safety measures and screening processes
- Introduce personalization elements to tailor the experience for caregivers and families
- Ensure consistency in the onboarding journey across mobile and desktop platforms
My role
As one of the 2 designers on this project, I collaborated with stakeholders and project managers, performed deep UX analysis and synthesized those findings, defined a new visual brand to replace the existing design system and add more cohesiveness, created high-fidelity screens and prototypes.
002. TEAM STATS
Who I worked with
Here is a quick snapshot at what the team looked like throughout the duration of this project
Designers
Project managers
Client stakeholders
003. LEGACY
What we inherited
Nina.care offers an incredible caregiver service, but it's awesome services were hidden behind some poor design decisions
An outdated and inconsistent design
While the design system had some great components, it didn't have much consistency and had outdated components
Unclear user journey and goals
The old onboarding flow was quite confusing and did not show a clear path for users. There were many sharp "turns" that led the user away from Nina.care's main goals: get the user sign up and to place a booking
004. CONSULTING THE NUMBERS
Finding quantitative data & metrics
In order to understand how effective the current onboarding is, I looked at both the Google Analytics sessions to see if there were any dropoffs and where they occurred.
Of visitors dropped off after the first interaction
Of visitors dropped off before placing a booking
Bounce rate for Nina.care mobile app
005. Quantifying problems
Usability test results & findings
After interviewing 5 users who I watched interact with the app, I was able to gain insight into how difficult the current app was to understand and navigate without external help.
Below is a table that depicts user-reported levels of difficulty for each action
65%
of users found it difficult to make a booking
65%
of users found it difficult to search for a babysitter
55%
of users found it difficult to search for an au pair
35%
of users found it difficult to complete their profile
60%
of users found it difficult to complete the checklist
How can we enhance the discoverability of features and convey a sense of value, trust, and progress during the onboarding process?
006. Quantifying problems
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.
007. UPDATING THE ONBOARDING FLOW
Curating the user journey to reduce steps and show value sooner
After auditing the existing user flow, we were able to create a new user flow that effortlessly led the user through the onboarding process
New user flow
008. UPDATES
Notable changes that were made
I've highlighted some of the changes that we made to the user flow to optimize it for higher conversion rates and a more pleasant onboarding experience
Personalizing the user journey
From the beginning, the user is asked what kind of care they are looking for instead of later on in the journey. In this way, the experience is more curated to the specific needs of the user
Incorporating overviews screens
Something that was lacking in the original onboarding flow were detailed explanations of what the user could expect at each stage. We added those in!
Strategically placed pay walls
We placed the pay walls in a location where the user can see value in the app before being asked to put up their credit card information
Established trust
Designed creative and easy-to-read screens that informed parents of Nina.care's vetting process and everything they check for
009. END RESULT
Final designs
Here is a brief collection of some of the final screens from this project and how they met the user needs as discussed above
010. UPDATE #1
Personalizing the user journey
The new onboarding flow seamlessly guides the user through the process with curated, specific questions based on the user's responses. In this way, the user is only being asked for relevant information; reducing the amount of time spent in the onboarding flow.
011. UPDATE #2
Establishing trust by emphasizing safety measures and screening processes
I included screens throughout the application showing the hiring process and how each caregiver needed to undergo an intensive screening process.
012. UPDATE #3
Easing cognitive overload with overview screens
Since Nina.care's onboarding is inherently long, I decided to implement overview screens to break up the process and to give users an idea of where they were in the process. This helped to set user's expectations, and reduced frustration.
Jasmijn K.
Founder
