Role
UX/UI Designer
Client
Foolproof Design Agency
London, UK
Duration
14 weeks
Results
Optimised a key user flow, leading to a 12% increase in user satisfaction by implementing a more personalised onboarding process.
Challenge
Our research question for the project was, “What is the impact of personalised onboarding experiences on user satisfaction?”. Our main challenge was to identify which specific features of personalised onboarding have the most significant impact on user satisfaction levels, aiming to create a seamless experience that would resonate with users and encourage ongoing engagement with the app.
Overview
During my summer dissertation project, I worked with Foolproof Design Agency to re-imagine the onboarding experience for the app Too Good To Go, a platform dedicated to reducing food waste. Our objective was to craft an intuitive and engaging onboarding experience that not only improved user satisfaction but also deepened user’s connection with the app’s mission to combat food waste and promote sustainable practices.
UCD Process
Empathise
In the Empathise phase, user personas and a journey map were developed to gain a deep understanding of users' experiences, concerns, and pain points with the existing Too Good To Go onboarding experience. Initial user interviews were then executed with eleven participants who revealed key insights on this existing experience, which you can find below.
Preferred Sign-Up Method: 8/11 users preferred email sign-up and suggested adding an SMS option.
Desire for Personalisation: 10/11 users wanted personalisation options such as cuisine preferences, dietary filters, and spending limits for budget-conscious users, particularly students.
Simplicity of Onboarding: All users appreciated the simplicity of the onboarding experience.
Need for Support: 8/11 users felt unsupported when presented with the home page and expressed a desire for a brief tutorial to guide them post-sign-up. Additionally, all users stated they would like more information on the company itself and the app’s purpose before having to sign-up.
Average Satisfaction Score: The current onboarding experience received an average satisfaction score of 7.82/10, indicating positive feedback, but suggesting room for improvement.
User Journey Map
User Persona
UCD Process
Define
In the Define phase, the negative feedback from our initial user interviews was converted into concise problem statements, which helped us identify and narrow down the key issues needing to be solved and guided us into ideation. These problem statements can be seen below.
UCD Process
Ideate
In the Ideate phase, 'how-can-we' statements were created to analyse and reframe the problem statements identified in the Define stage into potential opportunities for the Too Good To Go onboarding experience. This process enabled us to develop user flow maps that outlined the specific steps users would take during the new and more personalised onboarding process, which set the foundation for the next phase of Prototyping.
User Flow Maps
UCD Process
Prototyping
Using the insights gained from the initial user interviews and ideation, an information architecture was then created that outlined the structure and organisation of the new, more personalised onboarding experience. Low-fidelity wireframes were developed that depict the navigation, content organisation, and user flow. The wireframes served as a blueprint for the new onboarding layout and functionality, ensuring a logical hierarchy and intuitive user interface.
Wireframes
UCD Process
Iterative Prototyping
With a focus on the target audience's preferences and brand attributes, the visual design phase began, where we created a cohesive visual identity for Too Good To Go by selecting colors, typography, and design elements that reflect the brand's values. Attention was paid to maintaining visual consistency across screens and devices. The high-fidelity prototypes were developed in Figma to showcase the new onboarding experience and added personalisation features, which served as key touch-points in user testing to measure satisfaction levels. Below is a list of these newly added personalisation features.
Context Screen: Giving the user foundational knowledge before they continue in the experience.
SMS Sign-Up Option: SMS is the fastest and easiest option. Streamlining the process and reducing cognitive overload.
Notifications Screen: Reducing questions and information asked, streamlining the process. Giving the users more choice with the toggles.
Preferences Screen: Giving the user more choice and a way to personalise the experience for themselves.
Tooltips: Giving the user knowledge on common features and how to navigate and use the app on their own as they continue in their experience.
Hi-Fi Prototypes
New, Personalised Onboarding Experience (email sign-up flow)
UCD Process
User Testing
User testing sessions were conducted with six participants, allowing them to navigate through the prototype and provide feedback on usability, clarity, and the overall user experience. Iterations and refinements were made based on the feedback received to improve the design, eliminate pain points, and enhance user satisfaction. Some key findings to these testing sessions can be seen below.
Increased User Satisfaction:
Average Satisfaction Score with the new, personalised onboarding experience: 8.75/10 (increase of 0.93 from previous score).
Enhanced Personalisation:
All 6 users reacted positively to the dietary, cuisine, and price preferences page, understanding and appreciating the value of it even though it is an extra step.
Streamlined:
5/6 users chose SMS as the "fastest and easiest" option, with only 1 user still preferring email.
Better User Understanding:
All 6 users appreciated the added context page and tooltips, which not only improved their understanding of the app’s purpose and basic functions, but increased trust.
Cohesive and Simple:
All 6 users found the new onboarding experience cohesive and simple, maintaining the appreciated simplicity of the existing version.
Key Takeaways
The Power of Personalisation: Personalising the onboarding experience significantly enhances user satisfaction. Features like dietary, cuisine, and budget preferences resonated strongly with users, reinforcing the importance of tailoring experiences to individual needs.
User Insights Drive Impactful Design: Initial user interviews provided critical insights that shaped the redesign. For example, the demand for additional sign-up options (e.g., SMS) and a clear preference for contextual information and tooltips helped address user pain points effectively.
Simplicity and Streamlining Are Key: Maintaining a cohesive and straightforward experience was vital. Simplified flows and reduced cognitive overload during onboarding ensured users stayed engaged and felt supported.
Iterative Prototyping Improves Outcomes: Frequent iterations and user testing led to measurable improvements, as seen in the satisfaction score increase from 7.82 to 8.75. Iterative processes ensured that feedback was continuously incorporated, refining the experience.
The Role of Education in Building Trust: Adding educational touchpoints, such as the context screen and tooltips, improved users’ understanding of the app’s mission and functionality, fostering trust and a deeper connection to the brand.
Conclusion and Lessons Learned
This project highlights the importance of personalisation in user onboarding experiences as a means to strengthen user satisfaction. As technology changes and user expectations continue to evolve, incorporating personalisation will be fundamental for fostering not only meaningful, but effective user experiences that promote a deeper connection between the user, the product, and the brand. Through this process, I also gained valuable personal insights, such as the importance of seeking feedback early, trusting user data over personal preferences, and balancing creativity with constraints. These lessons have deepened my understanding of how to design with both empathy and efficiency, equipping me to navigate the complex and ever-changing digital landscape with confidence and adaptability.
