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Overview
Conduct a research study to find a way to decrease drop off from app download to account creation.
Team
Product Designer - Nicolle Diiorio
UX Designer/Researcher - Henry Olstein
Up to 40% of prospective users drop off between download and full account creation. There were two main drop off moments. Between download and email input, and between email input and password creation.
Up to 50% of prospective users drop off between download and full account creation. There were two main drop off moments. Between download and email input, and between email input and verification.
We conducted an unmoderated qualitative study with 12 new users that were an even distribution of gender, age and locations.
App Store Impressions
Sign Up
Vault Creation
First Impressions + Recall
Value Prop + Rankings
Below you will see the prototypes used in the study. We tested 3 versions of the flow. Each participant saw the baseline plus one of the new variations.
We had a hunch that beginning the onboarding with lengthy legal text was a turn off for users especially, considering the app's subject matter. We felt it was important to ease the user into the idea by including brief explainers before intimidating (yet unavoidable) legal text.
We also made some simple UX updates to expedite the legal screen agreements.
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Terms of Service Updates
During our research, we identified some usability issues. One common problem was that users often missed the checkbox. To address this and streamline the process, we introduced a swipe feature. The swipe was chosen for its quick action and to differentiate it from a CTA button, given its role in confirming the user's agreement to terms.
Privacy Policy Updates
Users tend to review the privacy policy on this app more frequently than others due to its data-sharing nature. However, some users skip through without scrolling down the page. To address this, we added short summaries for each section throughout the text, along with a progress bar. Users can tap an arrow to jump to the next summary further down the page. This new feature received positive feedback, and many users engaged with and read through all the summaries.
Version A
This version focuses on user earnings. Majority of our users fall in to our "Earning Maximizer" persona so we wanted to test if this type of language would lead to completions.
However, the results showed that starting the conversation with money was off-putting for most users. Many described it as feeling like a "scam" or "too good to be true".
Version B
This was the preferred version of the test. Users felt the messaging was clear, informative and reassuring. One critique was that the headlines were unclear. This is the bases of the final output.
Version C
We tested a shorter version of the explainer to see if the length of the onaboarding was impacting the drop off. User's did not respond well to this version and usually skipped over it, as they said it was "too much information on one page".
Building trust is the key to getting users to complete onboarding. Users appreciate transparency around what Caden is doing with their data and don't mind extra screens for clarity. Improving transparency decreased user drop-off rate.
Revamp of the Caden's Vault with ID verification.
The first personal AI trained on user data within the Caden App.
First version of the design system used to launch the Caden App.
Premiere of AnthologyAI's enterprise platform for customers explore products.
Caden's version of "Spotify Wrapped" across various data types available year-round
