Social betting app powered by a betting exchange.
Building a seamless onboarding experince with high techincal constraints.
Overview
In the lead up to the launch of the app we held a number of closed betas that were held in controlled environments, because of this we overlooked the pain points in the sign up flow. Upon or first open beta this quickly became an issue resulting in low completion and activation rates. Naturally it was important that this was fixed before launch to improve not only the users experience but also ensure the app was a success.
Understanding the task
While the task itself is a common feature on any application, given the nature of the app this particular flow came with a variety restrictions required by laws that often changed based on the country you operated in. Because of this it became more of a balancing act to ensure we abided by these while also giving users a smooth experience.
Most companies in this industry relied on providing uses with a monetary insensitive to navigate and endure long winded dibn up flows. We wanted to avoid this fir as long as possible, focusing purely on the flow.
What we found
Users find it difficult to transition from “exploration” mode to “analysis” mode. They were finding to many documents but synthesising the data took to long for several reasons, such as saving documents, collating then and then reviewing them. We v wanted to improve this.
The design approach
We had limited time to address the issue and had to move quickly to improve the situation. We did this through the following:
Review the data
During the initial beta, we watched the data closely and quickly noticed that metrics were not reaching expected levels. Having in-depth tracking enabled us to identify friction points easily.
Test the solutions
Prototypes of new flows were quickly built and presented to users. Given time constraints, it was quicker to do this as branched versions of the app rather than via static screens.
Implementation
Because we tested the flies, once we found a suitable improvement, we quickly put it into production.
The solution
We found that by grouping related information together users felt the flow was much quicker to complete, we also rearranged screens being country selection to the forefront making it easier to put users into the correct flow and reduce the chances of a accidental loop.
Both steps has the added benefit kg reducing the screen count for the flow, allowing users to reach the app quicker.
Learnings and conclusions
Following the crowd isn't always the best.
While several apps rely on a single-question-per-screen approach, this doesn't always fit every use case.
Keep constraints at the forefront.
When building a flow, it's important to keep constraints in mind and design accordingly to avoid unnecessary complications.ns
Test early and often.ten
Even though we were running closed beta tests, they focused primarily on features encountered after completing sign-up. Testing end-to-end with users could have highlighted issues sooner if it had been carried out across multiple territories.
