Enhancing User Experience of Memo'd Onboarding
Lilianka Julian
UX Designer
Product Designer
Product Design Consultant
Figma
Maze
Memo'd
About
Memo'd is a web and iOS content service that aims to inspire the digital community. However, they experience significant user registration drop-offs and incomplete onboarding.
Challenge: Decreasing user drop-offs during the email registration and onboarding.
Timeline: July, 2022-November, 2022
Problems to solve
80% of users drop out of onboarding.
Some users prefer social logins over email, conflicting with business strategy.
Guest users tend to choose secondary buttons, hindering business efforts.
My roles and responsibilities
Product design and strategy.
UX research and data analysis
memod-onboarding
Outcomes
35% Decrease in time on task.
Redesign 5 steps removed from user journey flow.
15%Increase in task success rate.
Project deliverables
User persona designs.
Sign-up and onboarding low-fidelities.
High-fidelity redesign in collaboration with Estefanía Farías.
Future POC ideas and low-fidelities based UX Research.
project-deliverables
Process
Understand the problem in design
Assessment and Research:
usability-testing
Explore possibilities
Workshop facilitation and Product Design:
exploration-and-workshops
Materialize the idea
High-fidelity prototypes:
Pilot design:
Results
Reducing significantly the amount of steps of the user flow, creating a more smooth and organic onboarding process that lead to outstanding outcomes:
35% Decrease in time on task.
15%Increase in task success rate.
Takeaways and learning
Deeper problems associated with the Information Architecture and design system.
Despite toning down the colors of the social logins, users still struggled to make decisions.
Our dark mode color scheme reflects a lot of light, and white is perceived as a primary color.
Although I had direct contact with business stakeholders, it was difficult to influence design decisions.
While working with Estefanía Farías, we agreed that I would continue to mentor her after stepping out of the project.
