2023, a project for meutudo.
3 months, with research, design and development
Luádyna Almeida (Product Designer), Leonardo Brum (APM), Vinicius Gomes (PM), Wagner Lima (Tech Lead), Thais Martins (Colaborator)
Main conclusions and results
This project was very important to me because it taught me that design is all about working simply and generating a significant impact for the end-user. With a proposal to launch quickly, the results were significant enough to impact the company's overall numbers and achieve the primary goal.
As the impactful results, we could get:
Up to 23% of complete registrations
From the first screen of onboarding to the final registration screen, there was a 23% increase in the number of users who completed the journey.
Significant increase in each sign up status
After analyzing every screen status, this solution reduced up to 45% of dropouts in each status.
The challenge
During the last quarter of 2023, the Onboarding team had a primary goal of increasing completed registrations, which would result in more active users.
The company was facing a significant issue with dropouts throughout the entire registration journey, and the exact reasons for these dropouts were unknown. However, the Onboarding team was able to gain some insights from the Customer Success team, which helped, at the time, to generate hypotheses to address the problem.
Context about the registration process
Steps of the registration
At MeuTudo, the user must choose the desired product from the company at the beginning of the process. The system checks the database for any matching records with the provided CPF. If the user's CPF doesn't match the product they selected, they are not allowed to proceed.
Completion rate
The registration process had a completion rate of around 60%, which is considered low given that is a very common sign-up journey in apps.
The wrong selection
Around 30% of users select the wrong product type during registration, based on data from Customer Success. Most users request to reset their registration information to change the product they initially selected.
Hypotheses for the dropouts
Given the problems, the Onboarding team led a workshop to gather hypotheses that could be worked on several proposals. The main hypotheses were:
1. The acquisition team isn’t attracting the right user: That could result in a high number of users who are not interested in the company's services;
2. The user doesn't understand the value of the company: The user is the right one for the company but is unaware of the services offered. They can become in an organic way;
3. The registration journey is complex: If the user is not completing the registration journey, it could be because there is a perception of complexity in the journey.
The chosen hypotheses for test was "The user doesn't understand the value of the company", for assuming that it could be resolved with a simple solution for a faster process: develop, test and learn with it.
The A/B test
The hypothesis was tested in an A/B test using Google Firebase, where the “control” was the existent screens and the “variant” was the service onboarding proposed. The test was initially conducted with a user base of 1,000 and gradually expanded over 20 working days until the final results.
The solution
Before the solution, the user was presented with a splash screen and then given the option to either sign in or sign up.
To provide users with more information about meutudo and its services, a carousel displaying the available services was introduced before the sign-in or sign-up options. The hypothesis was that this would encourage users to proceed with the registration process.
After: Carousel showcasing company's services
Lua Almeida
Made with love, using Framer