New Onboarding Flow From Sign Up to Activation
Singular | 2024
About Singular - a complex B2B SaaS platform in the AdTech industry with a primary focus on the gaming app industry. Specialising in marketing analytics. It offers a solution designed to help businesses optimise their marketing strategies and improve their return on investment (ROI). The platform provides a comprehensive view of marketing performance through advanced analytics and data integration.
Singular's Clients:
What are we Trying to Solve?
Since Singular is a complex system, users need to follow the onboarding guide to make the most of the product and get started effectively. However, adoption of the onboarding guide has been only 50%, and we aim to increase this rate. We wanted to encourage self-serve onboarding within the system and reduce the need for contacting the customer support team.
Additionally, as Singular offers different solutions for various audiences, we want the onboarding experience to be tailored to each user’s needs.
The Solution
In addition to the step-by-step guide, we created a new feature: Plan Your Onboarding. This feature consists of a series of questions designed to help users achieve their specific goals. After answering these questions, the onboarding flow will be customized to better meet the user’s needs.
Illustration by: Sasha Ludashkin all rights reserved to © Singular 2024
Meet the Personas
Singular's clients include both agencies and mid-sized gaming app companies. The primary users are typically from the marketing and R&D departments.
Marketing (Marketing Managers or CMOs)
Goals: Optimize ad spend, increase ROI, and improve campaign performance.
Pain Points: Difficulty in tracking cross-channel performance, managing multiple tools, and interpreting data insights.
Software Developer
Goals: Seamlessly integrate SDKs/APIs into existing systems, customize implementations, and ensure optimal performance.
Pain Points: Complex or unclear documentation, debugging integration issues, ensuring compatibility with various platforms, and managing SDK updates.
Marketing Manager and Software Developer - The Collaboration
In this feature we aimed to improve the onboarding experience.
1. For the marketing manager to set specific goals, such as: “Will you be running a SKAN campaign? Will you be running an influencer campaign?”
2. After setting the goals, the onboarding flow will be customized for the developer, and the SDK integration code will include those goals. This means a clearer and more accurate code.
Illustration by: Sasha Ludashkin all rights reserved to © Singular 2024
User Research
Full Story is a qualitative tool that allows us to observe user behavior, while Mixpanel is a more quantitative tool, providing data-driven insights that help us identify specific actions and trends.
By combining these research tools, we discovered that only 50% of users engage with the onboarding guide, and just 33% of new sign-ups complete the process and activate their accounts.
These insights have helped us to spot the issues in the onboarding process, giving us a clearer direction for improving the user experience.
User Flow
I created a user flow to outline how a user would navigate through the product, ensuring that the journey was intuitive and led to a clear self-serve onboarding process. From setting the marketing goals, through generating an accurate code for implementing the SDK keys and creating the first marketing-data report.
Wireframes
After defining the user flow, I created wireframes to map out the personalized onboarding process.
Focusing on key features I designed intuitive layouts with clear navigation and interactive elements.
Collaboration with the product team and iterative feedback helped refine the wireframes for smoother implementation and a more effective onboarding process.
The Final Design
The final design focuses on an intuitive, personalized onboarding experience, with clear navigation and interactive elements.
Iterative collaboration with the product team refined the design, resulting in a smoother, self-serve onboarding process that improves user adoption and reduces reliance on support.
The Results
92%
Adoption
92% of all signups completed the Plan Your Onboarding
50% ➾ 64%
After launching the Plan Your Onboarding feature, users engaged with the onboarding guide even more. Adoption went from 50% to 64%.
33% ➾ 44%
From sign-up to activation went from 33% to 44% in 6 months. While it's challenging to attribute this change to a single feature, it reflects the overall improvements we made to the onboarding flow.
My Role
As a product designer, I led the UX of the project, based on user research and user behaviour data. Thinking about a wizard solution that will welcome our users as the first step of the funnel. I collaborated with a Product Manager, brainstorming ideas, from hand-drawing sketches to fully designed experience in Figma. Additionally, I worked closely with the R&D team to ensure our vision was executed as planned.