Carb Manager is the #1 low carb, keto, and macro tracker in the App Store and Google Play store with over 15 million users and 600k+ ratings.
As one of the biggest drivers to conversions, the onboarding flow is the first thing that grabs the users and gets them to start using the app. This was a crucial flow that needed a lot of improvement but also offered the biggest opportunity for making an impact for the app.
Role
- Responsible for leading the project from start to finish by collaborating with PMs, Engineers, and stakeholders to validate and launch project.
- Hosting workshops with cross-functional teams to understand department needs, and present findings and solutions.
- Advocating for the user and defending decisions with data and real user feedback.
Key Actions
- Cross-Functional Team Collaboration
- UX Research & Analysis
- User Testing
- Hi-Fidelity Design
- Development Handoff & Support
The Problem
By holding workshops with the team, we identified key problems in the previous onboarding experience. Some of the key issues were:
- What can the app do for me?
- How is my information being used?
- Users selecting default diet
- How can the app help me reach my goals?
- Final screen is not engaging enough
The Process
Competitor Analysis & Brainstorming
I took video of a total of 10 competitor apps and their onboarding flows. And shared with the team a summary of common patterns, features, and questions of their onboarding flows. We quickly realized that almost all competitors had very long onboarding flows that asked many questions to understand user’s goals. This observation was additional validation for feedback we received where users felt like they were not heard enough and the app was not doing a good job of listening to their goals and creating a plan catered to them.
Wireframes & User Flows
By creating a flow map of all the key screens and processes, I was able to identify which screens we need to keep in the flow, which can be removed, which can be skippable, and more. This was a crucial step for the team so we can narrow down the steps and ensure we’re asking the right information and not adding unnecessary steps.
User Testing & Validation
I conducted user testing at various stages in the process and iterated based on the feedback received. Originally we never had an informational screen and we quickly noticed a lot of users noting that they were not clear on what the app can do for them. We then added an informational screen and immediately saw better feedback from testers. Overall, testers were extremely happy with the final approach and made comments like “I was inspired to start my plan” “It was laid out very clearly and I liked how everything was tailored to me”
The Solutions
