Parent Village Onboarding Process
The Parent Village website was getting visits, but no new members. We researched, designed and tested a new onboarding process for them as well as a new mobile-first website design.
- Client Parent Village
- Date 1 March 2022
- Services Website Design
- My Role Sole UX/UI Designer
Project Overview
Parent Village, a community-driven platform for parents, approached us with a challenge – despite having a substantial amount of website traffic, the conversion rate for sign-ups was significantly low.
Client Background
Parent Village serves as an online hub for parents seeking support, advice, and connections. The existing website used Facebook ads to get users to visit their website. But although the traffic was great – there was very little engagement after that first interaction.
Our solution
Our research identified that trust and value were important in users’ thought processes and we needed to address these points in a much better onboarding process that would highlight the benefits of membership to new users.
Research and Discovery
Our initial research phase focused on understanding potential Parent Village users, analysing user behaviour, and identifying the barriers preventing sign-ups. We conducted user interviews and used Hotjar heatmaps and user video analysis to uncover insights into user expectations and pain points.
Key Findings
Complex Onboarding: The existing onboarding process was lengthy and complicated, deterring users from completing the sign-up.
Lack of Incentives and value: Users needed clearer incentives to sign up, highlighting the benefits of joining the Parent Village community.
Lack of Guidance: The onboarding process did not explain why certain information was required – leading to a lack of trust in the process.
Access Points: Research indicated three clear access points where potential users are entering the website.
Our Goals
- Streamlined Onboarding: Simplify and streamline the sign-up process to make it more user-friendly and efficient.
- Clear Value Proposition: Communicate the benefits of joining Parent Village to encourage user engagement.
- Personalisation: Introduce elements of personalisation during the process to make the onboarding experience more relevant.
Our Design Process
1. User Flow Mapping:
• Mapped out the existing user journey to identify pain points and areas of friction.
• Redesigned the onboarding flow to reduce steps and enhance user engagement.
2. Wireframing and Prototyping:
• Developed wireframes for the new onboarding process, focusing on simplicity and clarity.
• Created interactive prototypes to visualise the user flow and gather early feedback.
3. Incentivising Sign-ups:
• Ensured that the value of becoming a member was made clear from the beginning.
• Gave examples of possible people that new members could immediately be connected with after the sign-up process.
• Let them be comfortable with the amount of information required, by only having the minimum number of mandatories.
4. User Testing:
• Conducted usability testing with a sample of Parent Village’s target audience to validate the effectiveness of the redesigned onboarding process.
• Gathered feedback and iteratively refined the design based on user insights.
Final user flow map
Outcome
The redesigned onboarding process gives Parent Village. In testing, users responded positively to the simplified journey, clear incentives and value-led approach, fostering a stronger sense of community engagement. Parent Village is currently seeking further investment while it takes the new design into development.