User Research

The initial step involved a comprehensive user research phase. The user research methodology incorporated user interviews, surveys, and usability testing. Through this, I sought to understand the needs, goals, frustrations, and expectations of the target users. The user groups consisted of new users from various age groups, different fitness levels, and diverse geographical locations.

Following the comprehensive user research, the team synthesized the gathered data through the creation of an Affinity Diagram. This was specifically tailored to our primary user personas. By doing so, we were able to effectively uncover and thoroughly understand the principal pain points and needs of our users.

Our analysis highlighted a few key areas of concern. First, our users found the extensive length of the onboarding process daunting. This was primarily due to the long list of open-ended questions, which appeared overwhelming and tedious to answer.

Another significant issue was the overall layout of the intake form. The single-page format, filled with unstructured, open-ended questions, contributed to a poor user experience. Users expressed difficulty in navigating this layout, with many reporting it as discouraging and cumbersome.

These insights underscored the urgent need for a significant redesign of the onboarding process, focused on user-centric solutions that prioritized simplicity, personalization, and structure.

Design

User Flow
Based on the identified user needs, I redesigned the user flow to create a smoother, less intrusive onboarding experience. I leveraged Progressive Disclosure, a UX principle where only necessary or basic information is shown to users initially. More detailed information is provided as users engage further with the interface. This approach helped eliminate unnecessary steps, thus reducing the time users spent onboarding. I also added features outlined below:

Stepper
A stepper provides a visual indication of where users are in the process. It helps to give a sense of progress and achievement, reducing the perceived length of the onboarding and making the process less overwhelming.

Estimated time to completion
By setting expectations about how long the onboarding process will take, users can mentally prepare themselves and are less likely to abandon the process midway. This increases the completion rate and overall user satisfaction.

Skip Option
Offering an option to skip certain sections or complete them later reduces the pressure on the user, making the onboarding process feel less intrusive and demanding. This respects user's time and autonomy, making them feel more in control.

Reorder and Grouping Questions
Similar to the Gestalt Principle in visual design, grouping related questions together and presenting them in a logical order can make the onboarding process feel more coherent and less scattered. This helps users understand the purpose of the questions and can reduce cognitive load, leading to a smoother user experience.

Contextual Help Icons/Tooltips
Providing contextual help icons or tooltips next to certain questions can be extremely helpful for users. This ensures that if a user doesn't understand what is being asked or why, they can get immediate clarification without leaving the page or process. It reduces user confusion and frustration, leading to a more effective and pleasant user experience.

Multi-variable Testing

Once the components for the features were designed, I proposed conducting multi-variable testing to optimize the user experience and reduce drop-off rates. Specifically, I aimed to test three variables: the quantity of questions in each section, the content copies for engagement, and the specific ordering of the sections.

Firstly, I hypothesized that reducing the number of questions in each section might lower the drop-off rates. We tested different quantities and found that reducing the number of questions by 40% led to significantly lower drop-off rates.

Secondly, I tested different content copies to compare user engagement. This involved creating various versions of the content to see which ones resonated more with users, leading to higher engagement rates.

Lastly, I experimented with the ordering of the sections. I structured the sections in various sequences and monitored user interactions to determine the most effective flow. The combination of Behavioral, Goals, and Profile sections in that specific order yielded the best results.

After monitoring these tests, the data confirmed that our best approach was to reduce the number of questions by 40%, insert educational content between questions, and organize the sections in the order of Behavioral, Goals, and Profile. This strategy significantly improved user engagement and reduced drop-off rates, ultimately enhancing the overall user experience.