Project Overview
Following the immense growth in the e-commerce market in 2020, the Loyalty product has shifted the focus to low-touch customers and a self-service approach. Low-touch customers had enormous revenue potential, but their churn rates were high.
The new self-service approach led to a redesign of the Loyalty onboarding flow, with the intention that customers will launch their Loyalty Program immediately so they will get value quickly and therefore churn at lower rates.
Impact and accomplishments
Increased activation rate by 94.3%
Increased conversion rate by 89.5%
Created a modern look and feel which aligned with new design approach and the rest of Yotpo's products
Contributed a new component to the design system
Increased the level of confidence users felt when taking the onboarding, which led to higher engagement in the B2B
About the process
Flow analysis
I started by analyzing the current flow, I reviewed the data of the funnel, identified steps that made users churn at higher and lower rates, collected feedback internally, viewed Fullstory sessions, and finally defined the main problems of the current flow.
Research
As part of my research, I focused on better understanding our low-touch customers, their needs, and challenges. In addition to that, I also reviewed and extracted insights from the onboarding flow of Yotpo's other products. And finally, I explored many onboarding flows of products from different disciplines, that I believed to be inspiring.
Design process
For the design, we went through 3 main iterations, until the concept was cracked :)
Each iteration required drilling down into the small details, of design, copy, and interaction. As a team, we conducted usability tests for each iteration, internally and with customers.
