MyKart 2022
Seller Onboarding
MyKart is an early-stage startup aiming to streamline mobile commerce while empowering small retailers with a platform to grow an online business. Users who download the app can create a shopper account at no cost or become a seller for a paid monthly subscription.
When a seller creates a new MyKart account, they initiate onboarding and go through a series of screens with instructions for setting up a new store. Our team optimized seller onboarding to relieve the cognitive load and reduce friction to match users' mental models.
I led this project from ideating design concepts to the final handoff. Our team of developers and I met through several fast-paced workshops with stakeholders during and Q2 2022.
Sellers were confused when going through onboarding as the content often fails to communicate the app's essential functions, lacks a compelling value proposition, and demands a considerable amount of time to complete.
Sellers also feel uncomfortable providing personal information, such as credit card details, email, and address, to an unfamiliar platform.
A high user drop-off rate in the onboarding funnel reduces seller sign-ups and free trial conversion rate.
We want to educate new users about the app's functions and guide them through onboarding so they are familiar with the product and feel confident when signing up for a free trial.
We want to boost the number of seller sign-ups and free trial subscriptions. The metric we prioritized for this project is onboarding completion rate.
Our team brainstormed ideas and possible directions to develop an interactive and accessible user experience. Using the Double Diamond Design Process, I approached this project in phases of the onboarding while focusing on project requirements to meet user and business needs.
In the early stages of this project, we conducted user research and dug into analytics to understand the problems sellers faced while onboarding.
A compelling app store listing gives users a positive first impression while helping the app rank higher. Users organically discover and learn about apps through app stores, so we focused on communicating and educating sellers about MyKart during the discovery phase of their journey.
The new screen are welcoming, inform users of the product's value and guide sellers through the account setup process.
The final iteration of designs includes interactive elements on screens, allowing users to set up their account during onboarding or later through the app’s settings.
The highest friction point in the UX funnel appeared during the subscription and Stripe phases. The original experience required sellers to enter credit card information and connect (or create) a Stripe account. Now, sellers can complete these steps later in the app.
After several iterations, our team transformed MyKart's onboarding from a questionable and lengthy process to an interactive and user-friendly experience. As we prepare for the app launch, we continue to test onboarding through TestFlight. After launch, we will look at metrics such as TTV (time-to-value) and free trial conversion rate.