Onboarding Experience | Case Study

Timeline

4 Days

Deliverables

UX Design, Product Flow

Context

Food is an important part of our lives. It is a necessity, embedded deep within our lifestyles. In many cultures, it holds utmost value from serving the guests to offering it to the gods, a lifeline indeed.

 

In current digital era, the accessibility of food and how one consumes has changed tremendously. The behaviour around ordering the food - from cooking to delivery, nailing the overall experience has always been a challenge.

 

App users are transient and are quick to jump ship when they don’t understand an app’s value. In fact 25% of the users abandon an app after first use. Getting a user to complete the onboarding process has been considered an important metric to define success. Having a strong mobile onboarding experience that clearly highlights what one offers is key to setting the right user expectations. This is exactly why having a intuitive mobile app onboarding experience is critical for success. First impressions matter and you only get one shot.

Why Onboarding is Important?

After initial context study, I started jotting things which would define overall onboarding experience. There seems to be a lot of metrics which would come into play, such as:

Succinct - Giving all the information the users need in a concise manner—which is critical in a world of short attention spans.

Value-focused - The what, where, and how is clearly answered, in chronological order.

Appealing / Visual - Aesthetics and branding. The onboarding process should be quick and simple which helps lower the risk of app abandonment.

Compelling -  Why our product is unique and how do we solve this differently as compared to the competitors.

Easy - New users should be able to easily sign-up using their Facebook, Google account or Mobile Number.

Helpful - Should point people in the right direction based on their individual needs

Straightforward - Highlighting value upfront is quite essential. Any offers applicable should be prominent so that users will try the product out.

Relevant - Careful targeting and segmentation of product services

Precedence Map

Following is the precedence map built based upon the metrics which would constitute to the Onboarding Experience.

Low

Precedence

High

Precedence

How might we

- Convert First Time Users to use Dahmakan easily?

- Welcome new users into the world of Dahmakan Ecosystem?

- Design a simple and easy Onboarding experience for Foodies via Dahmakan?

- Collecting user preferences? - Provide visual cues of fresh meals as well as written description?

- Bring out Brand positioning in the onboarding flow?

Focus Group

To get the ideas of the users and  their thoughts, following is the user persona I considered based on the product offerings. One of the focus group (amongst others) could be - Bachelors, who don’t know how to cook, are a foodie, moody, trend-setter, busy with work, follows millennial lifestyle, active on social media, an influencer, lives outside hometown in a metro city.

User Persona

Professional Pavan

Archetype - Local

Age - 25

Location - Kaula Lumpur

Origin - India

Marital Status - Single

Living - 2 BHK

Occupation - IT Developer

Education - M.Tech

I like exploring new dishes, but due to my busy schedule I can’t properly plan around it.

I wish there was a platform for me to order meals and get great meals suggestions

About

Pavan is an IT professional from India living independently in Kaula Lumpur and is a big time foodie. He wants to visit restaurants and try delicious and healthy food. Due to his busy work schedule, he can’t focus much on exploring food options. Often times he ends up eating junk food at his office.

Habits

Pavan is hard working, his weekly routine is usually busy. He can’t keep track of his eating habits due to his busy schedule. He ends up eating unhealthy food due to lack of time and planning from his end.

Motivations

Pavan likes to try new cuisines , provided it’s easily available and is part of healthy meal. He prefers to explore various food suggestions recommended by his friends and colleagues.

Goals

- Easy & prompt meal availability

- Meal suggestions

- Simple and well informed menu / meal plan

Ideation

Collecting meal preferences of users

Preferences of users when it comes to ordering a meal is usually subjective to the mood, taste, hunger level, quantity, time of the day, prices, offers etc. These criteria may differ and hence are not exclusive. 

Quick Flow Overview

User Preferences > Mapping them to Dahmakan’s overall menu > Quick Meal Suggestion on Onboarding > Which acts as quick intro on how to order a meal in Dahmakan App

Designing the Cards deck based upon Dahmakan’s menu inventory

To know what the users might be interested to eat without bombarding them with lot of questions is a tricky task indeed. The questions/deck designed has to make sure it covers what Dahmakan is offering and what the users want to eat in a few simple steps. For this, let’s look at the Dahmakan’s Menu before we come up with the questions. As per the current Dahmakan app, currently there are 14 - 15 Menu listings:

Dahmakan Menu

Malaysian Favorites

Chinese

Indian

Malay

Western

Japanese

Thai

Dahminum  Combos

Tealive Combos

Krispy Kreme Combos

Kampong Kravers Combo

Sides

Drinks

Desserts

Cuisine Type

Combos

Extras

Categories

Healthy

Seafood

Rice / Noodles

Non Veg

Snacks

Quick Insights

- Pushing a user to select from these menu listings is gonna be a hassling task, hence adds to a dropoff.

- The preference questions asked should be minimal, short & crisp which gives the idea of what the user is interested in.

- Based upon these user preferences, we can quickly suggest meals to the user from where he can add it to the cart.

- This makes sure that the user is onboarded and is also introduced to the meals Dahmakan offers.

- The suggestions could differ based upon what hour of the day it is. Hence making sure the user discovers what he wants to eat.

Overall Categories of Dahmakan Menu

Healthy

Sea food

Rice / Noodles

Non Veg

Snacks

Combos

Cuisine Type

Extras

Further condensing the menu - based on what time of the day the user is browsing the app, we can recommend a meal from the following categorisation:

Morning

Healthy

Snacks

Afternoon

Healthy

Sea food

Rice / Noodles

Non Veg

Combos

Evening

Snacks

Extras

Latenight

Healthy

Sea food

Rice / Noodles

Non Veg

Combos

Personalisation through Human touch

Before I began ideating designs for personalised onboarding experience, I wanted to dig deeper into understanding what factors affect the user in ordering a meal in the first place.

 

This led to a new idea of personalisation and a human touch through chef recommendations. Right now, users are being landed on a menu screen which can be overwhelming because of all the options, and frustrating because they’re unable to find a specific meal of their interest. This leads to a drop-off and not a great experience for the first time/revisiting users.

Since in Dahmakan’s Ecosystem chefs play a very important role, we can also present the final meal suggestions to the users as chef recommendations. This makes the users feel welcomed and that there is a human touch involved, hence the personalisation. This recommendation could be based upon:

- A Popular Dish

- Highest Ratings

- Good Reviews

- Great Offers

Suggested Onboarding Flow

Onboarding UI

Entry Points for User Onboarding

Product Features Introduction

Collecting Users Preferences

Meal Recommendations based on User Preferences

Collecting User Preferences - Swipable Cards (Exploration)

Have you eaten yet?

© 2020 Niranjan Morkar