HIGHLIGHT OUTCOMES

Improve onboarding efficiency from 3 minutes to 0.5 minutes

The old onboarding design needs users to take around 3 minutes before entering the main interface, enabling users to feel complex and burnout. When users have these feelings, they might abandon the app before or after completing the onboarding session. However, I led the redesign, which only needs 0.5 minutes for users to complete the onboarding.

Six times faster!

Launch the App with an end-to-end design process

This App finally launched in December 2020 to 1203 users, with a 82.3% completion rate, onboarding efficiency speed up 6 times, engaged time increased 46%.

I drove the end-to-end design process, including attendees’ experience from the onboarding section at the beginning of the conference, exploring booths in the conference process, and receiving the post-event report after the event.

Please using mobile to check out this link: liftoff.ericube.me

OVERVIEW

Redesign mobile App to facilitate a healthcare conference, Liftoff PGH 2020

We designed this App to facilitate attendees to better immersion in Liftoff PGH 2020, a healthcare conference opened for 1500 + attendees held by Jewish Healthcare Foundation. In the conference, attendees venture through 5 immersive Explorations involving 60 booths showcasing the region's most exciting assets related to healthcare and innovation. The attendees will be very diverse groups of people, like investors, educators, policymakers, students. Everyone is invited!

PROBLEM

The old design was not engaged attendees to better immersion in the conference.

After an initial meeting with stakeholders, I learned that the problems that the old design caused are the low engagement rate and low-efficiency rate. Based on the results from previous user tests, The main features of the old design cost users lots of time. Since this App is to facilitate the conference, stakeholders do not want this App to be a distraction from the conference itself.

DESIGN PROCESS

USER

Interviewing with potential users to understand user needs and user goals

We did interviews with 12 people with diverse backgrounds, we identified 4 personas to represent 4 potential representatives that would be attending this conference, assessing their goals, needs, and motivation to drive design.

Synthesis

User Insights

DESIGN PRINCIPLE

Building personalized experience for attendees

Based on the user analysis, I draw the insights that we want to design a personalized experience effectively and efficiently for each attendee while building engagement through the whole experience.

USER FLOW

Reorganize user flow to find out the touchpoints with App

To find out the touchpoints, I reorganize user flow for attendees in the conference. Based on user flow, we found the main touchpoints of our App. Firstly, attendees have to fill out a survey to get a personalized recommendation of the booth list. Secondly, attendees would explore detailed information of booths through App. Third, attendees can send feedback after they visited the booth.

Highlighted features are the interfaces featured below.

PROBLEM1-ONBOARDING

The interface of the old design

The old design took 20 steps before receiving a recommended booth list.

The onboarding of the old design was not efficient for attendees to find the booth that made them interested. From the old design, we can directly see that attendees need to take around 15 questions nearly 20 steps onboarding, which took a much longer time than expected.

Analyze data from the past user tests of the old design

95% of users need to spend 3 minutes onboarding, too long!

Quantitative Data for user's feelings of old design helps us visualize the old design's problems.

We can see from the data that most users need to spend 3 minutes or more onboarding. With the passage of so much time, most testers did not feel engaging and did not effectively help them onboarding.

Visualize user flow

How long would users spend on each step of the survey?

I broke down the main steps to understand how many steps and time for each step that attendees need to spend before receiving a recommended booth list. I observed that the six Q&As cost users a lot of time, which also the part that made attendees feel unengaging. Because attendees were more inclined to fill multiple-choice questions.

IDEATION

How might we reduce the time users spend onboarding?

Drawing insights from the old design analysis, I drive the redesign to reduce the number of survey questions. According to the time spent on each step presented on the user flow and discussion with the back-end engineer to ensure that the new design can maintain a high degree of accuracy in recommending the booth list that users are interested in, we decided to remove the 6 Q&A part.

Proposed User Flow

Current user flow for onboarding

PROPOSED SOLUTION

Key Design decision and iterations

Instead of filling around 20 questions survey, my design allows attendees to fill in quick-five questions to get the recommended list. I led the iterations based on all feedback and data. Our team did two external user tests with potential attendees and two internal user tests with colleagues to implement to the final design. And along the way, each opinion from stakeholders also became our source of data.

User test Outcome

From 0 users in the old design can complete the onboarding within 30 seconds, 77.7% of users can complete the onboarding with the new design within 30 seconds.

PROBLEM2-FEEDBACK SYSTEM

Old Design made attendees distracted from the conference itself

The old design involved various chatting features within the feedback system. However, these features might make attendees distracted from the conference itself, which was not the goal of this App.

SOLUTION

To gather feedback for the conference in a creative way

I design to gather feedback from attendees after they visited the booth. There are mainly two steps for users to send feedback. The first step is to explore booths then check out the” visited” box. We did not consider more about the map arrangement in design because the conference moves online due to Covid-19. The second step is to choose emojis and send short comments as feedback.

PROBLEM 3-POST-EVENT ACTIVITY

How might we keep connected with attendees after the conference?

Stakeholders at Jewish Healthcare Foundation hope that this event can leave an impression on attendees and keep connected with attendees after the event.

SOLUTION

Personalized collection of post-event report

To have a follow-up and continuous impact on the entire event, I also designed a series of personalized post-event reports for each attendee to review their journey at the conference.

FINAL PRODUCT

Integrating all features together

IMPACT

Successfully launched at the beginning of December 2020!

“This is good to go!” —— Stakeholders at Jewish Healthcare Foundation were satisfied with this redesign.

I held usability testing to assess if the redesign solves the user’s problem and achieves design goals.

The results from usability testing:

REFLECTION

Be open to feedback and communicative

By being open to colleagues’ ideas and creating a safe space, we made a final product that represents all of our individual colleagues’ ideas!

Considering the color/design system when working on a product

Since this product had a style guide at the beginning, I learned how to create a product that matched an existing style guide. This also plays a critical role in any future iterations!

Too much color can be overwhelming.

Because our app is graphic-heavy, it may be better to keep the colors minimal so the images won’t overwhelm users!