Problem to Concept - UX and Growth
Redesigning Family Account Onboarding Flow
SSituation
dibz, a startup that helps users improve their chances of securing first-hand housing contracts, identified major challenges in the user experience for its family account onboarding flow. The platform's offerings for families, particularly for users with kids, were underutilised. This resulted in low conversion rates and higher churn among this user group. The existing user research data was unstructured and lacked actionable insights, further complicating efforts to address these issues.
TTask
My role as a UX Designer was to redesign the onboarding flow for family accounts to reduce churn and improve conversion rates. Specifically, I aimed to organize and analyze existing user research, identify critical pain points, and provide actionable solutions that reflected both user needs and business objectives. Ensuring brand coherence across all touchpoints was also key to fostering trust and usability.
AAction
I applied a user-centered approach to organize and synthesize unstructured research, leveraging techniques like user journey mapping and "How Might We" exercises to define user types and pinpoint pain points. I also conducted workshops, heuristic evaluations, and hypothesis-driven ideation sessions with the team to generate actionable concepts. From this process, I developed wireframes and concepts, focusing specifically on improving the functionality for family account users, streamlining the onboarding process, and enhancing brand consistency. These concepts were validated through usability testing to ensure they addressed the desired improvements.
Mobile app wireframes and UI design concepts
RResult
The redesign generated a set of actionable improvements for the family account onboarding flow, aimed at increasing conversion rates and reducing churn. A dozen concepts and wireframes provided clear direction for further iterations and development, laying the groundwork for a stronger and more engaging user experience. The solutions offered a more coherent, branded and trustworthy experience, addressing both immediate pain points and long-term user retention goals. dibz was highly satisfied with the results, implementing some of the solutions into their platform to drive measurable improvements in user engagement and retention.
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Rebecca Liss