Boosting Toric’s conversion through onboarding by 128%

Outcome

Redesigning and optimizing Toric account creation and onboarding flow allowed the company to see an increase in account creation and completed onboarding by 128%. By doing this, Toric felt confident enough to launch free trials without the additional layer of having Customer Success onboard users individually.

Problem

The previous account creation and onboarding flow had too many screens. It increased the time to value for our users without providing valuable information to help users gain traction in the web app or iOS app.

My Role

I started out by reviewing user interviews that I conducted to see how users performed their first task within the app. I began to notice a pattern; the information that we asked for in onboarding didn’t help the users complete their first task and were encouraging drops offs. Not only that, we weren’t using the data we collected in a meaningful way to help product or marketing.

After mapping out the current flow and meeting with stakeholders on what is needed to open trials - I came up with streamlined account creation that gets the user into the app faster with a focus on learning by doing, which we have found to be more successful with our users. I was responsible for the user flow, content design, collaborated with the rest of the product team on the visual design, and ensured that FUX (first user experience) made sense with learning panel feature.

The Process

Redesigning the account creation and onboarding flow began by looking at ways to reduce the account creation process and optimizing the information we asked for in order to tailor the onboarding experiences for users better.

The first step taken was reducing the account creation flow from 5 screens to 2 screens. Start with basic profile information, including email, and then verify your account. The goal being to get the users inside the web app/ iOS app as quickly as possible.

Prototype

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