Revamp the onboarding of Gaana
OVERALL BRIEF
2018
YEAR OF PROJECT
Process
Research
Competitor study, understanding status quo, understanding business & product objectives
Persona
Motivations & behaviors, App goals, Empathy mapping / emotion graph, journey mapping, task flows,
Synthesis
Design objectives, design considerations, technology constraints (if any)
Design
Information architecture, wireframing, Visual design
Research
Business Objectives
To increase the conversion rate (conversion of people downloading the app to those who sign up).
To optimise Onboarding task completion funnel and minimise drop off rate from the Onboarding flow.
Competitor study
Asking the user even before signup his choices in music, so that customised suggestions can be shown on homepage even if signup is skipped.
Lesser emphasis on USP section, impacting persuasion.
No option to skip the signup process & jump to homepage. The use case where the user quickly wants to to check homepage & then decide is unmet.
No login / signup or music language selection at the initial stage of onboarding. Directly jump to the app.
No login / signup at the initial stage of onboarding. Select the language & directly jump to the app.
The app straight away asks for membership onboarding instead of profile creation onboarding which is a detterent.
Signup is a less of a commitment and is easy to pursue the user than membership onboarding.
The use case where user wants to have a customised homepage right as he sees it first, goes unmet, as he/she would have to first go on homepage then complete the partial onboarding by signing up.
One can select a maximum of 3 song languages, but why? Do we need an upper limit?
Lack of clarity in content. The difference between music language & app language is unclear in the interface.
As the user comes to homepage, there is no direct interface to complete the partially left onboarding in order to see a customised homepage.
User Persona
User Journey (based on Persona & current I.A.)
Objective
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To understand current on-boarding flow of Gaana app.
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To step into the shoe of user and empathise with his state of scenario as to why he has downloaded the app.
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To understand user expectations & painpoints
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User emotion mapping while going through different phases of user journey
Design Considerations
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Ease of use
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Intuitive flow
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Accommodate both type of user sets i.e. beginners (or the ones with low technology proficiency) as well as the smart users ( or the ones with high technology proficiency).
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Reduce or minimise the time and effort required to accomplish the task.
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Keeping the cognitive friction minimum. Cognitive friction occurs when a user is confronted with an interface/ affordance that appears to be intuitive but delivers unexpected results. This mismatch between the outcome of an action and expected result causes user frustration.
DESIGN
Whiteboarding for I.A.
Information Architecture- Whiteboarding
Overall Flow & Wireframes
I.A. - Information Architecture
Visual Design
