Setting key model for
Paradym recognizes the critical importance of supporting users struggling with their mental health. However, high drop rates have been observed, largely attributed to several factors, with one significant issue being the lengthy and overwhelming onboarding process. Even though users complete this extensive process, the rewards are not commensurate. One key missing element is the lack of education about how to effectively utilize the app and its offerings. To address these challenges, a comprehensive redesign of the onboarding experience is imperative.
Quick Summary
KEY RESPONSIBILITIES
As a solo designer here, I have to wear many hats in-order to deliver smooth digital experience.
Working with research team
Derive data based on research and analyse it
Set clear goal settings for the product
Deliver UI, Illustration and animations
Collaborate with CEO and Developer to ensure design margins are set and delivered
Create handoff file
SURFACES
Web app - Subscription model
Mobile app - Assistance for review and data input
STAKEHOLDERS
Product Manager - Synthesize × 1
Software Engineer - Synthesize × 1
CEO and CTO
IMPACT
Reduced the drop rate hugely
The Product
Paradym was founded in 2018 to help people improve their emotional wellbeing and understand their emotional patterns – or why they feel the way they do. Ironing out complex emotions like anxiety and overwhelm requires help you can trust. This is why Paradym’s programme is backed by the science of emotions.
The Problem
Onboarding on an app provides a crucial state which helps users to understand the product and provide a first impression about the the product. Human psychology and usability plays a key role behind the UI here. The existing onboarding of the Paradym was long and users have to spend 2-3 mints just to get the Home screen. Thats made huge numbers of users to fall off Paradym. I’m here trying to understand how an user approach an onboarding and how effective I can redesign.
What we learned
Listing few of the pain points that I discovered from all the research and ideation
1
Consider a significant proportion of users as women in their twenties, navigating life challenges or crises.
2
Prioritize elements that build trust and maintain confidentiality. Streamline onboarding to reduce user drop-off.
3
Users prefer an onboarding process that isn't time-consuming but still gathers necessary information efficiently.
4
Users appreciate the ability to set preferences and goals at the start, seeking control over their journey.
5
Simplify onboarding steps, minimize unnecessary progress indicators, and avoid creating curiosity gaps.
6
Clearly communicate the app's offerings to users.
7
Leverage smooth animations and minimal design to evoke positive emotions and trust in the platform. Highlighting professionalism and trustworthiness positively impacts user perception.
8
Ensure clear communication of errors and process stages to prevent confusion. Avoid unnecessary screens or clicks in the onboarding flow.
9
Inform users about data collection upfront, setting expectations about the app's functionality and how it aligns with professional advice or scientific basis.
The Design
The design of the Paradym app is meticulously crafted, drawing heavily upon research data and adhering strictly to established brand guidelines. A robust set of guidelines provided the framework for the visual design, ensuring consistency and coherence throughout the app. The design philosophy is deeply rooted in minimalism and non-traditional approaches, aiming to offer users an innovative and refreshing experience.
Central to the app's design is the concept of the "Pathway" – serving as the singular source of truth for all contents and assessment tests. Inspired by the Tree of Life and the flow of life depicted in Japanese mythologies, the Pathway symbolises growth, resilience, and the journey towards mental well-being.
In line with the brand guidelines, the app features a dark-themed interface, carefully curated to effectively showcase the contents while maintaining visual appeal. This design approach aims to create an immersive and calming environment for users, facilitating their engagement with the app's features and fostering a sense of tranquility and focus
Product Suggestions
Extent trail window.
Current trail window is only for 7 days, and the user emotion Assessment happens in 14 days. which makes user cannot see their progress in their trail window. To leverage loss aversion- suggest to extend trail window of generous 20-30 days.
Only trigger paywall in the end of trail window.
Currently user opt for trail and pay because it mandatory to jump in. There is no intrinsic motivation to the user. This can cause drop at the onboarding. Research hints large number of users are struggling with their financials
Pause and Play subscription.
As large number of users have financial troubles and this cause users to unsubscribe. To avoid this we can introduce Pause subscription which helps to use apps basic features and once they recovered from financials they can resume, which makes users to stick as we build trust and humility.
Assumptions to test
Reduction in time to onboard
Streamlining the onboarding process by condensing screens or steps will reduce the average time taken to complete onboarding.
Compare the average time taken for onboarding before and after implementing streamlined changes.
Intro video vs Intro Sliders
Compare the impact of an introductory video versus a series of introductory sliders on user comprehension and engagement during onboarding.
Explores whether visual explanations via a video or step-by-step sliders are more effective in conveying information and retaining user interest.
Single vs multi page assessments
Evaluate whether condensing assessments onto a single page or dividing them across multiple pages affects user completion rates and satisfaction.
Investigates if the presentation format of assessments influences user engagement and ease of completion during the onboarding process.
New onboarding made good impact and reduced drop rate.
Other Interfaces
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