Project focused on redesigning the onboarding flow of the Wine app.
Problema
After downloading the app, it was identified a drop in the number of users signing up and logging in. The goal of this project was to redesign the onboarding flow to increase the post-installation authentication rate.
My Role
As Product Designer, I was responsible for user research and data analysis, market benchmarking, mapping and reviewing the current flow, product specifications, UX/UI design, prototyping, and delivery.
Current Flow
The onboarding included intrusive pop-ups that interrupted the journey, breaking the navigation flow and discouraging users from completing login.
Analysis
Using CleverTap, I tracked:
- Drop-off rates by screen
- The impact of interruptions on the journey
- Average time to complete authentication
Benchmarking
I analyzed 13 apps with different approaches to identify onboarding best practices. The most inspiring examples were Strava, Rappi, HelloFresh, Instacart, Spotify, Pinterest, Uber, and Netflix.
Solution
I redesigned the onboarding with a clear purpose for each screen.
Every step was crafted to guide the user naturally toward authentication while also setting the stage for personalized recommendations and subscription offers.
