Creation of Onboarding Process

Project Summary:

At the beginning of my internship a goal that my mentor set for me was to explore both our consumer website and mobile app and find an improvement that would not only benefit the business but our policyholders as well. I did this in multiple ways such as my own self exploration, mobile bug bashes, digital product meetings, shadowing other teams, setting up meetings with people throughout the department, and reviewing the Digital product user feedback. Specifically, with the spreadsheet data and shadowing a huge problem that seemed to come up was the navigation of the website. Users were constantly confused on where they could perform certain actions, showing that there was a need for improvement somewhere. In our heap analytics about our current onboarding checklist the average of users who have completed at least one item is about ~73 percent as well, which is good but not great and it also showed that almost 100 percent of users didn’t complete the checklist fully.

How would this new onboarding differ? Well, it would make it a native experience where users still complete similar tasks but are given more information about the various other actions that can be made on the page, how to navigate through the page, and what it would look like once their accounts are connected. The next step was figuring out how to design the onboarding process. To do this I not only did research on other companies’ current onboarding, but I also conducted user testing utilizing disqo. Some of the questions included “Imagine that you were doing an onboarding with a financial company. What information would be mot important for the financial company to focus on during the onboarding?” or “In general, if you were doing an onboarding with a new product, would you prefer to watch an onboarding video or read text instructions t learn about the new product?” so that I could gain insight as to what users wanted and design for them not for myself.

To begin with, what the prospect would see, an advisor kicks off the onboarding process. This required a redesign of the page advisors currently see to include new features and streamline the onboarding process. Based on the disqo test, users preferred watching onboarding content rather than reading it. This led me to make the content users see in the onboarding process be videos. The content that is provided in the videos is what matters. Within the videos users will be able to learn the type of actions being able to be performed on each page. In this case, this video would teach users what term life insurance is and what it would look like on the website once connected. This would help answer a lot of the calls our team receives about how to perform certain actions, since users would have some type of prior knowledge before navigating on their own.

As far as design decisions, I tried to keep it consistent with our login/registration process designs, as consistency was also a huge issue within the user feedback tickets. The circles under the welcome would be used as the progress bar, which users wanted based on the disqo tests. Finally, ending off the process with another video congratulating prospects and again reassuring them about the company’s effort to serve them.