Snow Leopard Tech Challenge 2020

Overhauling onboarding experience

Context

ROLE
Product Designer
TIMELINE
April - June 2020
TEAM
6

Snow Leopard Tech Challenge (SLTC) is a annual startup competition organized by Irbis Ventures, a digital venture builder headquartered in Singapore and Mongolia.

After SLTC 2019 we knew our onboarding experience was disastrous to the point that sometimes we had to personally guide them through the onboarding.

So for two months I led an effort to improve the onboarding flow, achieving results beyond what the company thought was possible.

Challenges

21%

Completion rate

1 hour 35 minutes

Average time spent

brain icon

A long, arduous flow caused

Cognitive Load

art icon

Inconsistent, outdated

Visual design

Approach

Aligning the team

We needed to collectively acknowledge problems with the onboarding flow, share concerns about a project of this scale, and uncover requirements for finding solutions. My team achieved this through design sprint. I planned and facilitated a one-hour discussion with each team members, which culminated in an intensive two-day design session. The concepts from this design sprint created the shared principles and goals needed to make the project a success. Several major product ideas from the sprint would reshape not only the Onboarding flow, but also Log In and Invitation systems.

Crafting a linear experience

Many of the problems of the existing onboarding experience—nonlinear flow, redundant & useless content, lack of safe exit points—stemmed from using a multi-varied flow. As we found ways to eliminate content and steps, a concept emerged: how might we reduce the five-page flow to a single page linear flow?

linear new flow

After exploring several concepts, a linear approach performed best in user research and was preferred by Irbis Ventures’s executives. Instead of a constantly going back and forth, one page could house mini-flows so users could complete all necessary steps without leaving the Onboarding page. This set clear expectations up front about what was necessary to participate in SLTC 2020

Results

80%

Completion rate

59% increase

26 minutes

Average time spent

User flow improvement
Before
After
Flow before
Dramatically increased completion rate

Reducing the old onboarding flow to a single onboarding page was enormously successful. The onboarding redesign project was a dramatic step-function improvement that increased registrations far beyond anything the company had been able to accomplish.

Culture shift

The our team’s accomplishments demonstrated that bigger bets could be successful and would be supported by executives. This specific design patterns were soon adopted by Irbis Oasis platfrom as a whole.