Challenge 01 — Fixing Onboarding Drop-Off

Unfortunately, I couldn’t submit my first challenge before the due date. I only managed to outline my thinking process at that time, but I’ve finally completed the full version.

Brief for challenge 01

Outline

Wolt is a delivery app that connects people with local restaurants and stores. It experiences a high uninstall rate within the first 3 minutes, and 75% of users abandon the onboarding process when their area isn’t serviced. Only 8% are willing to enable notification updates. The main goal of this case study is to decrease the uninstall rate by 30% and double the opt-in rate for reminders.

“I went through all those steps and then found out they don’t even deliver to me.”

“I would’ve stayed if I knew I’d be notified when they launch here.”

“It felt like a waste of time. I deleted the app right away.”

Design decision

Based on key and research research insight. I focused on reducing early abandonment and turn “waiting period” into active anticipation.

• Cut onboarding steps, early checkin on availability, expected impact reduced long abandon “that” onboarding session75%
• Incremental reward system over time for keeping the app installed.

How I get there

Understand flow

Current onboarding flow treats all new users the same and assumes their area is covered from the first landing, requiring along registration process until they discover that the service is not available in their own area. THEN WHAT??.

This results in frustration :

• Early time investment feels wasted when users discover their area isn’t covered
• Passive waitlist without knowing is this worthy

Current onboarding process

Design Goal

Reduce abandonment frustration during onboarding phase and transformed the “uncovered area” moment from frustration into anticipation, which impacted to reduce uninstall application between the first three minutes.

Design Solution

1. Simplify onboarding flow, put availability service at front and communicate availability upfront

Improved onboarding process

New onboarding process

2. Introduce incremental incentives with opportunity to explore: a. Small milestone to keeping app installed b. Unlock rewards once it launches

Waitlist flow with incremental incentives

Next Step/Validation

Since the process above is research and ideation, we need to outline the next steps and validation methods.

1. Prototype testing for incentive system : A/B testing variants of the reward milestones to optimize engagement.
2. User interviews to gather users perspectives on waiting experiences and validate user motivation.
3. Quantitative result tied to OKRs : Compare opt-in rates pre and post implementation to validate the design goal alongside with overall uninstall reduction metrics
4. Business validation : Track retention metrics and assess if the target of 75% reduction in abandoned sessions is achieved