Gwapit is a productivity app that helps you access and process all your notifications from a single place thanks to powerful filtering.
Gwapit setup is long and difficult because it requires to link an application to Gwapit before being able to use the product. We lost more than half of users during the process to connecting an application to Gwapit and another half when they finished to setup their account.
How can we improve user retention?
After data analysis of our usage metrics, we noticed that our acquisition funnel had a major issue on the app connection level. Indeed, 62% of people who tried to connect an application failed. I first relied on Hotjar analysis to see where they had trouble and make hypothesis on why. Then, we organized physical meetings with prospects to set up their account with them. This allowed us to understand their major pain with the connection:
The two first issues were about sharing informations to the user in order to let him take a decision with all the cards. I decided to add a 3 steps section to each application to give more information to users.
First, the connection button was not active until users read the 3 steps. I found this solution very frustrating and it was proven through usage. Even if users don't always read the sections, the simple fact that it was here if they wanted to, was sometimes enough. Feedbacks about reassuring dropped a bit. But it was not the only issue.
When they signed up, people didn't always really come from the landing page. They needed context to understand the purpose of Gwapit and the benefits of connecting an app earlier in the funnel. I designed an Onboarding process to explain what Gwapit does and guide them through their first app connection. To help users visualize their progress, I added a progress bar and step indicator.
I wanted them to be active in their setup by letting them choose their job and subjects they related to. At first, users were enthusiastic to see that Gwapit was already adjusting to them. But I soon discerned that it was very quickly deceptive because the personalization was not effective enough. Worth, it was also confusing. Indeed, when they arrived on their dashboard, their choices were not taken into account. I decided to remove the option until the personalization feature got better.
I observed that customers had difficulty understanding what do to when they finished to set up their account. They felt disoriented and didn't know where to start. One of the main reasons was that empty states were inexistent or confusing. I designed new ones to explain why the interface is empty and how to change that.
The second action was to create tooltips to explain the main features of Gwapit. I designed a prototype to test it with 5 people that didn't know Gwapit and fitted the target. I gave a really short introduction to not biased the test. In overall, the concept was understood. One step was a bit confusing so I updated it, along with a few wording modifications.