Role:Product Design, Research & Visual Design
Platform:iOS, Android
Timeline: 2 Months
Metric: Increase number of user Acquisition & Activation
Background
Since January 2024, there are 28% of users who have installed HF app but never ordered, and 40% of these users
who landed on cart screen haven't signed up yet .Looking at step-by-step conversions in the last 30 days, more
than 50% of new users who go through the onboarding don't add any product to the cart within a day after app
install. Among those who have items on their cart - at which stage they're required to sign up, over 70% don't
sign up so they can't proceed to checkout.Based on competitor benchmarking and past research/experiments,
we've created UX hypotheses on these funnels. By improving conversions through better UX up to signup, we hope
to eventually increase number of users becoming customers through completion of their first order.
Synthesis the problem
Pain Point & Hypothesis
1. Journey to Login/Signup is too long from Home Screen to Auth screen, and making user drop on cart screen
when required to sign up.
67% drop during shopping journey and 73% drop while in cart screen before they need to proceed to checkout
2. Signup Screen has many things to do that making user drop to signed up.
By analyzing the drop-off during sign-up/login, we hypothesize that having too many unnecessary fields in the
sign-up form is a contributing factor. We believe simplifying the sign-up experience will lead to improved
conversion rates.
3. Onboarding a bit too long / irrelevant content.
The current onboarding to Global Home 84%. onboarding already has all the relevant messages we need to convey
to users, but users need to experience it for themselves once they're in the app.
Onboarding rate falls to 52% it’s often a sign that there may be issues with onboarding complexity, unclear
value propositions, or lack of engaging incentives.
Articulating Design Decision
Proposed Solution
1. Phone Number as unique identifier
⭐ Observation
Phone numbers serve as a unique identifier, making them user-friendly for a mass audience, including those who
aren’t tech-savvy. Most communication apps rely on phone numbers as their primary unique identifier.
🔮 Key security benefit
Phone numbers are harder to steal compared to emails. When someone’s phone is stolen, they can quickly take
action. That’s why many consumer apps today are using phone numbers as their preferred authentication
method.
👋 Familiarity
Even familiar apps, whether direct or indirect competitors, are using phone numbers as their go-to
authentication method.
Low-Fidelity
High Level Design
Simplified Sign up Form
We believe simplicity is key to a smooth onboarding experience
Onboarding Process
🚀 Enhance User Acq Speed
By reducing and simplifying on boarding process, we can help users experience value faster, leading to higher
acquisition rates and greater long-term engagement.
🌠 Align Onboarding with relevant content.
Tailoring the onboarding experience with content that directly addresses user needs is a key, especially
highlight USP of HF’s strength (personal shopper).
Results:
Update 20 February:
We've been doing experiment start from 13 February for this feature, and looking at the data below seems
average 158% improvement in the way customer logged in after fresh download at HappyFresh
Lesson Learned:
✨Keep bear in mind to backward compatibility towards old customer who familiar with previous login with
email/SSO.
✨Cost of infrastructure because of OTP is big, how might we can reduce cost?
✨Technology depedency of OTP is large, how might we can find another channel to keep still logged in, if
there’s issue from third party?
