Stotles helps businesses sell into the public sector by bringing messy procurement data from 1000s of government portals together in one central location.
The primary goal of this project was to have as many new users as possible realise value for the first time after logging in.
Problem statement
The Stotles onboarding experience had not been improved in a very long time. This led to a long process that felt disconnected from our marketing site, and led to users being unable to self serve their own onboarding into app.
Business perspective
The problems with the existing onboarding experience meant that as a business, we were not activating as many free users as we could. For the best in class account config, the majority had to be done by our internal team at Stotles. And we weren't educating and attracting users to paid features which hampered our growth.
Project breakdown
Digging into the existing experience
I carried out an audit of our existing sign up journey to identify pain points, using sources like our feedback channel, in-app chat and email support. I created a user journey to show clearly the points of friction to stakeholders.
Wireframing a new flow
Next I iterated on wireframes to ensure that our internal goals were aligned with the improved user experience. I hosted multiple workshops with the wider team to ensure alignment before build started.
Key improvements
Introducing single sign on
We were experiencing a large amount of drop off at the email verification stage, so introduced single sign on via Google and Microsoft to eliminate this step. There was a lot of hidden complexity behind the authorisation provider we used, so I had to work within a constrained UI to create a design that worked responsively.
Using AI keywords
I worked with engineering to use AI to automatically generate keywords for our users, creating better feeds for new onboards from first land. I also added an element of gamification here, featuring a progress tracker which moved from red to green based on number of keywords added.
Result
Conversion has increased from 19% before the project, to 40% after.
14% reduction in drop off via social sign up vs email.
Keywords completion has only seen a slight decrease in drop off (0.7%), so next I will be exploring ways to move this step in-app and allow set up contextually in the feed.