I helped streamline the onboarding process by redesigning user flow, architecture and interface
Vitaance is a corporate wellness platform designed to enhance employee engagement and wellbeing. It offers a comprehensive app exclusively accessible to employees upon invitation from their employer. The app empowers individuals to prioritize their overall wellbeing through tailored resources, activities, and support, fostering a more engaged and productive workforce.
👩🏻 ROLE
Lead Designer. Worked on defining user journeys, architecture, user interface design and prototyping
⏳ TIMELINE
December 2021 - January 2022
💥 IMPACT
Employees completing onboarding raised from 37% to 78%
TL;DR
The challenge was making this process smoother, faster and more comprehensive for users. I worked closely with OPS team to understand what were the main friction points and we collaborated in defining the enhanced version.
THE OPPORTUNITY
Employees received an email ✉️ inviting them to join Vitaance, but the email lacked sufficient context or background information. Since we depended on the company to provide that context, around 60% employees were not signing up 🫠 because they were unsure about what Vitaance was or why they were being invited to join.
Analyzing the current journey
In collaboration with customer service team, we began by mapping the current E2E customer journey and identifying pain points through data analysis and user interviews.
💡 Additionally to the high user churn in the top of the funnel, the initial flow relied heavily on manual processes handled by the customer service. As the client base grew, the team became overloaded. A key goal was to automate and shift some of these tasks to the online platform to alleviate this burden.
The new proposal was centered around three key ideas:
💜 A more comprehensive and guided onboardingPreviously, employees just received an email to download the app. The approach was to introduce the product in more detail, highlights its benefits, and provide guided steps during onboarding for a smoother user experience.
➡️ Streamline the processDecoupling the process of activating insurance from the app onboarding flow, thereby enabling employees to access the app even if they have not yet enrolled in the insurance coverage.
💫 Automatize back-office tasksWe implemented Mailjet to automate email communications, reducing manual effort for operations. Additionally, we introduced a CSV upload feature to streamline employee list management, eliminating the need for tedious one-by-one entries.
After getting input from stakeholders, I started designing the user interface and creating prototypes for testing. Since we had recently updated our branding, I took this chance to redesign our UI
Prototyping and user testing
I conducted user testing with 5 early adopters and gathered feedback from stakeholders and the team. We identified the need for a smoother transition from desktop to the app so we introduced QR codes at the end of the flow to facilitate this process seamlessly. Apart from this, no major issues were detected.
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Defined final workflow and designed all use cases
My goal here was to ensure comprehensive documentation for a smooth handoff to the development team.
Outcomes
Employees completing onboarding raised from 37% to 78%
And thus the app downloads, reaching 1k users 2 months after.
💜 People I collaborated with:
Rufat Mirza (PO), Farrukh Pervaiz, Camila Rengifo, Daniel Hernández (dev team), Carlos Moreno, Virginia Schmithalter (Ops, customer success)
