Humanity Talent Mobile Onboarding Experience
Project Type:
Practicum
Duration:
5 Weeks
June - July 2022
Team:
5 Designers
Role:
Lead UI Designer
PROJECT BACKGROUND
People of color represent less than 15% of executives in the largest U.S. based healthcare companies.
In 2020, Humanity Health was launched to advocate for C-suite diversity in the healthcare industry. The company is looking to scale its most recent project: the Humanity Talent Network, a career acceleration platform for executive talent to discover new connections and job opportunities.
CHALLENGES
“How Might We” Statement
How might we redesign onboarding to be more informative & engaging for new users?
Humanity Talent Network is still using a basic onboarding experience from initial launch, which results in users feeling unmotivated and eventually uninstalling the app. The company is hoping to introduce a new process that will retain users and have them send invites to other like minded professionals.
USER RESEARCH
Surveys
A team member and I created a survey that was sent to 27 participants who fit the target demographic: Black, Indigenous and executives of Color who range from ages 40 to 55. Questions were centered around:
What social or professional apps they use
How and where they hear about new products
How they evaluate if a product is worth signing up for and other expectations
Design & Business Guidelines
Less is more.
Lead with intention. It’s okay to not have all of the answers. Explaining why you made a decision is important.
Future recommendations can still have priority.
Don’t be scared of an idea that can take a lot of time or resources to build. Keep reasonable constraints in mind, but don’t kill your dreams too soon.
Emphasize new ways of thinking.
The client team is deeply involved in DE&I and executive leadership; they were adamant in having us design an experience for humans and not just corporate partners.
While other team members gathered participants for interviews, I met with the client to learn more about the company’s design philosophy and discovered that they valued the following:
01
Value Upfront
Users constantly refer back to their understanding of a product’s value while interacting with it. They aren’t as exploratory compared to younger generations.
Research Findings
02
Time is Money
Due to personal and professional responsibilities, users typically don’t have a lot of time to learn about new products.
03
Designing for Humans
Although the target audience is business executives, the general consensus was that the product is not relatable.
04
Data Awareness
The rise of third party data, cookies and corporate data breaches has made users more curious about how their information is used (especially on social apps).
IDEATION
Persona
Based on research and survey responses, the team came together to illustrate the research insights into a relatable persona.
Current User Flow
A team member and I received access to the current onboarding flow, which we noted as highly technical and inefficient for users.
Revised User Flow
A team member and I reimagined the experience to provide enough information for users to understand the app, and the information requirements for the client.
WIREFRAMING
Sketching
I sketched a few examples of what a potential UI might look like for this flow, which evolved after working closely with another UI designer on the team.
First Prototype
I took the lead on pushing pixels for prototyping, while another designer helped with structuring and writing verbiage for each frame.
USER TESTING
Overview
Three team members conducted user testing with 7 participants over Zoom. At around this time, I became aware of the cognitive biases that can occur for moderators (not just users). It led me to believe that I had my own emotional biases due to my familiarity with the design. The team would review all feedback while I worked on the final presentation, and allow me to organize it into actionable steps that they can approve before moving forward.
Community Engagement
Users liked having the opportunity to join communities while onboarding; it made them feel like they belong to the platform before exploring the app.
Users were curious to know how their data would be used. They also didn’t believe that all of the information throughout onboarding should be necessary to sign up if it can be added later.
Some users were not aware of the progress bar that shows how far along they are, which made them feel confused and not want to finish signing up.
Data Curiosity & ‘Skip’ Options
Visibility of System Status
DESIGN CONSIDERATIONS
Repositioning Lander for New Users
Original design serves existing users, but the new solution has to account for a high bounce rate
Allow users to explore the app before signing up
‘Explore the App’ feature can help users understand the value of HTN instead of deleting the app
Providing Clarity for System Status
Most users weren’t aware of how long the onboarding process was, so revising the progress bar made it more obvious for them to understand how much longer it would take.
Allowing Users to Skip Secondary Information
Two users mentioned that although certain information might be helpful to add, what if they wanted to add it later, or not at all? Creating a ‘skip’ option for this frame and several others was the best way to optimize the experience.
Final Wireframes
FINAL RESULTS
7%
increase in monthly user retention
5%
increase in monthly sign ups
FUTURE RECOMMENDATIONS
SMS Invites
The current invite system has users receive invites through email. It’s a standard process for business software, but users often don’t know their invitee’s email address. They typically have their phone number saved, which makes it easier to invite future users.
Facebook & Google Account Integration
Another best practice for social apps is giving users the option to log in or authenticate with either of their accounts on these platforms. Utilizing data from these accounts can also help with personalization in the future.
Launch a Mentorship Program for Future Leaders
By allowing executive leaders to receive career guidance and also connect with more junior talent, the platform can scale to serve multiple age demographics and make inclusive leadership accessible for future generations.
REFLECTION
The Value of A Shared Vision
This project made me aware of the importance of shared understanding across teams; every decision about the product is influenced by it. Taking the time to share deliverables that are imperfect with other teams is important because it solidifies a collective trust and understanding.
Utilizing Best Practices for Familiarity
An important aspect of design is taking into consideration the product ecosystem. Digital products are part of a much bigger virtual environment where users are constantly assessing the value and importance of what they come across. By adhering to best and similar practices of other services: allowing users to log in with Google/FB accounts, exploring an app before creating an account, joining communities early, etc., it pays tribute to a user’s mental model. They feel more confident and familiar with the experience because it relates closely to what they already expect from a new social or professional app.