Project goal
We noticed that many new users did not understand how to use our product and quickly abandoned it. Our goal was to create an onboarding process that would not only explain what our data is and why it is important, but also motivate users to continue using the product and make purchases.
Product link: Map Rank Tracker
Product link: Map Rank Tracker
Note on Confidentiality (NDA)
Due to Non-Disclosure Agreements, specific quantitative metrics related to user engagement or financial performance cannot be shared within this case study. The focus is placed on design processes, challenges, and solutions implemented.
My role and approach
- Main roleIn this project, I was responsible for the entire design process, from initial concept to final mockups. I worked closely with a Product Owner, UX Writer, and developers to bring this vision to life.
- Research & AnalysisBefore designing, I analyzed user behavior using Hotjar recordings and analytics data to identify the key drop-off points in the user journey. This research helped us understand why new users were failing to activate.
- Strategic PlanningBased on our findings, I developed the onboarding concept. The key idea was to use a step-by-step flow that focuses users on a single task or piece of information at a time, preventing cognitive overload.
- Design & CollaborationMy focus was not just on the UI but also on the user flow and content. I designed the screens and worked directly with a UX Writer to craft the copy. I also collaborated with developers to ensure the designs were technically feasible.
Map rank tracker onboarding
Step-by-step description
First step.
Before users entering the onboarding, we ask about their business to make onboarding based on real date.
Before users entering the onboarding, we ask about their business to make onboarding based on real date.
Crossroad.
We have two types of users: experts who have used Map Rank Tracker or similar tools, and newcomers who need onboarding. The initial question determines the user type, and is designed to lead to onboarding with "Yes" answer.
We have two types of users: experts who have used Map Rank Tracker or similar tools, and newcomers who need onboarding. The initial question determines the user type, and is designed to lead to onboarding with "Yes" answer.
Keyword step.
This step explains what a keyword is. Despite efforts to suggest relevant keywords, our system may make mistakes, so the user must confirm the keyword.
This step explains what a keyword is. Despite efforts to suggest relevant keywords, our system may make mistakes, so the user must confirm the keyword.
Collecting data.
Here we collect data, which can take anywhere from a few seconds to several minutes. To keep user engaged, we use a loading bar that we can periodically move regardless of progress to create a sense of progress.
Here we collect data, which can take anywhere from a few seconds to several minutes. To keep user engaged, we use a loading bar that we can periodically move regardless of progress to create a sense of progress.
First pin.
At this stage, we wanted to focus the user's attention on a specific pin and offer interaction so that the user would begin to engage in onboarding.
At this stage, we wanted to focus the user's attention on a specific pin and offer interaction so that the user would begin to engage in onboarding.
Interaction with pin.
After clicking on a pin, the user will receive additional information that will allow them to understand that pins can be interacted with.
After clicking on a pin, the user will receive additional information that will allow them to understand that pins can be interacted with.
Heatmap.
At this stage, we explain that we collect many such pins and call them Heatmaps. This allows us to take a break from our activities and simply get the result.
At this stage, we explain that we collect many such pins and call them Heatmaps. This allows us to take a break from our activities and simply get the result.
Competitors list.
Here, we again invite you to interact with the interface to learn more about how the list of competitors works.
Here, we again invite you to interact with the interface to learn more about how the list of competitors works.
Heatmap wow-effect.
After the user selects another business, they will immediately see a change in the heat map. This should make it clear that we collect information not only about the user's business, but also about their competitors, and create a wow effect.
After the user selects another business, they will immediately see a change in the heat map. This should make it clear that we collect information not only about the user's business, but also about their competitors, and create a wow effect.
Metrics.
The cherry on top is that, in addition to specific data, we have general information about each business. It is not always obvious how these metrics work, so it is necessary to provide a precise description of how they function.
The cherry on top is that, in addition to specific data, we have general information about each business. It is not always obvious how these metrics work, so it is necessary to provide a precise description of how they function.
Business value.
After we have explained all the main benefits of the tool, we need to offer the user a choice: free but limited data, or maximum use of Map Rank Tracker with a paid plan.
After we have explained all the main benefits of the tool, we need to offer the user a choice: free but limited data, or maximum use of Map Rank Tracker with a paid plan.
Next steps
After launching onboarding, we planned to track its impact on user activation and the number of purchases after onboarding.
We also planned to make more personalized settings for expert users and add the option to purchase additional limits for users who bought Map Rank Tracker before attending onboarding.
We also planned to make more personalized settings for expert users and add the option to purchase additional limits for users who bought Map Rank Tracker before attending onboarding.
