Case study: Zuzu App

Tagline: Personalised onboarding flow

Company: Zuzu Inc.

Platform: Mobile app

My Role: Product designer

Industry: Social Media Management

Tools used: Figma, Miro board, Notion

Table of contents

What’s Zuzu?

Zuzu is a solution for creating personalised and decentralised content for the most popular brands in the retail industry.

For this project, the focus was on the users who worked in-store, the one’s who would create content on a daily basis and use Zuzu app to post and manage their brand campaigns

  • My Role

    I led the research, interviews, insights, ideation and UI.
    This is part of our discovery process based on Teresa Torres’ methodology

  • Problem

    The former Onboarding experience wasn’t being effective. The client didn’t get the user activation expected and I was responsible for investigating and propose a new flow

  • Goal

    Our goal was to improve the first experience by creating an environment so the user would finish the onboarding stage provided with the basic knowledge to be able to handle the 3 key actions within the app

Designing the ideal Onboarding flow

💎

I’ve used The Double Diamond design thinking model to create a map and organize my thoughts during the creative process.

Discovery

 

Who is Zuzu made for?

Zuzu is made for in-store social media creators responsible for attracting clients and raise brand awareness of large brands in the retail industry.

 

I gathered some information in collaboration with the Research Team. We found a few patterns about how our user thinks, feels and behaves.

In collaboration with the Implementation Success Team I could understand a bit more about:

- How the training sessions were happening on their end

- What was working

- What was NOT working

- What was the context

Desk research

Based on the findings, I've gathered possible questions a user might ask when using a new app.

  • How can I start using this app?

  • How does this app work?

  • What are the benefits?

  • How can this app help solve my problem?

  • What data do I need to provide to use this app?

By offering a personalised entry, we would be able to serve more educational content based on each user's goals.

Interview with Implementation success team

I’ve identified a few major problems within the training sessions

- Lack of context about what the user knows

- Often users do not even know what Zuzu is and why they are participating in the project

- There are situations where the users enter the training session even without having created an account or downloaded the app

- Lack of alignment between what the brands expect vs what the internal team recommends

What were the 3 initial actions we would like the user execute?

  • How to create a post

  • How to create an ad

  • How to track results and get insights

The learning curve of a new process or task happens gradually.

How could we break this process down into small steps so that the user can navigate easily and with the minimum effort needed to start performing the desired actions?

benchmark

Duolingo and Headspace apps have interesting ways of guiding users through the onboarding process.


Headspace - Meditation app

- Focusses on goals and inducing a habit formation routine
- Helping users see why they are meditating

Duolingo - Language learning app

- Performs test to understand the user level
- Helps to set goals and objectives based on different contexts
- With a few questions the user gets a personalised experience

Ideation

I started with a few questions I had in mind…

- What are the main actions that the user needs to perform within the app?

- Does the user understand the value of Zuzu for the brand? What's the reward?

- What context does the person have when using the app for the first time? What do they know?

Wrong messaging

The way we communicate is focused on the brand, but who uses the app are the in-store salespeople. They are different personas

Broken and confusing experience

Zuzu doesn’t provide any progressive learning plan. All information is thrown in during the first session

What doesn’t work?

Create an onboarding training system

All Zuzu’s new users would go through a phase where they create posts, which are moderated and closely watched by the implementation team.
This way, they could serve a closer and more assisted interaction with those who needed help navigating and understanding the app

Simplify message

How can we make sure our customers are well prepared, understand what needs to be done and see the value of using this tool?

New onboarding flow

What’s the goal?

The idea is that the user goes from zero understanding about the product to someone who understands the value & who posts at least 3x per week.

The idea here was to explore, learn and develop strategies focused on the beginner user profile - and once we are able to learn from this new flow, we could replicate the learnings to further customize the flow for users who have other profiles.

The end goal of user onboarding is habit formation


Product adoption — when the user experiences the product many times

A-ha moment

It's the point where users understands the value of a product and not only how it works, but also how it can add value to their lives.

Customers that experiences the “Aha! moment” right after purchasing a product are less likely to abandon it than those who haven't

User flow

Based on everything that was discovered, I mapped out all the point that would be I saw could be important to integrate the new onboarding flow

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Next steps…

This was part of the discovery phase where we’re exploring opportunities, the idea was to share that with the trio and understand how we could integrate this flow in small parts considering that the startup follows a the agile development methodology based on OKR’s directed to each squad