APP ONBOARDING [SAINSBURY'S SMARTSHOP]
THE PROBLEM
During user testing, it was clear that we needed to make improvements to our app onboarding section. We want to eliminate pain points by pre-empting questions and guiding users on how to use the app rather than confusing them with marketing messages and unhelpful visuals.
USER TESTING FEEDBACK
“I won’t remember any of this”
“I’m not sure how to pay”
“But how do I use this app”
“How do I scan?”
“Why do I need my Nectar card?”
“What is the benefit to me?”
RESEARCH
We looked at competitor onboarding to see how they inform user behaviour and began gather inspiration for instructive illustration styles.
IDEATION SESSION
Taking the user testing feedback and research material, I roughly sketched out the new flow and discussed potential AB tests for copy and flow positioning.
SCHEMATICS & LOW FIDELITY WIREFRAMES
I created a digital version of the flow we created in the ideation session which became our schematics. After discussion and amends, I created the low fidelity wireframes by adding new copy suggestions and illustration concepts.
TESTING
We are currently testing the low fidelity wireframe content to see how the new messaging and instructive illustration concepts resonate with customers. The testing is taking place in a lab with 6 users over 2 weeks.
NEXT STEPS
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Low fidelity wireframe iterations following testing
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Illustration drawing
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High fidelity wireframes