Crafting a new onboarding experience for new users
Re-imagining Trainerize user's onboarding process by creating learning modules to increase trial to paid conversions.
*to read full case study please reach out to me
Trainerize is a mid-sized B2B and B2C software company. Their mission is to make fitness accessible to all by empowering personal trainers to deliver programming and coaching on a digital platform to supplement or replace in-person training.
Many users miss key features in our app that can benefit their business.
There was a lot of confusion surrounding learning to use the app and finding their 'aha' moment - the main reason they created an account.
- Product Marketing Specialist @ Trainerize
ROLE
Product Adoption Designer
TIMELINE
6 Months
April 2021 - November 2021
THEMES
Product Design
Product Adoption
Research and Prototyping
User Testing
Design Validation
Design System [Components]
As the product Adoption Designer I want to
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Define what a "successful" trial user look like
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Understand the behaviour, motivation and needs of our different user types
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Pinpoint the moment user tend to drop off and understand why
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Define the key objectives of onboarding through measurable impact metrics
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Design a solution that allows for users to reach their 'aha' moment faster and deliver the appropriate value proposition and features that suit their wants and needs.
How do we improve trial to paid conversion rates and make our product more 'sticky'?
🏢
Business
🤔
How quickly can I adopt this product into my workflow and expand my business?
User
More than just 1 user type...
Simple Trainer: New to online personal training, needs help with basic setup steps. 5 - 10 client base. Mainly wants to move to training clients online to simplify his training, better manage and track clients, and attract more clients to grow their businesses.
Advanced Trainer: Influencers or tech savvy users who can benefit from more advanced features of Trainerize. 50+ clients, most likely has experience with online training software. Mainly wants to deliver a branded app experience, appear more professional and automate her business.
So if there are 2 main user personas, let's give them a tailored experienced based on their distinct goals...
The new on-boarding experience will now include a “choose your own adventure” type model where users can select the journey most suitable for them.
Simple Trainer
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Learn the basics (import clients, build programs)
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Expand to other features later
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Create programs for their ~5 client base
Advanced Trainer
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Transfer clients in from previous worflow
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Create an engaging community
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Build, sell and automate programs to clients
After speaking with our product education specialist, support team, and sifting through the data personally, realized there is a pattern of common steps successfully converted trial users take during their 30 day period.
Strong correlation between "add a client" event and "plan upgrade".
Trainers who add at least one client are more likely to upgrade than those who don't.
So let's encourage them to add a demo client as soon as they log into their first session at Trainerize.
Created Setup Guide components for the Trainerize Design system
How might we help users reach their 'aha' moment within the 30 day trial period?
