Magnet.me Redesign onboarding to increase engagement.
The onboarding was redesigned to excite the user and start helping them from the start!
For almost 2 years I worked for Magnet.me as a UX/ UI designer.
Underwhelming first product experience. The platform was dealing with the 'cold start' problem for years. Very few users actually started 'liking' and 'connecting' on the platform from the start, While these interactions were key for a good platform experience and help them find a job quicker.
UX Research insights. The UX Research showed that user had no clue what the value was of the core interactions of 'liking' and 'connecting' on the platform. Hence, everybody arrived at an empty home, without any job suggestions. Quite an underwhelming first product experience.
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Redesign the onboarding.
The goal of this new onboarding was to:
1) train behaviour in a gamified way (get users to like and connect).
2) get data to enhance their first experience on home (overcome cold start problem for our recommender system)
3) let the user experience the value of the product directly
4) make it intuitive and minimal effort.
5) create a delightfull experience
KPI's: number of likes and number of connects per unique user.
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'What are you looking for?' Instead of asking 'inside out' questions, we flipped it and asked the user: 'What are you looking for?'. This helped users with their main task ánd we got data to start recommending jobs.
This screen was designed to be intuitive and minimal effort. No unnecessary open questions, but easy tab-tiles, while giving search option if needed.
Train behaviour in a gamified way. Main goals was to get the user to start liking and connecting straightaway. So we showed their first recommended jobs and companies in a matter of seconds.
The liking and connecting interfaces give improtant explanation, train the 'design patterns' used in the platform (e.g. icons for liking and connecting, and nudge to start liking and connecting directly. This worked well and increased like interactions by 190%* and connects with 300% on average.
Fun fact: the 'loading' screen was not necessary from a technical point of view. It is only designed to create anticipation and increase perceived value of the generated jobs and companies.
*Numbers are not allowed to be published, but give an indication.