Redesign Edenred's mobile platform onboarding
Role
Lead Product Designer
Lead Product Designer
Team
1 PMs, 1 Engineering Team, 3 Designers
1 PMs, 1 Engineering Team, 3 Designers
1. The Problem
No clear use of user info
The problem with an onboarding flow designed to understand users' buying habits is overwhelming the user with too many questions or requests for personal information upfront. If the onboarding process is lengthy or intrusive, users feel uncomfortable or frustrated, leading to abandonment of the flow. To address this, we implemented a new onboarding program designed to boost engagement by incentivizing consistent activity.
By linking onboarding to rewards, we aim to increase user motivation, improve retention, and drive overall platform growth.
We noticed an increase between 2023 and 2024 for onboarding and realized we had a problem.
By linking onboarding to rewards, we aim to increase user motivation, improve retention, and drive overall platform growth.
We noticed an increase between 2023 and 2024 for onboarding and realized we had a problem.
2. Design Approach
After implementing the redesigned onboarding flow, we launched it as an A/B test, closely tracking user behavior and engagement metrics. Continuous research and analysis allowed us to refine the flow, ensuring its long-term effectiveness in increasing daily active users and overall platform retention.
🧐 Research:
To create an effective onboarding experience, I first immersed myself in the user journey by dogfooding the platform and applying the design thinking framework to evaluate user engagement. We conducted both quantitative and qualitative research to uncover key friction points and prioritize the most impactful opportunities to enhance retention and daily activity.
💡 Ideation & Iteration:
I led a collaborative workshop where the team brainstormed different ways to engage users from the start. We refined the most promising ideas into prototypes, tested them with users, and gathered feedback. Through iterative design cycles, we fine-tuned the flow to ensure it was intuitive, engaging, and aligned with user preferences..
📐 Measuring Success:
After launch, we closely monitored the A/B test to assess the impact on user engagement. Ongoing tracking and user feedback allowed us to optimize the flow further, ensuring it drove long-term retention and regular user interaction.
🧐 Research:
To create an effective onboarding experience, I first immersed myself in the user journey by dogfooding the platform and applying the design thinking framework to evaluate user engagement. We conducted both quantitative and qualitative research to uncover key friction points and prioritize the most impactful opportunities to enhance retention and daily activity.
💡 Ideation & Iteration:
I led a collaborative workshop where the team brainstormed different ways to engage users from the start. We refined the most promising ideas into prototypes, tested them with users, and gathered feedback. Through iterative design cycles, we fine-tuned the flow to ensure it was intuitive, engaging, and aligned with user preferences..
📐 Measuring Success:
After launch, we closely monitored the A/B test to assess the impact on user engagement. Ongoing tracking and user feedback allowed us to optimize the flow further, ensuring it drove long-term retention and regular user interaction.
🧐 Research
🐶 Dog Fooding:
Mapping Out the Current Edenred Onboarding Experience
The first step I took was to invite the team to join me in evaluating the current onboarding experience for the Edenred app (aka, dogfooding). This exercise allowed us to directly engage with the process, identify friction points, and assess how effectively the onboarding flow encouraged users to start interacting with the app. It also sparked valuable discussions about potential improvements, ensuring that the flow was aligned with both user expectations and business objectives from the outset.
Mapping Out the Current Edenred Onboarding Experience
The first step I took was to invite the team to join me in evaluating the current onboarding experience for the Edenred app (aka, dogfooding). This exercise allowed us to directly engage with the process, identify friction points, and assess how effectively the onboarding flow encouraged users to start interacting with the app. It also sparked valuable discussions about potential improvements, ensuring that the flow was aligned with both user expectations and business objectives from the outset.
RESEARCH
Let's see what we found!
Lack of personalization
If the onboarding flow doesn't personalize the experience (for example, by asking about user preferences, favorite brands, or interests), it can feel generic and fail to engage users meaningfully. Personalization can make users feel like the app is tailored to their needs, increasing their likelihood of continued use.
If the onboarding flow doesn't personalize the experience (for example, by asking about user preferences, favorite brands, or interests), it can feel generic and fail to engage users meaningfully. Personalization can make users feel like the app is tailored to their needs, increasing their likelihood of continued use.
Overwhelming Information
Trying to explain too much about how the rewards system works in the onboarding flow can confuse users. It’s better to keep explanations concise and offer more in-depth information through a help section or tooltips after onboarding.
Trying to explain too much about how the rewards system works in the onboarding flow can confuse users. It’s better to keep explanations concise and offer more in-depth information through a help section or tooltips after onboarding.
Too many steps
If the onboarding process requires too many steps or is too complicated, users may feel overwhelmed and abandon the app before fully engaging with it. Simplifying the process and only asking for essential information upfront can improve retention.
If the onboarding process requires too many steps or is too complicated, users may feel overwhelmed and abandon the app before fully engaging with it. Simplifying the process and only asking for essential information upfront can improve retention.
RESEARCH
We then analyzed data
Limited Personalization
After mapping out the end-to-end onboarding experience for the rewards and discounts app, I worked closely with the PM and Engineering teams to dive into the quantitative data. We analyzed user behavior, identified where users were dropping off in the onboarding flow, and examined which features were being engaged with most during the trial period. This collaboration allowed us to pinpoint friction points and prioritize key improvements to enhance the user experience and increase retention.
After mapping out the end-to-end onboarding experience for the rewards and discounts app, I worked closely with the PM and Engineering teams to dive into the quantitative data. We analyzed user behavior, identified where users were dropping off in the onboarding flow, and examined which features were being engaged with most during the trial period. This collaboration allowed us to pinpoint friction points and prioritize key improvements to enhance the user experience and increase retention.
RESEARCH
Interviewing Beta Clients
After identifying where drop-offs were occurring in the onboarding flow, we conducted interviews with beta users to understand the reasons behind their exits and what changes could encourage them to continue using the app. These insights helped us uncover specific pain points and opportunities to improve the experience and keep users engaged.
💡Ideation & Iteration
After completing our research to identify challenges within the Edenred mobile app’s onboarding experience, I facilitated a design sprint workshop with my PM, Engineers, Data Analyst, and User Researcher. Together, we prioritized the key issues affecting user engagement and proposed solutions to create a more seamless and engaging onboarding process, ensuring users quickly understand the value of the rewards program.
Here are a couple wireframes during that process:
Here are a couple wireframes during that process:
Selection of Incentives:
Enable users to explore potential rewards during onboarding, giving them a clear incentive to engage with the Edenred mobile app from the start.
Personalized Onboarding Experience:
Tailor the onboarding flow by allowing users to select their preferred brands and interests, ensuring a more relevant and engaging introduction to the rewards program.
Interactive Onboarding Steps:
Implement interactive guides that walk users through how to earn and redeem rewards, making the process intuitive and encouraging early engagement.
IDEATION & ITERATION
What we learned
Following the workshop and prototyping phase, we conducted user testing with prospective users to determine which aspects of the Edenred mobile app onboarding experience would have the greatest impact on engagement and retention.
Personalization:
A personalized onboarding experience introduced users to their rewards dashboard early on, helping them understand how they could earn rewards and which actions would bring them closer to their goals. This clear progression encouraged users to stay engaged.
Clear Onboarding Milestones:
Establishing clear, actionable steps during onboarding helped users quickly understand how the Edenred rewards program works. By providing transparency on how to earn and redeem rewards from the start, we ensured users felt confident navigating the app and taking advantage of its benefits. Incorporating user feedback, I refined the onboarding flow to address usability and UX challenges identified during testing, creating a smoother, more engaging first-time experience that encourages long-term participation..
Personalization:
A personalized onboarding experience introduced users to their rewards dashboard early on, helping them understand how they could earn rewards and which actions would bring them closer to their goals. This clear progression encouraged users to stay engaged.
Clear Onboarding Milestones:
Establishing clear, actionable steps during onboarding helped users quickly understand how the Edenred rewards program works. By providing transparency on how to earn and redeem rewards from the start, we ensured users felt confident navigating the app and taking advantage of its benefits. Incorporating user feedback, I refined the onboarding flow to address usability and UX challenges identified during testing, creating a smoother, more engaging first-time experience that encourages long-term participation..
IDEATION & ITERATION
Final MVPs
After two rounds of testing, we refined the final version of the Edenred mobile app onboarding experience, ensuring a seamless introduction to the rewards program. We optimized key touchpoints based on user feedback, preparing it for launch and real-world user testing.
📐 Measuring Success
Key Features Introduced in the Edenred Mobile App Onboarding Experience
Personalized Rewards:
We introduced a rewards selection process within onboarding, allowing users to browse and choose rewards that align with their preferences. By showcasing available discounts, offers, and incentives upfront, users immediately understand the value of engaging with the app, creating a more personalized and motivating experience.
Clear Goal-based Onboardings:
To ensure users grasp how to earn rewards, we implemented a goal-driven onboarding experience. Users are guided through achievable actions—such as selecting their favorite brands or completing profile setup—to see how their engagement directly leads to rewards. This structure helps users feel a sense of progress from the start, encouraging long-term participation.
Seamless Reward Redemption Process:
Once users have earned enough points or completed a goal, they can easily redeem their rewards through a streamlined checkout process. This feature ensures a smooth and rewarding experience, allowing users to claim their rewards quickly and without friction, which reinforces positive behavior and encourages long-term use of the app.
Combining all the implementation and design we delivered, we managed to:
✅ Average drop-off rate went down 38%
✅ Consistently positive user feedback, reflected in 5-star app reviews
✅ New client acquisition from businesses seeking a streamlined experience
Personalized Rewards:
We introduced a rewards selection process within onboarding, allowing users to browse and choose rewards that align with their preferences. By showcasing available discounts, offers, and incentives upfront, users immediately understand the value of engaging with the app, creating a more personalized and motivating experience.
Clear Goal-based Onboardings:
To ensure users grasp how to earn rewards, we implemented a goal-driven onboarding experience. Users are guided through achievable actions—such as selecting their favorite brands or completing profile setup—to see how their engagement directly leads to rewards. This structure helps users feel a sense of progress from the start, encouraging long-term participation.
Seamless Reward Redemption Process:
Once users have earned enough points or completed a goal, they can easily redeem their rewards through a streamlined checkout process. This feature ensures a smooth and rewarding experience, allowing users to claim their rewards quickly and without friction, which reinforces positive behavior and encourages long-term use of the app.
Combining all the implementation and design we delivered, we managed to:
✅ Average drop-off rate went down 38%
✅ Consistently positive user feedback, reflected in 5-star app reviews
✅ New client acquisition from businesses seeking a streamlined experience