Product Design
Atmosfy is an emerging technology startup with a mobile app that helps people discover the best dining, nightlife and hotels in their city and around the world through engaging, short-form videos from local experts and passionate visitors.
After carrying out qualitative research sessions, we learnt that user churn was caused by a lack of perceived utility in the product. We also learned that new users did not understand critical features of the Atmosfy app, such as:
They did not understand that the Home feed showed videos from places in geographical proximity to them
They did not understand that they could find rich data about places within the app, such as written reviews, address, hours of operation, directions, amenities, among other data.
Even though there were UI elements that brought attention to both of these features, users were not reading them.
Our hypothesis was that these issues were being caused by a lack of effective user education, and the onboarding flow was a key step in the user journey where we could address this and test out solutions. Therefore, we believed that if we communicated Atmosfy’s value proposition and features more effectively in the onboarding flow, new user retention and activation would increase.
The process started outlining an updated user flow in which we made sure to answer key product questions: what is Atmosfy, why use Atmosfy and how to use Atmosfy. We agreed on an initial order of screens. The idea was to spend several cycles moving the order of screens around to optimize for activation and retention.
Proposed user flow
After outlining the user flow, I proceeded to work on crafting the user interface. These are some of the screens.
Impact
Uplift in new user success rate (% of new users who complete the onboarding flow)
Uplift in users giving contacts permissions
Most users successfully interacted with the light personalization step
