Brief

Hopster is an app for 2-6 year olds whereby they can watch videos, play games and listen to music. The existing onboarding experience was too minimal, and testing showed parents did not feel confident handing the app to their children.

My task was to redesign it so that users would:

  • Understand the free & paid content offering, and the payment model (subscription)
  • See the volume of Hopster's content and feel that it's great value
  • Get an accurate and positive impression of the brand (fun and child-friendly)

Success would be measured in terms of onboarding completion, as well as conversion to account creation (or starting a free trial).

User Flow

The wireframes below show the overall flow of users through onboarding, which gives them essential information and then allows them to explore. After this initial flow, they receive additional informational popups in each of the content sections (shows, games, etc).

The overall onboarding flow

Account Creation

Having children as users makes it very difficult to target the parent with messaging. First time use is the only time where the parent is likely to be holding the device. Therefore, we decided to include account creation upfront, to be able to target parents with emails later.

Mockups of the onboarding screens

Data Insights

Once onboarding was released, the analytics showed a significant proportion of users getting lost in the account creation flow. They would start signing in or creating an account, only to go backwards in the flow, or quit.

I designed several small tweaks to address this:

  • De-priotising sign in (a minority of users have existing accounts)
  • Increasing invisibility of "skip this step"
  • Adding additional incentives to the account creation form

Data taken from AppSee. Click to expand

Result

  • The % of users completing the account creation flow went down (from total 6.8% to 4.4%)
  • The quit rate of the account creation screen dropped significantly
  • The % users completing signin flow went up
  • The % users skipping both sign in and account creation went up (32.7% to 59.4%)
  • Overall, the users completing the onboarding went from 40% to 65%