Impact 💥
Product and UX overhauls: entirely re-envisioned first-time use experience, including a movement evaluation and postponed kit shipment in order to reduce overwhelm and save costs
7.1% increase in onboarding rates
Significant revenue gains ($26M) and cost savings ($46.1M)
Problem space 🧠
We were seeing significant member churn at particular moments in the onboarding experience
Desire to improve onboarding rates
Research questions 🧐Where are the biggest moments of friction and how might we reduce them?
How might we build trust with members as they onboard?
Methodology 🧰Synthesis of existing research
Interviews with members who churned at key points in the onboarding flow
Empathy mapping (doing, feeling, thinking, touchpoints)
Outputs ✨A journey map
Written synthesis of findings
Live share out and discussion with stakeholders
Inputs for a design sprint that followed the share out
Journey map of the chronic program onboarding experience