The Context
Soma Analytics is a startup created by 3 German students who combined their skills (Computer Science, Psychology and Business) to help people suffering from depression and burnout. Kelaa is the name of their app. I was the Lead Designer for the startup for 2 years until Oct 2018.
According to the data, a high number of users seem to drop out quickly from Kelaa.
Understanding User Behaviour
In order to understand how and where the drop out happens, The Lead Science, Lead Developer and I have conducted a drop out analysis based on the existing client data.
The results show:
A detrimental effect of the portal registration process
Only 37% of target group have registered interest on the portal
33% of users have not verified their email
Users are disengaging quickly after the first couple of sessions
Manual reminders seem to increase user retention drastically
The red dots highlight the main drop out areas.
Leveraging Kelaa’s Account Managers Experience
To understand the problem from another angle, I conducted interviews with the Kelaa account managers.
Here are some of their quotes:
“The portal is the biggest flaw, we know no one knows about or goes to the portal.” – Karl
“In practice we don't have many touchpoints during sign up.” – Christopher
“The fact that we can’t reach a large number of our users to re-engage with them is a real problem.” - Nicky
Competitors Analysis
How do other companies deal with user engagement and user retention?
MONZO
The Magic Link feature
A simple website: only benefits, blogging and how to download
A Sign Up tab on the website which redirects you to download tutorial
HEADSPACE
Engaging Push Notifications messaging
Same Sign Up interface on the app and the website
Main benefits summarised on the Sign Up screen
BABYLON
The ‘Verify Your Account’ flow
Nice immersive Welcome Email signed by Dr with Benefits with Learn more link
Once registered on the website, the Thank You screen shows you how to download the app
Proposed Actions
Re-purpose the portal
Make the onboarding process more empathetic and light hearted
Develop a strong visual content library
Old High-Level User Flow: Portal at the Centre
Proposed High-Level User Flow: Portal as an add-on
Rethinking the Onboarding Process
Below are some of the sketches made during brainstorming sessions I facilitate with various members of the team.
The New Onboarding Flow
The Old vs New Introduction Flows
Outcomes
From 0 to 40% of employees using Kelaa at least twice a week
HSCNI first client to renew their subscription
Very positive feedback from clients and users
Increased uptake of app amongst colleagues
Signing big ticket clients (e.g. NHS)
