Redesigning the first-time user experience to drive app adoption and repeat behaviors.
Markkit is an early stage eCommerce startup, focused on delivering a mobile, gamified shopping experience. The Markkit girl is in her teens and early twenties. She’s trendy, always on her iPhone, and on the lookout for the latest fashion deals and steals.
Markkit was in the middle of a pivotal period in its lifespan — we were transitioning from an eCommerce focus to social gamified shopping — cool, right? Yes and no. It was an exciting idea, to take the app to a whole new level, but we had a problem capturing users.
The existing onboarding experience took users through a sign up flow that was disjointed and cumbersome. The data told us that, of the total number of people who installed the Markkit app, only 22% chose to actually sign up. Our goal was to cut down on initial friction after install and push users to complete onboarding.
No users = no cool, new app direction. We needed to clean up the user experience to introduce our new ideas.