Optimizing Freelancer Onboarding for Increased User Engagement and Subscriptions: A UX/UI Redesign
This case study details the transformation of Wisar's freelancer onboarding experience through a comprehensive UX/UI redesign. We aimed to enhance user engagement and increase subscriptions by simplifying the profile creation process. By addressing user pain points, clarifying questions, and improving the layout, our team achieved significant improvements in user engagement and profile completion rates. Discover how our design changes led to a more streamlined onboarding process and a better overall user experience.
TABLE OF CONTENTS
COMPANY BACKGROUND
Wisar is an online subscription service that connects freelancers with tailored job opportunities. Freelancers can create profiles detailing their skills and preferences. Wisar's advanced AI algorithm then matches these profiles with suitable freelance jobs from various platforms, streamlining the job search process for freelancers and clients alike.
OBJECTIVE
At the initiation of this project, Wisar's CEO set a company-wide objective to "increase user engagement." With this mandate in mind, our team was tasked with formulating and presenting a project proposal aligned with this overarching goal.
As we delved deeper into the Wisar product and analyzed user data, a critical issue became apparent. Many potential users were unable to take full advantage of the 14-day free trial due to a challenging onboarding process. This resulted in users leaving their profiles incomplete, falling short of the required 80% completion threshold. Consequently, they couldn't effectively engage with Wisar's matching algorithm, rendering the trial period less valuable. Addressing this specific challenge became the cornerstone of our project's mission.
TIMELINE
This was a three-month project, from the initial objective assignment to the creation of high-fidelity mockups.
TEAM PLAYERS
Our cross-functional team included a UX/UI designer (myself), a product manager, a data analyst, and Wisar's CEO. We also maintained close contact with Wisar's customer care agent and full-stack developer.
KEY GOAL
Enhance user engagement by optimizing the freelance platform onboarding process.
The Original Homepage
A snapshot of Wisar's initial homepage layout, highlighting the challenges and opportunities that spurred the UX/UI redesign project.
DATA ANALYSIS
We conducted a thorough analysis of user profiles, focusing on completion rates and user responses.
Key findings included:
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On average, users completed only 47% of their profiles (80% required for matches).
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Most users provided basic information like their location.
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Complex questions, such as "Other Projects," remained largely unanswered.
USER TESTING
Our user testing phase involved paying subscribers, partially completed profiles, and new users.
The top 5 pain points identified were:
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Unclear "Other Projects" question.
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Confusion regarding the "Ideal Job" question.
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Varied interpretations of "Professional Summary."
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Misunderstanding of the "Exclude Platforms" feature.
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Preference for PDF CV uploads.
SOLUTION
We implemented several design improvements, including:
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Introduction and helpful tips during onboarding.
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Clear separation of Profile and Account sections.
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Flexibility to modify and update profile details.
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User-friendly layout with a progress bar and distinct milestones.
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Clarifications and character limits for open-ended questions.
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Multiple options for uploading CVs (PDF and .docx).
*Please note that not all prototype elements are interactive at this time.
A snapshot of the redesigned Wisar onboarding process, showcasing the user-friendly layout, clear progress tracking, enhanced open-ended questions, and a diverse array of options for hassle-free CV uploads. These enhancements ensure flexibility and convenience for diverse user needs, delivering a smoother and more engaging freelancer onboarding experience.
SOLUTION CONT.
Onboarding
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Onboarding Guidance: Upon creating an account, users receive a short introduction to the Wisar platform, setting expectations for what's to come. Additionally, helpful tips are provided to facilitate a smooth profile completion process.
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Separation of Profile and Account: A key enhancement is the separation of the user's profile and account sections. Everything initially presented during onboarding can be updated later on the Profile page, ensuring users have the flexibility to refine their information. The Account page is exclusively reserved for payment and subscription details, streamlining the user experience and focusing on essential actions.
Layout
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Progress Bar: Throughout the profile completion journey, a progress bar serves as a visual guide, indicating how much of the profile has been filled. Significant milestones, such as reaching 80% and 100% completion, are prominently marked, motivating users to complete their profiles.
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User-Friendly Navigation: A left-hand navigation bar allows users to effortlessly switch between different sections of the profile, ensuring a seamless and intuitive navigation experience. This design improvement simplifies the process and keeps users engaged.
Open-Ended Questions
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Clear Guidance: Users receive clear guidance on what should be included in the open-ended questions. This helps eliminate ambiguity and ensures users know what information to provide.
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Example Answers: To assist users further, example answers are provided as reference points. These examples inspire users to craft more detailed and relevant responses.
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Character Count: A character count feature is implemented, enabling users to track the length of their responses and prompting users to meet or surpass the character count required. This design choice encourages users to provide more comprehensive and informative answers, ensuring that their responses are detailed and valuable. It prevents overly brief or incomplete submissions, ultimately enhancing the quality of user-provided information.
Upload Your CV
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Advantages of CV Upload: Users are presented with an explanation highlighting the advantages of uploading their CV. This includes the potential to streamline the profile completion process and enhance the quality of their profiles.
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File Format Flexibility: To accommodate different user needs, the system allows users to upload CVs in both PDF (.pdf) and Microsoft Word (.docx) formats. This flexibility ensures compatibility with a wide range of CV formats.
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Multiple Upload Methods: Users can choose from three convenient methods to upload their CVs: drag and drop, choose file, or free text. This versatility caters to various user preferences and simplifies the upload process.
RESULTS
Two months following the implementation of our enhancements, we observed substantial improvements in user engagement and profile completion.
Notably, a larger proportion of users successfully completed at least 80% of their profiles, significantly increasing the number of users who could fully experience the platform's offerings.
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We witnessed a noticeable shift in user profiles, with fewer partially completed profiles and a more pronounced distribution between minimal (0-10%) and sufficiently completed (80% or more) profiles.
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Particularly encouraging was the rise in the number of users achieving 100% profile completion, indicating a higher level of user commitment and interaction with the platform.
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While these results emphasize the positive impact of our UX/UI redesign on user engagement and profile quality, it's essential to acknowledge that other factors, such as changes in marketing techniques, may have also played a role in influencing these outcomes. However, the tangible improvements resulting from our design efforts remain evident and significant in enhancing the user experience.
THANK YOU
The collaboration with Wisar's team has been an enriching endeavor. A big thank you to our dedicated team for their exceptional contributions to this project.
At the time of writing this, not all design details have been fully integrated. Wisar continues to make strides in enhancing the user experience.
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For further inquiries, please connect via email at karajelley@gmail.com or utilize the chatbot located in the lower right-hand corner of the screen.