Case Study: Reducing the Onboarding Drop-off Rate + Increasing User Engagement.
Role: Lead UX designer, design manager, and usability tester.
Problem 1: Music Discovery
Develop a unique and easy method for accessing hundreds of stations from a library of over 13 million songs.
Solution
- Innovative Dial Interface: Inspired by analog terrestrial radio dials, we designed a dial interface inspired by analog radio dials, featuring haptic feedback, which simulated touch through vibrations to enhance the user experience.
- Simplified Music Discovery: The dial allowed users to easily rotate through different genres and quickly discover new music, making the process intuitive and enjoyable.
- Increased User Engagement: The interactive and tactile nature of the dial made the app more engaging and “sticky,” encouraging users to explore more music the more they interacted with the feature.
Problem 2: Onboarding Drop-off
Simplify the onboarding process to increase completion rates and user retention.
Solution
- Streamlined Onboarding: Simplified the onboarding process to make it more user-friendly and intuitive, thereby encouraging more users to complete the onboarding.
- Reduce Form Fields: Only ask for essential information. Too many fields can discourage users.
- Highlight Benefits: Clearly communicate the value and benefits of your service right from the start.
- Tooltips and Pop-ups: Provide contextual help with tooltips and pop-ups to guide users through complex tasks.
- Engagement Tips: Use in-app messages and push notifications to highlight features and encourage engagement.
Results
- Effortless Music Discovery: The dial interaction significantly reduced the effort required for users to browse music stations, enabling them to discover a wider range of music compared to traditional menu-based interactions.
- Increased Onboarding Completion: Improved Samsung Music’s onboarding completion rate by over 65%, which also resulted in a boost in long-term user retention.
- Recognition and Awards:
- Winner of the prestigious Platinum A’ Design Award at Mobile Technologies, Applications and Software Design Competition Category, 2016.
- Webby Award for Best App Interface, 2015.
- Winner in Mobile Technologies, Applications and Software Design Category, 2013 – 2014.
- Gold Winner at Better Future’s App Design Awards, 2014.
- Mobile Design Award Winner for Good Mobile Technologies, Applications and Software Design at Designers.org, 2014.
- Platinum Design Award winner Mobile Technologies, Applications and Software Design Award Category, 2013 – 2014.
