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Aura Health Onboarding Experiencemockup-phones
OVERVIEW
Aura HealthA mobile app that helps individuals find their mental wellness through meditationsIn the spring-summer of 2021, I had a UX design internship with Aura Health and was assigned to work on the onboarding process for new users as a part of their conversion rate optimization project.
ChallengeMixpanel showed significant drop-offs in users during the onboarding process, and only about 35% of users signed up for a subscription. My task was to figure out why and redesign a new onboarding process.
OutcomeI delivered a new onboarding experience after thorough research and new learnings. The new onboarding process improved the conversion rate and increased new user sign-ups by 40%.
My roleUser Experience DesignerUser Interface DesignerUser Experience ResearcherContent StrategyPrototypingTimelineMay 2021 to June 2021ToolsFigmaMixpanelZoomTeamJoyce Tsunekawa
Final Designs
prototype
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EXPLORING AURA
Getting AcquaintedI started this project by learning about Aura and the current onboarding process. I met with the marketing lead and the CEO to understand design decisions and what we hoped to achieve by redesigning the onboarding. Then I explored the current onboarding flow and conducted a heuristic evaluation. This step helped me visually break down the different sections and the purpose that they serve.
Current onboarding pro cesscurrent-onboarding-screensAnalysis of current onboarding process:invite-flowAura’s onboarding flows follow a linear form, and the structure would stay the same even with my redesign. My goal would be to explore new interactions with the onboarding experience and inspire users to feel a necessity to sign up for a subscription.
User Test ResearchI had five individuals go through the current onboarding process via zoom and share their experiences. Their task was to go through and sign up for a subscription.My two main goals in conducting user testing were to observe and collect users’ reactions to questions and thoughts along the onboarding process.
Insights From Users
”I’m not sure I need this.””I won’t know how to use it well to make my money worth.””How would this help me?”
The Challenge:
  • Users expressed their confusion about what Aura is and what it would provide as a service. 
  • A few users were uncertain of their needs because they did not quite understand their situation, therefore, their needs.
  • No matter how different the users were, they all shared an understanding that their situation was unique. Users prioritize that they are heard and understood by the platform.
Competitive AnalysisTo better understand the onboarding experiences offered in the competitive market, I conducted a competitive analysis. Many of those onboarding processes consisted of more elements such as diagnostic questions, goal-oriented questions, and advertisements of their platform.
noom-analysissimple-habit-analysis
EXPLORING POSSIBILITIES
Ideationtable
How might we make an onboarding process toshare value, present a necessity and ensurepersonalization?
DESIGN PROCESS
First task: Show valueMy goal was to shine the light on what Aura is as a mental app service and how it would support the user’s situation. I met with our marketing lead and our co-founders to narrow down the key values to share with the users.
Main values of Auravalues
Second task: Convince the needTo accommodate users who were uncertain of their needs, I wanted to create a learning experience to help them understand their situation better. I sifted through numerous sleep studies and questionnaires to discover the various sleep issues that people experience. Then I created a set of diagnostic questions for users to reflect on their situation then followed with responses to their selected answers with fact prompts to provide the importance of improving their situation.
survey
Third task: Let situations be heardI chose personalization throughout the onboarding process to make users’ unique situations be heard and empathized by the platform. I approached by providing various specific answer choices that would better correspond to users’ concerns. Then the answers were used to generate a personalized score that matches the users’ responses.
sleep-score
FINAL DESIGNS
Experience the new onboarding prototype!
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WHAT I LEARNED
OvercommunicateEven though I was the only designer on this project, it involved numerous people: co-founders, marketing team, engineers, and test users. Their contributions and involvement were crucial in ensuring consistency from onboarding steps to the rest of Aura and understanding their design decisions in the past. It provided me with valuable information to expand my ideas and creativity. But most importantly, it helped me to make significant adjustments early on in my process. Thorough communication enabled collaboration and a sense of involvement, which is a challenge through remote work but a fantastic reward when it is found.
Keep things organizedAs the project went on, the number of files and their digital space grew. Keeping things labeled and organized make it easy access for everyone and create a more pleasant experience for anyone that interacts with them. I'd imagine that this would be key for bigger teams to stay clear from confusion and miscommunication.
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