Mallcomm - user Onboarding
Growing user activation rates by 37% through an efficient and tailored onboarding experience
Summary:
The Mallcomm app faced high user drop-off during onboarding and low feature engagement, impacting retention. The project aimed to simplify onboarding, improve feature discoverability, and enhance long-term user engagement, aligning these efforts with business goals. The overarching objective was to increase app retention and drive greater value for shopping centres by improving the app experience and boosting client promotional content interaction.
Team:
As Lead Product Designer, I oversaw the design process, from user research to final delivery. My responsibilities included crafting strategy, leading cross-functional collaboration, executing designs, and managing project timelines. I implemented Single Sign-On (SSO) to streamline onboarding, integrated personalisation to enhance engagement, and ensured that design solutions aligned with business and technical requirements through regular reviews and workshops.
Responsibilities:
User research revealed that onboarding complexity caused drop-offs, and poor navigation hindered feature engagement. I redesigned the onboarding flow, reducing screens from 12 to 6 with SSO and introduced a contextual onboarding experience. I facilitated cross-functional collaboration, led design sprints, and ensured data-driven iteration through usability and A/B testing, continually refining the app post-launch based on user interaction metrics.
Outcome
The redesign reduced onboarding time by 61% and increased completion rates from 72% to 95%. User activation grew by 37%, and time spent on promotional content tripled. Improved feature discoverability and personalisation also boosted user satisfaction and tenant participation. Continuous iteration post-launch resulted in a further 12% retention increase, driving significant business impact and long-term success for the app.
