Contextual Onboarding Experience
While our previous experience directed all enrollment activity to one page with generalized messaging, contextual onboarding allowed us to provide the right message, to the right user, at the right time. By introducing this functionality, we gained the ability to communicate to with our prospective users in a way that was relevant to them based on where they were in their journey with us, driving sign-ups, sign-ins, and attributable purchases.
Team
I collaborated with UX research, product management, brand design, marketing, and engineering.
Role
I led all strategy and design, and collaborated with UX research to execute testing.
Impact
At a high-level, there were two types of experience where the contextual modal experience would be presented to users: journeys where the expectation is that users would continue their experience on ShopRunner.com, and those where the expectation is that the user would be navigating away from our site to a retailer’s experience. This second scenario was especially impactful, as ShopRunner placement on our partner’s sites varied widely, and consistently presented issues for our users and our business.
