Onboarding improvement
Omlet
Onboarding Process improvement
A simple hint, make user stream longer.
Contents：
Goal：
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Explore the problem which makes user leave from Omlet.
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Solve the problem of user-facing when they onboarding.
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Improve the Onboarding Experience
Process：
Test methods
Solution and result
define problem and methods
Interview and usability test
Define problems and methods：
Define problems
User leave in early
According to our data team, a large portion of users quickly give up using omlet. After discussing with the stakeholder, we want to understand why users leave the product such early. Therefore, we started an onboarding research.
Time
The picture of the interview.
(User agreed to share the picture in Public.)
Methods
Why I use Interview and Usability test
We want to understand user motivation for using Omlet and interview to become the best way to get the information. By asking several questions deeper than deeper, It lead user to talk what motivate them to use Omlet and why they choose Omlet, not other similar apps.
To observe how users interact with Omlet, I ask the user to do some tasks and find the problems confusing when they are onboarding. And that is how usability test work.
Definition of participants
There are three type of users participating in the research.
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Senior Omlet user：Keep using the app for more than one month from registration time.
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Junior Omlet user：Register Omlet account and have experience in stream within a week.
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Potential user：User have played mobile games, watched mobile game streams, and have never used Omlet.
I recruit senior and junior Omlet users by using Kibana to get their account and posting the questionnaire Omlet.
To find potential users, I cooperate with the e-sports club in university to ask them to recommend candidates and post the questionnaire on different forums like Dcard and Meteor.
Test method：
Challenge from interviewing teenagers
According to users' behaviors and information provided by the product manager, most Omlet users are teenagers. It is legal to interview users under the age of 18 in Taiwan. However, teenagers are the group of people whose cognition and behaviors are changing. To ensure that the interview does not go wrong, I do the informal interviews. By interviewing with gamers aged 12, 16, and 22, I make some memos that list everything should be paying more attention when you prepare to interview young gamers.
For example,
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Users under 13 are not ideal participants because sometimes they can't understand your words and easily catch the context of sentences.
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When doing the remote interview, make sure users have left from their parents. Some users never let their parents know how much time and money they have spent on games. They may lie when parents are near them.
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Some users aren't allowed to talk to strangers by their parents, not to mention alone with strangers in a room. The occasion of the interview should be public.
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Thinking aloud is a usual way to get feedback from users. But some teenagers are shy to speak aloud in public, and when they encounter difficulties in the test, their voices become smaller and smaller. The interview atmosphere should be relaxed. If we ask the user to think aloud, it embarrasses them.
Interview
Junior Omlet User：
Junior Omlet users are the participants that I interviewed first. The reason why they are priority is that I can find out the difficulties they face in early. So, I can get the solution from senior Omlet users if they have encountered the same problem. During the interview, I focus on exploring users' gaming community, the difficulties they faced when they onboard, and what makes them keep using Omlet or why they give up using Omlet. For example, users feel embarrassed after the first stream. Because their stream get no viewers in the app, and this doesn't meet their expectation. Such a situation make users give up using Omlet in this case.
After the interview, I turn the information I get into the usability test task and a part of the interview content for senior Omlet users.
Senior Omlet User：
The purpose of interviewing senior users is to let the user tell us the value of the product and how did they overcome the problem they facing when they start to use Omlet. Besides, I also get the insight that makes the user willing to come back again. Through interviewing senior Omlet user, I see the users' complete journey from beginning to addiction to Omlet.
Usability test
This usability test divided into two stages; the first focused on finding out the problems in using Omlet, the second stage is to verify whether the new Ui solves the problem. The participants joining the test is the potential user. Because they haven't use Omlet before, they can bring the most authentic behavior and reaction.
The phone to record
users' phone screen
The phone to record
users' expression
User will limited to use their phones here.
First stage：
Ask the user to do the assignment one by one, and I observe their behavior and expression at the same time.
Download the app and register an account
Start a stream
Find Omlet on app store by the keywords 「Screen Record」and 「stream」in Mandarin, which are current Omlet user use to find the app.
Verify your mail.
Problem：
I find some problems which can let users be confused. Here is an example.
iOS participants are confused about the situation they are facing when they start the screen record for stream. After they turn on the recording, the live chatroom appears to them, and then users don't know how to start the games, and this is a timing when the user gives up to stream.
Second stage
In second stage usability testing, I make a new UI, which added a hint to tell users they can start the game from the device's home screen, and I turn the mockup into a prototype by Marvel and then test users with it. The result is well that every user can complete the stream.
Solution
After discussing with Ui designer, we together make the new Ui. When the improvement goes online, it decreases the short stream(less than 1 min). According to data I calculated, if users stream longer at their first-day stream, they are more willing to keep using Omlet.
Result
In this research, I deeply explore users' gaming community and motivation for becoming an Omlet user.
Surprisingly, I get an insight that it still influents current research. Also, let my teammates get more clear about what we should do for long-term operation and complete users' journey from discovering Omlet to their first streams.
Besides, the research not only helps to make decisions but provides the solution for problems found. In my view, the proper research is that it can solve the current problems and indicate the direction for the team.