New Onboarding Experience: Company registration
Segmentation task to tailor and expedite the onboarding experience for different user needs
Using AI and information from users’ existing Booking.com accounts to enable effortless signup and setup, will enable a greater number of users to get past the friction of signing up for another tool and the burden of setting up a new system. Utilising this automatically assessed information alongside user-inputted information will additionally provide a solid basis to segment and personalise the user experience. These solutions will increase the overall rate of signup as well as adoption of business features that encourage activation and stickiness.
1
Hypothesis
Removing anything not absolutely necessary to the signup process will increase activation rates. Adding value when explicitly requested will ensure an optimised experience for each user’s needs, increasing retention.
2
Rationale
A large number of our new users are not of an appropriate role that the features of our platform are particularly valuable. They may also be ‘tire-kickers’ and just looking to get a better price. We can lean into this and enable booking quickly while targeting additional value to more serious customers.
3
Questions
Will users understand the relationship between Business and Leisure sufficiently and correctly?
Will users be sufficiently motivated and encouraged to create a company account when suitable?
Will users be more likely to finish signing up and activate when all friction is removed?
What tasks are users most likely to complete during registration that may have a positive impact on activation?
Following the completion of the problem statement, we decided to enhance the onboarding flow by streamlining it to include only essential information and minimising clicks. Through a series of workshops and concept art sessions, we developed a prototype that allowed us to conduct usability tests with real customers, validating our design approach. An MVP version of this concept was implemented and subjected to A/B testing, which demonstrated an 80% confidence level that the new version would not negatively impact conversion rates while also reducing errors.
Results
20% increase in registration conversion rate, Improved performance: 21.5 seconds overall vs 40+ seconds, Signal that activation rate is positively impacted (+11.5% with 86% confidence), Lower error rate: 8.7% vs 18.5% (80% of errors are due to the existing profiles which is a user error rather than a system error), Personalised Onboarding Experience indicates overall positive impact on bookings by +10% with 80% confidence
Design
