Ripl: Welcome Experience

A first impression experience informing
small business owners the value of using Ripl

RiplWelcome6.jpg

Product Design | Ripl


Objective

Create a new welcome sequence for iOS and briefly explain to users what is valuable about Ripl

My Roles

UX Designer, Copywriter, Visual Design

Timeline

2 months

Growth Team

Ping // Creative Director
Andrew // VP of Growth
Benny // Developer
Rodney // Developer

Tools

Sketch
Principle


Getting started

Ripl is a social video maker app for small business owners. As part of the Growth Team, I was tasked with revising the welcome experience as a way to introduce new users to the value of the app and encourage them to stay. I worked with the VP of Growth, Creative Director, Videographer and Senior Software Developers to create this new experience.

 

The business goals

For this project, we had set benchmarks for the new experience to be considered a success.

+ Increase first time share by 10%
+ Reduce trial churn by 10%
 

Competitive and Self Audit

Before I designed out the new flow, I printed out the current Ripl onboarding experience as well as the competitors’ flows, and held an open-room critique to the company. Colleagues walked through the flows, left smiley stickers on what they liked and wrote their thoughts alongside the screen printouts.

 

The current flow

OldRipl.001.jpeg
 

The pin up and open critique

IMG_8979 (1).jpg
 

After the pinup, I noted that the current experience was too long and tedious with too many options. The company wanted a refreshed feel, for it to be a fun, value-driven welcoming from beginning to end.


Case study

Additionally, I performed a case study of various types of welcome experiences and noted two main styles for apps that did not have the same recognition as Facebook, Airbnb, Lyft, etc.

The Instructions Guide

You learn about each step it takes to accomplish your goal through the app.

The Three Values

You learn the majore values the app has to offer you.

 

Moving forward, I had some design choices to consider:

1.

Do I go with instructions or the values?

2.

Should the screens be an automatic carousel or manual swiping/taping?

3.

Would we visualize through illustrations or pictures?

4.

Should the "Log in" button be constantly fixed?

5.

Should signing up/in be required to enter the app?

 
 

Design Iterations

I began prototyping wireframes from low-fidelity to high fidelity with animation. Each of the iterations were influenced by how Ripl wanted to showcase their values and identity. We held meetings on copy and visuals, and I conducted informal user testing to provide outside voice. Throughout this process, I designed at least six iterations (even after dev handoff).

 

The Final Design

After successful reaction to the A/B test, the final design was fully developed and released to the public.

 

The Wireframes

 

The Values

For first time users, I wanted users to really absorb what makes Ripl great for their small business by having the manually tap/swipe through the values before signing up.

 

Pick a Category

Ripl is able to personalize templates based on what kind of business they have. Handling a business can be messy, and I wanted them to see something clean and organized– show that they could trust us.

Select-Category.gif
 
TypeName.gif

What's in a name?

I wanted to really make their business name bold because having a business is no small feat! It's always nice to see your name front and center like a beloved prize.

 

The bounce

To give some playful delight, I had our developers give this little arrow some bounce to direct users who wanted notifications.

Notification.gif

Asessing business goals

After the app release, we noted that overall the new flow was performing extremely well compared to its predecessor.

+ More than expected increase in first share rate
+ Improved increase in trial attach
+ Small, but to be expected increase in trial churn

Future considerations

Allow for a "Continue as Guest"

I believe there is for what I like to call, "The Long Game." Giving users the independence to explore the app and really see if it's worth their time. And if it's not, then there's deeper issues to solve for than with a welcome sequence.

 

Lessons Learned

Brand is tied to UX

The brand of the company greatly influences the welcome experience. Since this is where the first real impression takes place, it should be as aligned with company’s mission and values as possible. This goes throughout the product.

More unbiased user testing

It's relatively easy to get caught in group think or whoever has the loudest voice especially without a product owner. I believe if I had conducted more iterative user testing, the unbiased insights would have been helpful in guiding the design.