GetHomeSafe Self Sign-up & Onboarding 🧑‍💻

Overview

GetHomeSafe offers a 30-day free trial through its website. Users can self-sign up and create their accounts, gaining full access to the web portal and mobile apps.

The goal of the free trial is to allow users to set up their own safety solution and convert users into paying customers.

User Problem 

Once users complete their free trial sign-up, they must navigate the platform, learn how to use it, and discover its features on their own. This results in a poor first experience. 

This can prevent users from understanding how the product can be an effective safety solution.

Business Problem

Free trials are the first introduction users get to the product. If it’s poor, they may not engage with the product or convert to paying customers, resulting in missed revenue opportunities.

Goal ⭐

Help users set up their GetHomeSafe accounts and show how it can effectively keep their workers safe.

Doing so will make workers feel supported and protected, creating a safer workplace and culture of care where their well-being matters.

Discovery

Assumptions 

We assumed users were overwhelmed when they first landed on the dashboard. Since there was no guidance on what to do or how to use the platform, users gave up and lost interest.

This meant we missed out on potential customers seeing the value GetHomeSafe could provide.

Research

In interviews with free trial users, we discussed their first impressions of the trail, what they found difficult or were unsure about, and suggestions for improving their experience.

Firstly, to gather ideas, I wanted to see if/how other SaaS products introduced their free trial users. This allowed me to document processes and gather insights for what we could do for our own solution. 

Two research methods were used:

  • These provided insights into the strengths and weaknesses of the existing sign-up process.

  • Examining other SaaS products helped us understand how they onboard new users and refine their processes.

Interview Findings

  • Starting the trial without any guidance on what to do or how to use GetHomeSafe was an issue. Additionally, it wasn’t clear to some users how GetHomeSafe could be used to ensure the safety of their workers.

  • Those who found our eLearning modules loved them, especially the video tutorials. It helped them understand how the product worked and how it could benefit them. 

  • The app is a core part of the product, many users hadn't downloaded it or logged in. This was because they either didn't know how to or were unaware of its availability.

Competitive Analysis Findings

  • Highlighting actions (click here next) was an excellent way to learn how to navigate through the product and understand how it works at the same time.

  • Some products ask you questions during setup to tailor it to your needs and provide you with features that suit you best when you start using it.

Define

Challenges

Creating a solution that helps users learn how to use the product, guides them through setup, and shows its value in ensuring worker safety would be challenging.

Could we create a solution that accommodated all of these? Ideation would tell us.

Ideation

Brainstorming sessions were held using a whiteboard to capture ideas, focusing on three key areas. These were seen as important in developing a solution that would meet the business goal.

  • Guiding users through the product

  • Creating a tailored solution 

  • Showing the product value 

Once ideas were generated, discussions were held to decide which ideas were the best to pursue and how they could work together to form a solution. 

Developers assisted in determining what was feasible and achievable within the available timeframe.

Ideas to Explore

  • Creating mock activities could demonstrate how the platform works. However, our developers informed us this approach would be too long and complex to develop.

  • Since each client’s needs are unique, customisation would tailor the platform to meet their requirements, ensuring a smoother and user-friendly introduction.

  • Step-by-step guides would help new users navigate the product, allowing them to learn and understand its features from the get-go.

  • Provide users with a QR code to easily download the app. Assisting with the download process.

Develop

Approach

Initially, the project was sectioned into four parts to make it more manageable, allowing each component to be developed individually and integrated seamlessly at the end:

  • Sign-up Flow

  • Customisation

  • Barcode Scan

  • Help Guides

Reevaluation

However, while creating user flows and wireframes for each, it became clear that the steps and the overall time could be too long, risking a loss of interest.

Revisiting our ideas, we explored ways to streamline the process.

The sign-up flow needed to remain as a standalone component. However, I thought the other elements could be combined to achieve our goals while simplifying the user experience.

User Testing

For user testing, I selected people from our shared office space who were unfamiliar with the product, as the launch would be for new users.

I observed their actions throughout the process and asked questions at each step. Although this extended the testing time, I felt it was important to get their feedback (in case something was forgotten).

User testing proved challenging, as the customization components couldn’t be demonstrated. However, reactions to what could be shown were positive.

Iterations

Over time, I (with help from my team) created multiple iterations based on feedback. This involved adjusting user flows, refining information presented, and updating wireframes. New versions were provided for user testing, which led to the final design.

Final Solution

  • The sign-up process was designed to be short and easily completable, minimizing frustration and reducing the likelihood of users dropping off. Only essential information was collected.

  • Knowing that the app was a primary motivator potential new users, and that downloads posed a challenge, QR codes were provided. This welcomed users while providing a simple, confusion-free method to download the app.

  • Users were encouraged and guided on their next steps, ensuring a smooth start to their journey. This approach aimed to reduce confusion/overwhelmness and help users navigate the platform.

  • I created video guides that blended account customisation with platform setup. These guides allowed users to learn about the platform while personalising their experience at their own pace, ensuring flexibility and satisfaction.

Delivery

Release 

Release results were difficult to gauge initially, we had to wait several weeks for data and conversions to take effect. However, the launch itself went smoothly, with no negative feedback.

Results 

Self sign-up was released in a full-scale rollout, allowing users to successfully create their own accounts immediately.

Guides were being interacted with which was positive. The following results were received over a three month period.

78%

of new accounts completed at least the intro step.

6.6

accounts created on average per week.

While there were positives, there were also some negatives. Over time, we observed that accounts were being creating, many users weren't returning to the platform as frequently or customising their accounts as expected—an aspect that was overlooked.

There were also a lot of people dropping off before completing the self sign-up process. Something we looked into further

Conclusion 

This project was challenging to tackle, especially with such a small team. Onboarding is a crucial aspect of any product, and there were countless routes and ideas to explore.

Looking back after the project's completion, I believe it could have been more successful if:

  • Customization was it’s own step(s)

  • Account creation were better tailored to the user's needs.

  • A human element, which we had previously used, was incorporated.

A phased rollout, including user interviews before the full launch.

Moving Forward

Over the following months, multiple changes were made to the onboarding process. This included refining user flows and customisation components, based on observed data and user feedback.

Reflection

As this was my first time tackling an onboarding project, I wasn’t fully satisfied with the initial results, but I did learn a lot from it.

It would be beneficial to reach out to users who abandoned their free trials and were willing to discuss their reasons. This could have provided insights into abandonment factors.