Guava Onboarding

Problem

My Role

Team

8 months after Guava launched their mobile app, the team learned that the click through rate for marketing efforts was high, but the visitor sign up rate was low.

Lead Product Designer

1 Product Designer
2 Engineers

Impact

Skills

Timeline

3 minute reduction in the average time to complete onboarding, 50% reduction in number of screens, and removed all points of drop off.

UX Design, Visual Design

1 month

Guava is a banking and community platform designed to serve Black entrepreneurs and small business owners. The goal of the company is to close the racial wealth gap by providing equitable financial products and access to networking opportunities.

The first task I was assigned was to improve their onboarding experience since there were multiple points of drop off.

Hypothesis

By shortening and improving the existing experience, business owners will be more likely to complete onboarding and sign up for Guava.

EXISTING EXPERIENCE

# of screens

Points of drop off

Average time to complete onboarding

9 min 20 sec

Part 1

Drop off point: industry screen

BEFORE

UX evaluation of original screen

Misleading copy:

It’s not clear up front that the industries listed are not supported by Guava

Incorrect component usage:

Not a multiselect, so checkboxes were not the appropriate component here

Awkward placement in onboarding flow:

Should be the first screen, but it was the 3rd (after sign up + T&Cs).
Business owners should not need to sign up to find out their industries aren’t supported.

AFTER

DESIGN UPDATES

Updated copy:

In my redesign, I wanted it to be clear right off the bat with the copy what the point of the screen was.

Cleaning up the layout + updating visuals

I used accordion components for the definitions to simplify the screen visually, with optional visibility, and added icons for clarity and visual appeal.

Moved placement:

Moved this screen to be first in the onboarding experience.

Part 2

Drop off point : beneficial owner screens

BEFORE

UX evaluation of original screenS

Too many screens dedicated to optional information:

Beneficial owners only apply to a subset of users, yet we ask all business owners this question.

Don’t need a full screen dedicated to one question

In a onboarding flow with so many required steps, it felt unneccesary to have an entire screen for 1 question.

AFTER

DESIGN UPDATES

Conditional checkbox

Since beneficial owners only apply to business owners who own less than 75% of their companies, I turned the beneficial owner question into a checkbox that only appears if a user enters a % of ownership lower than 75%.

Part 3

Shortening other steps in the onboarding flow

BEFORE

UX evaluation of original screenS

Two separate screens dedicated to legal jargon

These two screens appear separately in the onboarding experience, but are both dedicated to legal information.

AFTER

DESIGN UPDATES

One Terms & Conditions screen

After getting the green light from the compliance team, I combined the two screens into one.

Eliminating points of drop off for Guava’s onboarding experience