Onboarding Optimization

Carrots&Cake

Carrots&Cake is a mobile app that help parents to manage their kids' screen time by allowing then to learn first and play later. Parents can choose education apps (Carrots) kids need to do first, while all the other apps are blocked, and after that's done, everything else will be unblocked and they can enjoy their free time (Cake).

Carrots&Cake was selected as one of the 200 startups that join TechCrunch Disrupt 2023 in San Fransisco, US.

Objective

Increase onboarding sucess rate

Project Overview

Onboarding success rate was low (4.7%). How to increase the success rate with all the IOS limitation.

Contributions

- Optimise the experience by establishing new flow and capabilities
- Conduct AB test experiment to prove the hypotheses
- Create success metrics and trackings
- Analyse the data and decide on the next iteration
- Create UI for the journey and revamp the homepage
- Align with the engineers on weekly deliverables
- Communicate to the stakeholders on the plan and results

Results

Success rate increased from 4.7% to 33.%, by:
- Removing decision making process and unnecessary pages
- Adding tutorial to explain about the app
- Shortening the flow by combining several pages
- Show a simple progress bar to set user expectation
- Add capabilities to preset the schedule by using websites instead of apps

Please keep in mind that a lot of marketing efforts was also put in to bring higher quality traffic that are more likely to convert (e.g. targeting high potential market, messaging experiment, selected for TechCrunch Disrupt, etc)