Jack's Flight Club.
Redesigning the onboarding experience
Overview
Jack's Flight Club wanted a complete reboot of their on-boarding process, driven by concerns perceptions of their product offering were outdated and not encompassing many new features.
Business objectives involved showcasing product value, gathering information to personalise the user experience and upselling premium account options during the on-boarding process.
Role
UX & CRO Lead
Highlights
Large uplift in trial subscriptions and a notable uplift in paid subscriptions
Background
Jack's Flight Club's existing onboarding flows dated from a time when their proposition was a simple mailing list for more adventurous/last-minute type travellers. Registration pages simply added members to specific lists in their mailing tool.
Their proposition and platform had evolved to become far more nuanced, including the ability to find, filter and view content in the "Members Lounge" and in native apps, as well as set preferences with much more flexibility. Members were now added to a database and when deals were published, the system determined who should see what based on departure preferences and subscription level. Members could receive content as emails or push notifications through the apps.
Business Objectives
- •Simplifying validation process in registration to keep flow smoother/less friction, and therefore with higher chances of verification
- •Obtaining more precise/richer information about members to provide them tailored content (Increase % of members completing their profiles)
- •Opportunities to present more context and education/guidance to manage expectations
- •Reframing Upgrade options to be more compelling
Key Achievements
In-depth understanding of the environment
Conducted user research to better understand frustrations amongst the existing target audience and carried out a detailed audit of how competitors approached the on-boarding experience.
Advocated for testing the removal of account creation first on-boarding
Presented and justified to directors, marketing and technical departments the testing of an on-boarding process with full account creation pushed to the end of the process.
Successfully A/B tested a solution for live implementation
Successfully A/B tested a solution against the live version with positive results, resulting in live release and upturn in registrations.
Understanding the Environment
As the term "reboot" was used within the project brief, opening the door to quite drastic changes, these needed to be justified and so to gain a strong understanding of how things stood, how we got here and objectives for the future, I kicked off the project by carrying out stakeholder interviews, user research with active and potential customers, and a competitor analysis of on-boarding experiences.
Miro was a vital tool for organisation, collaboration and presentation.
Collaborative User Journey Design
Working on a relatively tight timeframe I again utilised Miro during the design of proposed user journeys for testing. I wanted to avoid working in a silo and then having to present my proposal multiple times and so I ultimately worked in a live environment, encouraging stakeholders across product, marketing and tech to review and feedback as I worked.
There were plenty of questions, debates, red flags and showstoppers at which point we could easily schedule a group call to discuss further.
The Solution
Jack's had started as an email subscription service that would provide bargain airfare updates. There was a belief they were still seen as this, despite many additional products that were now available.
My solution was to utilise the on-boarding flow to demonstrate the features available and content the user could expect to receive after signing up. I wanted to do this while also building a picture of the user persona to immediately serve them with relevant content, even during the on-boarding process. To achieve this technically (being able to effectively store selections) it was decided an email collection was required at the start of the process, with the hope this was less of a barrier than a full registration which was pushed toward the end of the process.
The solution utilised "like/dislike" functionality to serve trip types and potential destinations to the user to build an initial idea of their personality, before serving sample content to demonstrate what the user could expect.
To encourage upgrade, a timeline was displayed detailing what the user could expect over the next month or so should they sign up for a free trial, leading into a subscription. A free account option was always clearly displayed to avoid any frustration.
Again, a collaborative approach was taken to rapid prototype a solution ready for A/B testing.
Results & Key Learnings
User testing carried out by the product team found favourable feedback and crucially the proposed on-boarding solution performed well in terms of engagement with key features and ultimately conversion. Uptake in the trial conversion also increased although the need to create an account still acted as a barrier for some users.
The solution is now live at https://jacksflightclub.com/ and has had few updates since launch, indicating a good level of performance over time.
This project reinforced the importance of continuous user research throughout the design process. Regular usability testing sessions allowed us to identify pain points early and iterate quickly.
Working closely with the development team to implement incremental changes rather than a complete overhaul proved highly effective, allowing us to validate improvements with real user data at each stage.
