CONTEXT
Amplio Learning Technologies, an Ed-tech company, provides a platform tailored for educators and interventionists working with students with special needs. They faced significant challenges with a 50% attrition rate occurring within the first 2-4 weeks after new users signed up.
CHALLENGE
Amplio strived to boost the share of new users that successfully complete the onboarding process on their platform, and gain insights into the underlying mechanisms contributing to their high attrition rate. Identifying and addressing these factors was critical to improving the overall user experience.
APPROACH
Our team adopted a lean and fast-paced methodology comprising three main components:
- User Journey Mapping: By signing up as new users, we experienced the onboarding process firsthand and mapped out the potential focus areas.
- Internal interviews: We conducted interviews with Amplio’s stakeholders subject matter experts to understand their perspectives on the challenge.
- User Interviews: Direct discussions with the interventionists using the platform helped us gather insights into their needs, pain points, aspirations, and usage habits.
In collaboration with Amplio’s product team, we integrated both quantitative (log data) and qualitative data (interview outcomes) to comprehensively map the user journey and identify critical drop-off points during the onboarding process.
FINDINGS AND RESULTS
Our analysis revealed several key insights:
- Cognitive Overload: Users faced overwhelming information from multiple touchpoints during onboarding.
- Complexity: The onboarding lacked intuitive flow, contributing to user frustration and disengagement.
- Value and Motivation: The onboarding process failed to communicate the platform’s value effectively, leaving users unsure of the benefits.
- Affordance: Users who completed onboarding often logged in without taking action due to unclear calls-to-action or directions on what to do next.
Based on these insights, we recommended focusing Amplio’s platform around a single feature during the initial adoption phase to simplify the user experience and ensure engagement. This approach would allow users to familiarize themselves with the core functionality before introducing more complex features.
IMPACT
Amplio took strategic steps to reposition their platform as a one-feature product based on our recommendations, aiming to streamline their onboarding process and enhance user retention. Although live results of these changes were pending at the project’s completion, the shift in strategy is anticipated to positively impact user engagement and retention. We established a strong relationship with the client, with prospects for ongoing collaboration to continue refining their user engagement strategies.
INSIGHTS
Focused Feature Introduction: Simplifying the introduction of platform features can significantly enhance user adoption by reducing initial complexity and focusing on core value.
Strategic Product Positioning: Positioning a product to highlight a single feature initially can serve as an effective strategy to engage users and encourage deeper exploration of additional features over time.