Ergatta - Onboarding Experience
The Opportunity
At Ergatta, our customer base was shifting from early adopters who had rowing experience to mainstream customers who have never rowed before. We were looking to teach new users how to use on our product effectively via a structured on-board process.
The Audience
Customers who have never rowed before or may be new to exercise.
The Role
Director:
Lead initial discovery to inform this initiative.
Lead most of the initial content scoping, content development and informed much of the user journey, but handed off the software implementation and GTM launch to our Lead Product Manager.
Mapped out the on-boarding flow and user journey.
Planned the content and education for the on-boarding experience to teach new customers about rowing.
Worked with the creative/production teams to film and edit video content for clear education.
Key Performance Indicators
A/B Test with 50% rollout / 50% hold back for new cohorts
Adoption
Retention: Correlation between finishing program and overall engagement (workouts per month)
The Outcome
Adoption = ~60% for new cohorts
Retention
In the A/B test, cohorts with access to the new on-boarding flow had 2x the usage (100% increase in workouts per month) of the 50% hold back group.
Lessons Learned
Early education for new members setup them up for better success on our platform and lead to higher retention rates.
We tried to balance education with autonomy. Our 0-1 implementation of the on-boarding experience ended up front-loading much of the information so that our customers would have the freedom to quickly get into the gaming experience and try what they want. From a learning perspective, you can only absorb so much new information at one time, so it would be better to space out the education into multiple small, digestible chunks over a few touch points.
Since this was a 0-1 step, we did the lowest LOE option to achieve the goal, but it would have been nice to staging out the entire first 30 days of the new customer user journey so we have a winning strategy taking new customer from point of sale through the end of their 30 day free trial. This would have required multiple projects on our roadmap which was already full with other bets at the time.
Key Skills
Product Management
Pedagogy
Journey Mapping