How can talent onboarding be improved to increase the first order success?
Memmo is an e-commerce platform that connects individuals with personalized video messages from their favorite celebrities, fostering meaningful connections and unforgettable experiences. A big part of the company’s values is based on nurturing strong relationships with our talents, valuing their success and ensuring they have the best possible experience.
Before embarking on this project, we noticed that although our talent retention rate remained positive once they delivered their first order, we struggled to effectively guide and support new talents in reaching their first order milestone.
My Role
Product Discovery
Product Design
Almin Latovic
Adem Bacaj
Naim Buru
Almin Latovic
Adem Bacaj
Naim Buru
Year
2022
Challenge
Only approximately 50% of new talents were able to complete their first order, indicating the need for improvement in our talent onboarding journey.
We started looking for product solutions with a collaborative session with key stakeholders to define constraints, establish metrics, and brainstorm, cluster, and prioritize ideas.
Challenge
Only approximately 50% of new talents were able to complete their first order, indicating the need for improvement in our talent onboarding journey.
We started looking for product solutions with a collaborative session with key stakeholders to define constraints, establish metrics, and brainstorm, cluster, and prioritize ideas.
Metrics
We identified three key metrics to gauge the success and impact of our efforts:
Onboarding Success: Our goal was to improve the percentage of talents who successfully completed their onboarding journey and achieved their first payout within the first month.
Onboarding Speed: We measured the average number of days it took for talents to complete the onboarding flow, starting from their acceptance onto the platform.
Traffic from Sharing: We aimed to increase the percentage of talents who received traffic by sharing their profile link.
Metrics
We identified three key metrics to gauge the success and impact of our efforts:
Onboarding Success: Our goal was to improve the percentage of talents who successfully completed their onboarding journey and achieved their first payout within the first month.
Onboarding Speed: We measured the average number of days it took for talents to complete the onboarding flow, starting from their acceptance onto the platform.
Traffic from Sharing: We aimed to increase the percentage of talents who received traffic by sharing their profile link.
Research
We started the design process with research phase to gain a deeper understanding of the challenges faced by talents. This involved conducting interviews with selected talents to gather their perspectives and insights. Additionally, we analyzed Looker data on the performance of the new talent cohort, allowing us to identify key patterns and trends.
To further inform our decision-making, we conducted unmoderated tests of the current onboarding flow with a cohort of users through usertesting.com. This user feedback provided valuable insights into usability issues and areas for improvement. All finding were crossed-checked with anecdotal data from TRMs (Talent Relationship Managers) for additional context.
Research
We started the design process with research phase to gain a deeper understanding of the challenges faced by talents. This involved conducting interviews with selected talents to gather their perspectives and insights. Additionally, we analyzed Looker data on the performance of the new talent cohort, allowing us to identify key patterns and trends.
To further inform our decision-making, we conducted unmoderated tests of the current onboarding flow with a cohort of users through usertesting.com. This user feedback provided valuable insights into usability issues and areas for improvement. All finding were crossed-checked with anecdotal data from TRMs (Talent Relationship Managers) for additional context.
Each of redesigned screens went through a round of iterations, to consider different scenarios and found the best solution.
Solutions
Based on the identified pain points and challenges revealed through our research, we implemented several solutions and enhancements.
We redesigned and shortened the onboarding flow to make it easier to understand and complete. We fixed UX errors, such as unclear step indicators and language selection issues, and ensured consistent placement of call-to-action buttons.
To support talents in delivering great personalized videos, we created educational content, including guides on preparing intros, sharing on social media, and recording high-quality videos.
The home screen in the app was redesigned to provide a more engaging and informative experience. It now guides talents on their next steps after onboarding, helping them understand the platform's features and maximize their success.
We also improved pre-onboarding processes by implementing stricter talent validation and raising the standards for creating new accounts.
Solutions
Based on the identified pain points and challenges revealed through our research, we implemented several solutions and enhancements.
We redesigned and shortened the onboarding flow to make it easier to understand and complete. We fixed UX errors, such as unclear step indicators and language selection issues, and ensured consistent placement of call-to-action buttons.
To support talents in delivering great personalized videos, we created educational content, including guides on preparing intros, sharing on social media, and recording high-quality videos.
The home screen in the app was redesigned to provide a more engaging and informative experience. It now guides talents on their next steps after onboarding, helping them understand the platform's features and maximize their success.
We also improved pre-onboarding processes by implementing stricter talent validation and raising the standards for creating new accounts.
Results
The implementation of the solutions and enhancements in the talent onboarding process yielded significant improvements and positive outcomes. Here are the results:
Results
The implementation of the solutions and enhancements in the talent onboarding process yielded significant improvements and positive outcomes. Here are the results:
Onboarding success
We witnessed a remarkable increase in the onboarding success rate, with a jump from 50% to around 80%. This indicates that a higher percentage of talents were able to complete their first order.
Onboarding success
We witnessed a remarkable increase in the onboarding success rate, with a jump from 50% to around 80%. This indicates that a higher percentage of talents were able to complete their first order.
Onboarding speed
The average number of days required to complete the onboarding flow experienced a substantial reduction. It decreased from 12 days to 7 days, demonstrating the enhanced efficiency and streamlined process.
Onboarding speed
The average number of days required to complete the onboarding flow experienced a substantial reduction. It decreased from 12 days to 7 days, demonstrating the enhanced efficiency and streamlined process.
Traffic from sharing
The percentage of talents receiving traffic from sharing their profile link saw a substantial boost. It soared from 11% to 30%, indicating a greater engagement and reach for talents utilizing the sharing feature.
Traffic from sharing
The percentage of talents receiving traffic from sharing their profile link saw a substantial boost. It soared from 11% to 30%, indicating a greater engagement and reach for talents utilizing the sharing feature.
Lessons learned
I learned the importance of collaborating closely with stakeholders, especially during the early stages of a product initiative. By involving stakeholders and setting clear metrics and constraints, we fostered creativity and set the project up for success. Their input and support were instrumental in achieving positive outcomes.
One of the challenges we encountered was gaining access to celebrities, who are busy and often have agents representing them. To overcome this, we had to think outside the box and be creative in finding ways to engage with them. Collaborating closely within our organization and using innovative approaches for interviews proved to be effective solutions.
We also realized the significant impact that small changes in user experience can have on solving big problems for both users and the business. By focusing on improving the onboarding process, addressing user experience issues, and providing helpful educational content, we were able to enhance the overall experience for talents.
Lessons learned
I learned the importance of collaborating closely with stakeholders, especially during the early stages of a product initiative. By involving stakeholders and setting clear metrics and constraints, we fostered creativity and set the project up for success. Their input and support were instrumental in achieving positive outcomes.
One of the challenges we encountered was gaining access to celebrities, who are busy and often have agents representing them. To overcome this, we had to think outside the box and be creative in finding ways to engage with them. Collaborating closely within our organization and using innovative approaches for interviews proved to be effective solutions.
We also realized the significant impact that small changes in user experience can have on solving big problems for both users and the business. By focusing on improving the onboarding process, addressing user experience issues, and providing helpful educational content, we were able to enhance the overall experience for talents.
Thanks for reading!
Please reach out if you'd have any questions or would like to know more details about this or any other project.
Lukasz Dec, © 2023
No animals were harmed in the making of this site.
Thanks for reading!
Please reach out if you'd have any questions or would like to know more details about this or any other project.
Lukasz Dec, © 2023
No animals were harmed in the making of this site.
Thanks for reading!
Please reach out if you'd have any questions or would like to know more details about this or any other project.
Lukasz Dec, © 2023
No animals were harmed in the making of this site.
