Before and after of first screen referred users see in app
Overview
Problem: Wealthsimple’s current onboarding flow is generic for every user. The scope of this project was to create a personalized screen for referees in the app.
Goal: Increase account creations.
Involvement: I was the content designer on this project, and I collaborated closely with the product manager and UX designer.
Process
Prototype
In terms of content, I wanted this screen to convey:
Reassurance 🤝
The reward is a driving factor for users to sign up, and research revealed that referred users were unsure whether they would get their sign up reward once they got to the app from the referral landing page because the first screen was generic.
User quote: “Was my referral applied?”
Content design consideration: Addressing the reward in the heading helps orient and assuage users that their previous action carried over and by completing the steps, they’ll get their reward.
Note: The problem is not exclusive to this screen. I also worked on the referral landing page and subsequent screens in the account creation flow to ensure expectations for referees were set throughout the experience.
Celebration 🎉
Onboarding is a prime place to insert delight, especially since this is the beginning of a client’s experience with Wealthsimple. The reward is free money which is pretty exciting so I wanted that enthusiasm to shine through in copy as well as design.
User quote: “Who doesn’t like free money?”
Content design consideration: Design (animation) and content (exclamation) is working hand-in-hand here to create some excitement around the “carrot” at the end of the journey.
Motivation 💪
Research also revealed that knowing what they have to do to get their reward (and how easy it is) contributed to users taking action. Customer experience also noted that it wasn’t clear to clients they also had to deposit money.
User quote: “I’m not sure what I have to do to get my reward”
Content design consideration: To motivate users and prevent drop-off, I explored different copy treatments to present the steps (direct vs. gamified in the form of a journey). I went with the latter as it was a more exciting way to set expectations of what users needed to do that, and it worked hand-in-hand with design to encourage them to take that next step. Leaning further into the gamification aspect, I chose to use actions for each step to make it truly feel like a journey that the user was embarking on (see screenshot of end result above).
An earlier iteration of content exploration: direct vs gamified
Status: Pre-launch