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Fiverr Onboarding flow

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UX writing, product strategy, user research

 

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Create a new onboarding flow for buyers and sellers to increase account creations and better segment user intent and persona.

  • Having more customers (abs. numbers) do meaningful actions (browse, save a Gig/freelancer, contact a freelancer, buy, etc.)

  • Initiate the user-entity and ensure high completion-rate. 

  • Aim for activated accounts 

The project

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The problem/opportunity


1. We lose users who don’t register. 

2. The experience of those who sign-up often isn’t easy and friendly and isn’t helping to build trust and motivation to continue the journey on Fiverr.


3. We don’t gather any information about the user that could help orient/navigate their journey on the platform, especially in the first steps, in a way that will build trust and motivation to use Fiverr for their need(s).

 

 

What we decided to aim to leverage with the new flow:

 

Account creation
* Increase Google’s share as a registration method
* Simplify the username selection process
* Help the user create more secured passwords easier
* Combine sign-up and login into a single screen to eliminate confusion


Account activation
* Eliminate the dead ends 
* Execute the blocked action after the user successfully registered 


Context & orientation
* Provide contextual motivation to register based on the touchpoint
* Push sellers to the “become a seller” flow to avoid confusion while strolling through the marketplace (e.g., posting briefs in B&M)


Get to know the user
* Recognize and split buying and selling intent
* Recognize "Fiverr Pro" potential prospects 
* Skip unnecessary steps when we already have the data/information
* Assess the buyer’s spend potential via an ultra-easy to answer correlative and distinctive questions
 

The team goal

 

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Increase the conversion-rate from starting registration to creating an account, based on the existing touchpoints, while:

  • Having more customers (abs. numbers) do meaningful actions (browse, save a Gig/freelancer, contact a freelancer, buy, etc.)

  • Initiate the user-entity and ensure high completion-rate. 

  • Aim for activated accounts 

My research

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User onboarding is an often overlooked step, but the language used plays a huge role in setting the tone for the rest of the user journey

My takeaways ​

  • Login/register screens often keep copy simple and straightforward 

  • Enjoyable onboarding flows use the space to make the questions fun, interesting, and personal 

  • Explaining why you're asking the user a question in a simple way builds trust early on 

  • When asking for personal information, make sure to let the user know who will have access to it

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Solutions (and how I played a part in them)

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  • Default was sign in, and quickly under I added the option to join which switched just the right hand of the screen, and the sub-header so it was simple to switch back and fourth

  • To deal with the users who signed up before we asked for an email, we gave the option to continue with either email or username

  • Brought option to sign in with google to the front

  • Worked with marketing to get the strongest value propositions to add to the left hand section 

Reducing churn, increasing clarity and account creations

  • I used the header here to tease the idea that users on Fiverr will have a profile 

  • Working within the constraints of still needing usernames, I used the rest of the copy on this page to really drive home the points

    • Others will see your username​

    • It cannot be changed

    • It should be something professional, and not strange

  • Also worked with the marketing designers to reflect this on the left side of the screen

  • Make it clear in the CTA that once confirmed, this step creates the account

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Clear user segmentation with simple explanations

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  • Used the header to start to refer to the user with their new username, tell them what they just did and what they need to do now

    • Pushed for sub headers on these screens to either explain why we're asking something (screen on the left), or use it as a place to add some personality (screen on the right)

  • Worked heavily with product team to understand what segmentation we're trying to get, where users get lost, and how we can make that extra clear in the sub headers. 

  • In both these steps we allowed multi-select and the flow to follow will change based on each choice they make. 

The impact

  • Of buyers who created an account almost 70% answered the first question about buying intent without closing out

  • Of over a million buyers who created an account since the launch, over 30% completed the entire 5 part questionnaire 

  • We started to receive impactful insights on business size and buying needs 

  • 85% of visitors who started to create an account, successfully created one

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