Business Owner - Onboarding Flow
https://lh4.googleusercontent.com/AsMiMxQJ6uBmrk4cDK7u9FjqJomHY4ZWlTif-M7XEtyBzWxKSik9NqosxYvmb8Z7upMB5eRrxhQny1I7nhNgGbMgtO3LIHpteGrQKYxKhKX2NF6yzhkOmcaPGe5DTrnx2VwMx-NXK_e978KQvEgS9x4
Background
Onboarding flow doesn’t stand alone by itself: rather, it is a small peek of the whole business system that business owners will be interacting with.
To make sure the flow is useful and engaging, we need to implement a user research to define and substantiate what information to collect from the users could be most beneficial to both Nombolo and the business owner. Since the information we collect from the business owners will be presented to our normal personal users, we want to find the balance between our goal and the business owners’ goals.
Target users: food truck and cafe owner, (potentially more categories of small business owner in the future)
For this particular research project, we are focused on two main areas/research problems:
- We are interested in learning how business owners currently see the digital reward system, and any pain points or problems they are experiencing
- We want to understand how our direct and indirect competitors doing to onboard the business owners into their business.
Objectives
Business Objective & KPIs
Objectives |
KPIs |
• Increase the number of the business joining Nombolo’s system |
|
• Ease the process of converting visitors into members |
Time on task |
Error Rate |
|
Abandon rate |
|
Conversion rate/completion rate |
|
Research Success Criteria
- What qualitative and quantitative information about users will be collected?
- Find out what information we need to request from the business owners to both achieve Nombolo’s goal and their goal:
- Nombolo’s goal is to keep log of their business name, physical address(drop pin or text input), primary contact(won’t show up in public, only for Nombolo contact), open hours in our database, credit card information (need more inputs from the stakeholders and design team), and get them to buy our subscription plan?
- Their goal is to present their product or service (ideally in the way of engaging photos or videos), unique characteristics (need more inputs with the research insights) to more people
- Find out how we can better incentivize/encourage them to proceed down the onboarding process (provide the motivations):
- Short-term benefits: gain more new customers & retain old customers? (need more inputs with the research insights: what business owners see as a value to them)
- Long-term benefits: Show the business owners that they can better understand their customers & improve quickly with instant feedback? (need more inputs with the research insights: how many business owner think they should listen to the customers and need feedback AND what kind of feedback that they value the most)
- Expectations: Show the business owners more about how they will interact with the app after onboarding (need more inputs with the research insights)
- What documents or artifacts need to be created(deliverables)?
- After research, we should be able to summarize research findings and get insights for the next step - concept and design.
- Deliverables: user personas/user journey/user stories
- What decisions need to be made with the research insights?
- With the research insights, we should be able to know what concretely should stay in the interface & what not.
Research Methods
Primary research
- User Interviews: understanding business owner’s motivations and goals, find the insights of their business running process
- (User surveys - optional)