1
APP • 2022
Onboarding on Wynk
Scope
New user flow
User profiling
Role
Product Design
Hand-off
Testing
Timeline
1.5 months
Platform
Mobile
Overview
Opening a new app can be intimidating and confusing. That’s why most apps have some sort of onboarding. User onboarding is, first and foremost, about teaching your users how to use your app so that they can find success faster, reach their moment of activation, and understand the value of our product. Wynk lacked this. This made the first time experience for our users drab and made them skip the dated mobile number input screen. This had a domino effect where people didn’t know find relevant music and understand the features of the app. This needed an urgent refresh to delightfully welcome our users, and acquire their music taste to present the relevant content.
Users are lost when they first open the app. Acquiring their taste in music would help us personalise what we show them when they land on our app.
Acquire user taste and profile
On-boarding is a great chance to show what the app is, tell the users about the features and guide them to use all the various features of Wynk Music.
Great first impression
2
Impact
The project positively impacted our key metrics. It was a marked improvement over the old experience. The new journey addressed a lot of the pain points. It did the job of welcoming users, acquiring users' taste profiles and presenting them with relevant music. In the long run, this would help us improve retention and stream-time on Wynk Music.
73%
Completion rate was up
from 62%
64%
M0 retention went up 40% from 46%
58%
of users added artist preference
47%
listeners played music from the custom mix-tape
3
Final Words
As a company, with this project, got to better understand our new users when they first signed up. This could be foundational in how we cater first time experiences in the future. Embedding this journey with taste profiling, we witnessed people accessing music quicker. This directly pushed our key metrics. The onboarding can experience can be extended to the rest of the app and provide our users with more contextual messages. As we move forward, we’ve planned a few things for the onboarding.
Get to know the users more
Getting a little more personal and understanding more about our users such as their name and the demographic they belong to. This would help us personalise the content better on Wynk.
Contextual tips
Wynk regularly adds new features to the app. These might be hidden from plain sight. We want to add contextual tips so that our users can make use of these new features on the app or discover old ones.
Guided tour and hand-holding
For new users unfamiliar with streaming apps, the experience can be confusing. Helping them understand all the various features in a guided manner will let them make better use of the app.
Learnings from the project
As the saying goes, the first impression is often the last impression, which was visible during this project. As a company, we were trying to present a more polished app to our users. This project helped me learn how to distil the experience down to the essentials.
