Problem:
With VIP and Private Client users making up 1% of total Farfetch customers but providing 26% of GTV per year, these users were of significance.
The current onboarding occurred in the middle of their purchase journey as it appeared just before check out. So how do we make the onboarding less disruptive?
My role:
Senior Product Designer - wire-framing, prototyping, UI design
Core team: Product Owner, UX Researcher, UX copywriter
Wider team: Private Client, Editorial, Creative
The existing user flow on app: When the returning user is asked to login at checkout
The existing user flow on app for the new user: The user is asked to select gender for a second time just before checkout
Challenge:
How do we acknowledge the VIP shopper in an unobtrusive way?
We need to take into account the different scenarios:
• new user who has been given VIP access offline and will be using the app for the very first time
• VIP user who has moved up a tier via the loyalty program, by reaching minimum spend
• a returning VIP customer who has not opened their app in a while
Hypothesis:
By moving the onboarding screens from within a user's journey to the beginning of the user's journey - It would decrease the abandoned checkout rate and increase Conversion Rate as the purchase journey would be smooth and without any jarring interruptions.
One of the recommendations for the new onboarding flow
Solution:
I provided a few different mock ups to improve the flow and considered the new and returning user.
• User sign in at checkout
• new user sign in from first launch of app
• Sign in via push notification
Recommended user flow upon first launch of app
