Helping create better context for better conversion
Challenge
User research showed Drivers had no concept or way of knowing their status as they moved through the onboarding process. The lack of transparency caused anxiety and demotivated them to earn with Uber.
Top insights from driver survey:
1. People don't know where they are in the signup funnel
2. People feel disoriented when re-entering the signup funnel
3. People don't know when they're activated and ready to earn
Solution
To mitigate any confusion and to re-inspire those who’d dropped off, we designed a system to welcome you back and provide an overall status of where you’re at in the process and how you’re doing.
There were 4 high level statuses:
1. in progress, 2. Needs attention, 3. In review, or 4. Activated
This feature lead to a huge increase in completed signups for returning users and saved the company millions of dollars in background check fees.
Company
Uber • Driver Growth 2017
Role
Product Design Lead
Responsibilities
UX Design
UI Design
Prototyping
User Testing
QA
The feature was designed as a system of parts
The system was have the most important information at the top. Each Main status would have a subsequent blue tile + button that would show them they needed to do next. That was followed by a “your progress” section which was comprised of the individual steps they’d already done. From there, users to track the individual statuses of those steps.
It was designed for return users
We knew perspective drivers often didn’t complete the signup flow in one sitting. But previously we treated all users the same. So, no matter how long it had been (weeks, months, etc.), a returning user would land on the step they left off on. They’d be given no context on if the steps they’d completed and what happened to them.
This new design was created to welcome them back once every 24 hours. It clearly labeled their next step and showed how the their previous progress had been saved.
It helped soften the blow when something went wrong
Before this feature, if something went wrong with one of their documents the user would be taken back to that step immediately upon re-entering the flow. They’d be greeted big error icon over the image with an re-upload button. If there were multiple doc rejections, the user would see error icon after error icon and and this lead to users being caught off guard and demotivated to continue.
With this feature, document rejections fell under the account status of needs attention. And the next up card was used to help set user expectations of which document(s) they needed to address, before taking them to individual the re-upload screens.
Set proper expectations of when drivers could earn
Also before this feature, users would complete signup have no way of knowing how long it would take to be activated or what was holding them up.
The new design had an element of time added to it. This allowed the user to plan and have a sense of how long before they’d be able to earn. This was based on historical data in their area. If we didn’t have a specific amount of days we’d default to “Review may take a few days”.
