Improving the Sign-Up Flow for Lingumi
The Team
01.
Product Manager
01.
Product Designer
(me)
01.
Engineer
Revamp the Lingumi sign-up flow to appeal to a broader age range, instilling trust and ensuring an engaging, intuitive experience for all users.
The Task at Hand
As Lingumi expanded its educational offerings to cater to children beyond the initial age range of 2-4 years, it became clear that the sign-up flow needed to evolve.
The goal was to create an onboarding experience that remained playful and engaging for younger children while also appealing to older children, up to age 12.
This required a careful balance to maintain high conversion rates for the original age group while improving sign-up completion rates for the new, older demographic.
The Business Goals
The primary business goal was to increase the sign-up completion rate for children aged 4 and above without sacrificing the conversion rate for the 2-4 age group.
Additionally, the new sign-up flow needed to reflect Lingumi's broader educational mission, showcasing new subjects and courses designed for different ages and abilities.
The project aimed to create a more inclusive and engaging onboarding experience that aligned with Lingumi's expanding user base.
"I often decide quite quickly if the app is suitable for my children. For my oldest child, it's important that it doesn't look too baby-ish otherwise he won't play on it."
"It's essential that I feel confident and trust the app's safety and educational value right from the start. If the initial interaction doesn't instil that trust, I'm unlikely to let my child continue using it."
"I often feel guilty about screen time, but knowing that other parents trust and use the app reassures me.
What users told us...
Trusting a Product
Ensuring the first interaction instills trust was paramount. Parents needed to feel confident that Lingumi was a secure and beneficial platform for their children.
Parental Guilt
Many parents feel guilty about screen time. The new design needed to emphasize the educational value of Lingumi, showing that it's a productive use of screen time.
Appropriateness
Children quickly decide if an app is appealing based on its look and feel. The new design had to balance playfulness and maturity to avoid seeming too 'babyish' for older children while remaining fun for younger ones.
Ease of Use
Parents and children needed to be able to navigate the sign-up process without frustration. A smooth, intuitive experience was crucial to keep users engaged and reduce drop-off rates.
The Solution
The redesigned sign-up flow featured friendlier language and updated UI elements that appealed to both younger and older children. Imagery and animations were selected to engage a broader age range, while interactive elements kept the process fun and exciting. We included clear guidance for parents and caregivers, ensuring they could easily assist their children through the sign-up process.
The Outcome
A/B testing showed a significant improvement in sign-up completion rates for children aged 4 and above, with an increase of 25% in completion rates for this group.
Notably, the sign-up completion rate for the 2-4 age group remained steady at 82%.
The metrics indicated a smoother, more engaging onboarding experience, aligning with Lingumi's goals of expanding its user base and enhancing educational opportunities for a wider range of ages.
The Process:
Initial Discovery
We conducted extensive user interviews and usability testing sessions with grown-ups and children in the new age range to understand their needs and preferences.Observations during these sessions, combined with metrics from Mixpanel, helped us identify specific pain points in the existing sign-up process.
Competitor Analysis
We analysed the sign-up flows of leading EdTech platforms and other popular apps targeting similar age groups.
This helped us identify best practices and innovative approaches that could be adapted for Lingumi's needs.
A key insight was the importance of a streamlined and visually engaging sign-up process.
Ideas Sessions
Collaborative brainstorming sessions with the design and development teams generated numerous ideas to enhance the sign-up flow.
These sessions focused on making the process more engaging and intuitive for older children while retaining the playful elements appreciated by younger users
Prototyping & Testing
We created multiple prototypes of the new sign-up flow using Figma, incorporating feedback from initial user testing.
Iterative testing and refinement ensured that each version improved upon the previous one, making the process smoother and more appealing to the target age groups.
Finalising Designs
Final designs addressed edge cases and ensured compatibility across different devices and screen sizes.
We meticulously crafted flows to handle various user scenarios, ensuring a seamless experience for all users.
Case Studies
Here are a selection of some of my favourite case studies:
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