Hailey Fernandez - Portfolio Website

Mobile Game

Onboarding Tutorial Revamp

Design Home is the mobile game where you can engage in creative play with high-end furniture and home decor from real brands to create beautiful 3D spaces.

Company Glu/EA Mobile
Art Director Margaret Mauvais
My Role UI/UX Designer
Duration 6 Months
Tools Lucid Chart, Adobe XD, Photoshop

Project Goals

Identify the main causes of the low onboarding completion rates
Redesign the onboarding tutorial UX to increase Day 0 retention.

Problem Statement

Onboarding rate is at mere 40-45%. More than a half of new users are churned before completing the first 3 challenges on Day 0.

Qualitative User testing

Unmoderated User Journaling: 4 individual participants recorded their reactions to the onboarding tutorial in their most comfortable environment
Moderated User Interview: 6 individual participants joined the video interviews to walk through the onboarding tutorial while we record their reactions.

Pain Points

Fear of unknown: What is “Submit Design”? Is this a game or an app? The objectives and the in-game currencies are not clear.
Lack of fun and free expression.
Users are pressured to convert too soon.

My Tasks

Formulate the questions for the testing with the research team.

What do users like about the app? What frustrates them? Where do people churn? Is the app’s purpose clear?

Redesign to fix the pain points and increase the completion rate.

Iteration 1

Make it clear for users where they are in the process.

I made it clear to the users where they are in the process at all time. It also helps them to know they are not stuck and the tutorial will end soon by adding a progress bar.

Iteration 2

Avoid confusion

According to the early user testings, “Submit” their design confused and intimidated users. Switched the wording to “Done” which is less intimidating.

Iteration 3

Better information hierarchy

On the left is cluttered and hard to understand its information hierarchy. Decluttered and emphasized what is important - that users won and they are receiving the prizes.

Iteration 4

Currency clarity

The users were confused about in-game currencies due to the cluttered screen. I revamped to simplify and teach the currency in the context of where users interact with the most.