Spur’s original onboarding flow was severely broken, it was a long and confusing journey. The team initiated a redesign due to these three existing problems within the interface.

New users faced confusion when deciding whether to sign up as a "Creator" or a "Learner." An example of a Creator is a teacher, whereas a Learner represents a student. The distinction between these two account types was not clear to users.

In order to gain insights into the Creator and Learner user categories, we pinpointed the following proto-personas.

The question we aimed to answer was:

Spur's primary goal in the new user onboarding is to enhance user comprehension during sign-up. To gauge how well this goal is meet in the new design, we'll assess the following task’s success rate.

The original onboarding page of Spur is displayed below, highlighting the main friction points that contribute to the broken onboarding flow.

Using Hotjar, we tracked the user movement of 212 users in a 5-day experiment. The heat map provided insight into where users were clicking within the current login page and how frequently areas of the page were visited.

This heatmap validated our team's assumption that people were becoming confused between the two distinct user types. Despite having significantly more business/creator users than user/learner users at this stage, the heat map presented conflicting results. The "business/creator" user type had 80% fewer clicks compared to the "user/learner" user type, which raised concerns.

After thorough user testing and research of the user flow, it was found that the users are unsure if they are they signing up to create and share content or are they signing up to use and consume the content.

Another key finding within the registration flow was the sign-up process for the Learner user type. In the current design, these Learner users have to enter the login flow to sign up and create an account, which is a completely unexpected and terribly confusing user experience.

To identify best practices for the Spur onboarding redesign, a competitive analysis was conducted.

Outcome: A common design pattern I observed was that each company prominently executed a short, quick sign up flow with enough explanation to prevent confusion for the user. I also noticed that most platforms separated the user types from the landing page.

Although UX writing was not part of the project's scope, the company wanted to conduct an experiment to explore which phrase would be the most appropriate to replace the overly general term "User". 72% of active users chose the phrase "Learner" over the excessively wide term "User" to represent the customer user type. 

After my team specified the key features that needed to be included on the sign-up page, we developed three distinct design ideas to address the problem space, based on our research findings.

Zighra is a company that specializes in behavioral biometrics and AI-driven solutions to enhance privacy and security in digital interactions. My team at Zighra was focused on building a decentralized content creation platform called Spur to explore this technology to such platforms to enhance user security and privacy.