Onboarding project | Nectar Sleep

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Define the ideal customer profile (ICP)?

Do user calls to understand the customer for your product and come up with two ICP's.

(there are separate tables for both B2C and B2B products, put down your your ICP’s in a Table Format, use this as a reference.
This table makes it super clear for anyone to understand who your users are and what differentiates them. It also helps bring out the various details you have gone into understanding your users better)

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B2C Table

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Define user goals and JTBD​

1. Young Professional / College Student (18-28 years old):

• JTBD: Find a budget-friendly mattress that offers comfort and support that is delivered to them.
• Functional Goal: Affordable comfort mattress with easy delivery.
• Financial Goal: Stay within a budget.

2. Married Woman (35-50 years old):

• JTBD: Invest in a high-quality, durable mattress that alleviates back pain and improves sleep quality for both herself and her partner.
• Functional Goal: Enhanced support and comfort.
• Personal Goal: Achieve better sleep and well-being.

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Validation

I skipped the user validation and interview as the above JTBD and ICP were build after user inteviews, research, I was part of

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Summary of User Journey for NectarSleep.com

1. Discovery: Users discover mattresses through social media, search engines, or after doctor recommendations. They may start with top-of-the-funnel searches like "exercises for back pain" or "reasons for back pain."
2. Research: As they proceed, users explore different types of mattresses, learning about materials, thickness, and other features.
3. Comparison: Once decided, they compare brands online, read affiliate reviews, and consult influencers before narrowing down their choices.
4. Final Decision: After selecting a brand, users compare offers, trial periods, and warranties before making a purchase.

This journey captures the key touchpoints and decision-making processes for potential NectarSleep customers.

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Onboarding Teardown​

What should the teardown include?​

The entire onboarding process. Just like we did in the deep dive session

• Start right from your homepage or App listing page
• Take screenshots of every single page and interaction throughout the onboarding right till activation.
• Start by putting yourself in your customer's shoes. Have empathy for their pain points and then analyze the page/screen.

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Here’s a list of things we’d recommend you evaluate your onboarding on:

• Does this page/screen help get my job done?
• How am I feeling while being on boarded for this product?
• What part of the onboarding experience is giving me that aha moment?
• What screens would you change/add and why?

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Also, evaluate your onboarding on the cognitive biases.

Don't worry, you don't have to include biases but it's a good practice to start tagging things to their respective biases.
(We identify issues when we are able to tag/name them, yes another bias)​

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This is scrolling capture above the fold.

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Defining your Activation Metric

Hypothesize at least 5 activation metrics that could be there for your product. (More the better)

Example format for your hypothesis:

Hypothesis 1: <Enter your one/two lines>

Reasoning: In about 5-6 lines explain why this could be an activation metric

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Hypotheses for Activation Metrics:

Hypothesis 1:
User visits the compare pages with other brands available on the website.
Reasoning:
This suggests that the user is in the final stages of decision-making and is comparing NectarSleep with competitors, indicating a strong purchase intent.

Hypothesis 2:
User clicks on the mattress size guide (top of the fold).
Reasoning:
Engagement with the size guide shows the user is moving from general interest to specific consideration, a key step towards making a purchase decision.

Hypothesis 3:
User initiates chat or call with customer support.
Reasoning:
This interaction indicates that the user is seeking reassurance or additional information before finalizing their decision, which is a strong sign of intent to purchase.

Hypothesis 4:
User adds a product to the cart to check the final price.
Reasoning:
Adding a product to the cart for price-checking shows the user is seriously considering a purchase and is likely comparing the final cost with other options, making this a critical point in the buying process.

​Hypothesis 5:
User subscribes to the email newsletter in anticipation of getting a deal or offer.
Reasoning:
Subscribing to the newsletter, especially with the hope of receiving a deal or discount, shows that the user is interested in the product and is looking for the right opportunity to make a purchase. This action indicates high intent and engagement, as the user is now waiting for the right moment to convert.

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After this, mention in detail all the metrics you'd be tracking​

Given the nature of an e-commerce site where mattresses are typically purchased every few years, the following metrics should be tracked:

1. Compare Page Visits

• Metric: Number of users visiting the comparison page.
• Insight: Tracks how many users are seriously evaluating NectarSleep against competitors, indicating potential intent to purchase.

2. Mattress Size Guide Clicks

• Metric: Click-through rate (CTR) on the mattress size guide.
• Insight: Helps understand how many users are moving from general interest to specific product consideration.

3. Customer Support Interactions

• Metric: Number of users initiating chat or calls with support.
• Insight: Measures the level of engagement and identifies common queries that might be barriers to purchase.

4. Cart Additions to Check Final Price

• Metric: Percentage of users adding products to the cart to check the final price.
• Insight: Indicates high purchase intent and can identify any drop-off points where users abandon the cart.

5. Email Subscriptions

• Metric: Conversion rate of email subscriptions linked to promotions or deals.
• Insight: Tracks how effective email captures are in leading to conversions and if users are waiting for offers to make a purchase.

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Additional Metrics to Track:

• Time Spent on Site: Measures overall engagement.
• Pages Visited: Tracks exploration depth.
• Clicks on Mattress Layers: Measures interaction shows interest in knowing the product in detail .
• Time and Clicks in the Reviews Section: Monitors engagement with customer reviews.

Click Data Usage:
This data can be leveraged to send more aggressive email offers, trigger website pop-ups, or deliver personalized targeted ads through direct email, enhancing the chances of conversion based on user behavior.

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