How to do an onboarding teardown?

Onboarding Popeye's India GX23.pdf

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https://drive.google.com/drive/folders/1-AIotIvVwIHPd6Sr-LYLJhB0vIyJ6ebk

Activation Metrics

Hypothesis 1:

The menu is explored for at least 3 minutes during the first app session.
Rationale:
Spending at least 3 minutes exploring the menu indicates that the app has captured the user’s attention effectively. It shows the layout is easy to navigate, and the design is engaging enough to prompt users to browse different categories. This suggests that the app is intuitive and that users are interested in discovering more options.
Why this metric?
This metric measures the effectiveness of the app’s interface in guiding users through the discovery phase. A well-organized menu with features like a search bar, categorised items, and highlighted promotions encourages exploration. If users abandon the app quickly, it signals possible friction points, such as overwhelming design or lack of clarity, that may hinder user retention.

Hypothesis 2:

The first order is placed within 7 days of downloading the app.
Rationale:
A first order within 7 days suggests that the app has successfully engaged users, providing a smooth and attractive experience to complete their purchase. This is a key indicator of effective onboarding and usability, with clear navigation, easy payment options, and relevant deals driving initial purchases.
Why this metric?
A 7-day window allows enough time for users to explore the app without feeling rushed but still prompts early engagement. If the order isn’t placed, it points to potential barriers, such as difficulties with navigation, transaction completion, or unattractive offers.

Hypothesis 3:

A reorder occurs within 30 days of the first purchase.
Rationale:
A reorder within 30 days indicates that users were satisfied with their first purchase and are motivated to return, showing both satisfaction and habit formation. It highlights the app’s ability to create a repeat-use experience that meets users' needs effectively.
Why this metric?
This metric assesses the combination of food quality and the app’s functionality. If a reorder doesn’t happen, it suggests a lack of follow-up engagement (e.g., no reminders or personalized recommendations), issues with the initial user experience, or dissatisfaction with the product.

Hypothesis 4:

Dine-in or takeaway is tried within the first 30 days of app use.
Rationale:
Engaging with dine-in or takeaway options within the first 30 days indicates that users trust the app for diverse order fulfilment options beyond delivery. This suggests that the app is effectively communicating the availability of these services.
Why this metric?
Tracking this behaviour helps gauge how well the app transitions users from delivery to other fulfilment methods. It provides insights into whether the app successfully communicates its full range of services, broadening its potential use cases.

Hypothesis 5:

A promotional offer is applied within the first 7 days of app usage.
Rationale:
Using a promotional offer within the first 7 days reflects the app’s success in engaging users early on by providing immediate value. It drives initial conversions by incentivising users to explore and complete their first order, marking an "Aha" moment in the onboarding process.
Why this metric?
Promotions, such as a "WELCOME100" discount, serve as an immediate incentive for users to make their first purchase. Tracking offer redemption rates evaluates the success of promotional strategies in converting casual users into active, paying customers.

Onboarding Metrics to Track

User Research Methods:

1. Interviews: One-on-one sessions to gather detailed feedback on specific issues.
2. Surveys: Use tools like Typeform or Google Forms to capture user sentiments or feature feedback.
3. Text Analysis: Use sentiment analysis tools for app reviews and social media mentions.
4. Observations: Study user sessions to identify onboarding drop-offs or journey pain points.
5. Diary Studies: Gain insights into emotional patterns over time during app usage, D7-D14 studies.

Introduction

If you're wondering whether Popeyes is part of Jubilant, you're not alone—I was surprised too! Here's a quick intro: Popeyes®, a global fast-food icon celebrated for its authentic New Orleans flavours, made its way to the Indian market in 2021 through Jubilant Foodworks. Known for its signature Chicken Sandwich (which, fun fact, is a burger) and a legacy of culinary excellence since 1972, Popeyes has become a global favourite. For this assignment, I'll be analyzing the onboarding experience of Popeye's app. The table below highlights some key information about the brand.

To better understand the Ideal Customer Profiles (ICPs) for this onboarding analysis, I conducted interviews with 14 users. These discussions focused on their app usage, eating habits, daily routines, demographics, and other psychographic details to gain deeper insights into their preferences and behaviours.

Define your ICPs

ICP Prioritization

ICP 1: The Urban Professional

Rationale:
This group consists of busy professionals in metropolitan areas who prioritize convenience and quality. They’re willing to pay more for a quick, efficient dining experience but order moderately, mainly during work or social events. Their adoption is high, but they use the app less frequently compared to other segments. They have a high average ticket value.

ICP 2: The Social Explorer

Rationale:
The Social Explorer loves exploring new cuisines and sharing experiences with friends. They order food frequently, seeking variety and trendy options. Their high appetite to pay and frequent usage makes them ideal for driving engagement. They have a broad distribution potential, making them a strong target for growth.

Takeaways from User Interviews on Popeye's

Eating Habits:

• Popeyes appeals mainly to non-vegetarians, especially chicken lovers.
• 4/14 users from vegetarian families eat chicken only outside due to cultural restrictions.

Brand Love:

• 5/14 users prefer Popeyes over KFC for its taste and brand appeal.
• 7/14 tried Popeyes because of U.S. experiences or recommendations from friends.

App Visibility:

• 9/14 users first interacted with Popeyes in-store or via food apps, not their app.
• 3/14 didn’t even know Popeyes had an app!

Retention & Clarity:

• 5/14 deleted the app after one order, citing usability issues.
• The "burger vs. sandwich" menu naming confused some users.

Usage Patterns:

• 5/14 See Popeyes as a lunch/dinner option and not snacks.
• 6/14 users have no non-veg days (Monday, Tuesday, and Saturday).

Customer Support:

• Many felt customer care didn’t resolve their issues effectively.

ICP 1: The Urban Professional

ICP 2: The Social Explorer

Key Insights:

• The Urban Professional: Efficiency is paramount; food must be quick, hassle-free, and easily accessible during work hours. Social interaction is valued, especially when sharing food moments with colleagues.
• The Social Explorer: Convenience is important, but there’s also an emphasis on enjoying meals socially. Food is an experience, and exploring diverse menu options enhances social gatherings.

Customer Journey Map

This might not be the most visually or aesthetically pleasing version, but it highlights the key milestones in the onboarding process. It’s a customer journey map that outlines important touchpoints and parameters, giving a clear view of the user’s experience step by step. KINDLY ZOOM or click on the link below.

https://whimsical.com/P5BGiyMcEQz3cwtg7mpWqR

First-Time User Experience (FTUE) Psychology:

The First-Time User Experience (FTUE) is a critical moment in a user's journey, as it sets the tone for how they perceive and interact with the app. It encompasses the initial impressions, ease of navigation, and how well users understand the value of the product. A seamless FTUE is essential for successful onboarding, ensuring users feel confident, engaged, and motivated to explore further.

Why FTUE Matters for Onboarding

1. First Impressions Last: Users often decide within seconds if they will continue using an app. A well-designed FTUE can create a positive first impression, boosting retention rates.
2. Cognitive Load Management: Reducing complexity during onboarding helps users quickly understand the app's purpose and functionality, minimizing drop-offs.
3. Value Communication: FTUE ensures users grasp the app's core value, fostering trust and interest in continuing the journey.
4. Behavioural Momentum: By guiding users to complete their first meaningful action, FTUE builds momentum, encouraging further engagement. Example: Coachmarks and Tooltips.

Best Practices for FTUE in Onboarding

1. Clear Value Proposition: Highlight the app's key benefits immediately to capture attention and set expectations.
2. Simplified Onboarding Flow: Use concise steps and avoid overloading users with information or actions.
3. Interactive Guidance: Incorporate tooltips or walkthroughs to help users navigate without confusion.
4. Early Wins: Encourage users to achieve a small but meaningful action early (e.g., placing an order or personalizing their profile) to create a sense of accomplishment.
5. Personalization: Offer tailored recommendations or customizable options to make users feel valued and connected.
6. Feedback Mechanisms: Provide immediate feedback, such as success messages or animations, to reinforce positive actions.
7. A/B Testing: Continuously test and refine onboarding elements to align with user needs and preferences.

FTUE, when executed effectively, bridges the gap between a new user’s curiosity and their commitment to the app, creating a foundation for long-term engagement and satisfaction. By addressing psychological principles like reducing cognitive load, building trust, and leveraging positive reinforcement, FTUE ensures a smooth onboarding experience that resonates with users.