Improving user onboarding for OpenRice

OpenRice is a food and restaurant guide. The Hong Kong app and website has approximately 40,000 recorded restaurants, 530,000 registered diners and over 572,000 ratings and comments.

This case study shows the process I have taken to improve the user onboarding metrics for OpenRice.

Role

UX/UI designer

Tools

Figma

Notion

Part 1

Heuristics

App UX heuristics
- Helpful if the onboarding process reminds users why they want to use the OpenRice app
- Lacks in informing users what the app has to offer
- The "create an account" process is tedious, with several steps to complete
- Lacks progress indicators
- The signup and login page looks congested"
- Continue with social media" to log in is confusing: Questions that came up when looking at social "continue with social media":
(1) How does it really function?
(2) How can users "continue with social media" if they have not signed up using that medium?

‍App UI heuristics
- The layout looks too packed
- Too many texts are a potential distraction that could affect retention

The problem

How may I deliver an informative introduction to new users through designing before signup or login screens?
How may I simplify the login and signup process?

The solution

To provide a more benefit-and-function-focused onboarding process for the OpenRice app.
To provide a simplified user flow for the login and signup process with an option to skip signing up or log in during the onboarding phase and instead continue as guest. Users can choose to sign up or log in later from the home page.

Users

Needs
- Onboarding process to remind users why they want to use the OpenRice app
- Introduce core benefits of the app
- Explain core functions of the site
- Essential onboarding requirements to look at:
(1) Book reservations
(2) Reviews
(3) How to build a following & get followed
(4) Bookmark restaurants
(5) Use OpenRice payment
(6) Read articles

Pain point
- Not aware of other features available on OpenRice.

Competitor analysis

Allowed me to refer to how other products have solved for this problem and also potentially seek inspiration for new ideas.

Part 2

Storyboards

Storyboards to visually predict and explores a user's experience with the product. It also assisted in understanding the user flow of the product.

User flow

Creating a user flow helped to communicate the end to end experience of a product from a user’s perspective.

Sketches

Paper sketches ensured that the elements that made it to digital wireframes would be well-suited to address the solution.

Wireframes

Moving on, I created digital wireframes which further helped me narrow down the focus of my solution.

High-fidelity prototype

This is some text inside of a div High-fidelity prototype helped to communicate the core parts of the user journey.block.

Part 3

Key screens

Benefit-focused onboarding screens
Benefit-focused screens will help users inform about the all the key features of the product. Users can either choose to read about it or ‘skip’ to move to the next step.

Simplified signup and login process
In comparison, this signup and login process provides users with a simpler and easier to understand process. Also, user have been provided with an option to ‘skip’ the process. Users can choose to sign up or log in later from the home page.

Business objective

The improvement in OpenRice’s onboarding would increase brand identity.
The benefit-and-function-focused onboarding process would increase and improve retention rates as it is providing users with more information about the app besides reviews and booking reservations
The option to skip signup or login during onboarding process and instead continue as guest would improve engagement rate
The simplified signup or login process would potentially increase signup page bounce rate