Prep Sportswear Team Builder
Increasing customer onboarding completion rate
Overview
Prep Sportswear, a leading manufacturer of customizable sports apparel, offers a digital marketplace featuring a custom team shop where users can create personalized e-commerce stores. However, the setup process lacked clarity, with a form on the landing page providing little context about features, benefits, or ease of use. This led potential customers to seek alternatives, including competitors.
Challenge
How might we create a more informative and engaging setup experience for team stores, clearly communicating the product’s features, benefits, and ease of use to retain potential customers and reduce drop-offs?
Solution
I redesigned the team shop setup with a clear, engaging landing page and an intuitive onboarding process. Step-by-step guidance, visual cues, and progress tracking simplified the experience, reducing confusion and increasing user confidence, conversions, and satisfaction.
The process
Early wireframes were tested with therapy dog handlers and hospital administrators to gather feedback on usability and flow. Insights from testing highlighted areas for improvement, such as simplifying navigation, enhancing the scheduling process, and ensuring key actions were intuitive for all users. These refinements guided the design toward a more efficient and user-friendly platform.
Sketches and competitive analysis
I began the process with a whiteboarding session to generate quick concepts and think outside the box. I then conducted a comparative analysis of similar e-commerce platforms, gathering key insights that informed and inspired the next steps of my design process.
Team store onboarding
The new onboarding process simplifies team store setup with step-by-step guidance, clear visual cues, and progress tracking. Users are guided through key tasks, such as customizing their store and adding products, with clear instructions at every step. This streamlined experience reduces friction, builds confidence, and ensures users can easily and successfully complete their team store setup.
The outcome
The new onboarding process drove a 200% YOY revenue increase and a 44% higher completion rate compared to the legacy product, highlighting the impact of a streamlined, user-focused design.
44% increase in completion
200% Increase in revenue YOY
