Vetted
Creative Lead
Streamlining onboarding for Vetted, membership based app that supports pet parents in caring for their pets
Problem
Vetted’s onboarding flow was failing to engage users effectively.
📉
High drop-off rate
35% of users abandoned the app before completing onboarding.
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Consistency issues
Visual inconsistencies in the UI led to perceived complexity.
⏱️
Length of process
Users reported being frustrated with the lengthy process.
User Research
Design Goals
01
Add visual cues and guidance to indicate progress
02
Engage users through personalization that resonates with pet parents
03
Utilize progressive disclosure to reduce cognitive overload
Designs
Design Highlights
Medical history as an optional second step after initial onboarding
Progress bar to anchor users through the onboarding process
Addition of ‘Skip’ button
Friendly language that caters to realistic pet parent experiences
Optional fun questions to keep users engaged
Impact
Drop-off rate decreased from 35% to 8%.
Average time to complete onboarding reduced from 2.5 minutes to 1.25 minutes.
“This is much easier... I like having a visual indication of how much farther I need to go.”
“I love the little touches of personality, it makes me feel more trusting and open to inputing information about Waffle.”
“Delightful!”
