Quest for Growth, The Index

Preface:

This is an interesting story from 2020 when I designed a 15 days user onboarding journey on CleverTap to optimize the onboarding funnel.

Grab your 🍿popcorn bucket.

It felt like a video game playing in my head that I could design as per the requirement of the moment. I literally felt like I am a game designer. I had all the elements that I needed to put together a guided journey. Of course, with some limitations.

The Goal

To improve the onboarding funnel so that more people would subscribe after a 15-day free trial period.

The Product

It was an app for kids to learn nursery rhymes, Hindi & English alphabets, 123 and the most interesting part was the interactive questions in between the learning session.

It was free to use, For the first 15 days.

Problem Statement:

Not enough people are subscribing to the available plans upon the expiry of the free trial period.

The research behind the scenes:

  1. Reviewed about 50s of profiles to look for patterns.

  2. Funnel went something like this: (The numbers are not real)

    1. Assuming a hundred people downloaded the app.
    2. 90 app launched
    3. 80 entered the phone numbers
    4. 70 entered the OTP and proceeded
    5. 60 completed the onboarding questionnaire
    6. 50 reached the home screen.

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  3. I called at least 50 people to find out the causes behind the problem.

    1. Responses went something like this:
      1. Some parents didn't even know that their children is using the app.
      2. Some parents didn't pick up the phone.
      3. Some were busy and were not interested in talking.
      4. Some were quite happy that I called and loved what they saw.
      5. Some of these last category wanted to talk more about
        1. What did they love in the product?
        2. What they wanted more of?
        3. What issues they were facing?

Analyzing all that and applying some unknown framework in my head, I concluded that the people couldn't understand the value they were getting out of this simple 10-15 mins daily exercise for their kids.