Background

Mobcrush is a software that allows video game streamers to broadcast their stream to multiple platforms simultaneously. Over the summer of 2021 I was their sole UX Designer. I was slated with redesigning our onboarding to a more modern visual language.

Problem

Not only was our onboarding process designed in an outdated visual language, it was also not drawing enough attention to a new feature that we recently rolled out, Action Replay. Action Replay is an automated system that creates a highlight reel at the end of a streaming session. This feature provides an additional avenue for streamers to better market themselves.

Opportunity

To decrease the overall time to sign up for Mobcrush while also driving increased use of Action Replay. Action Replay usage should increase user retention highlighting a key business goal, to increase repeat users.

Initial Design

Design Audit

There is no differentiation between what step the user is on and which step they have already completed.
This is a desktop only experience and we are not utilizing the full width of the page. It appears as if designed to optimize in mobile when that won't be a scenario our users run into.
Action Replay is lost in the visual hierarchy and attention is drawn away from it. The user will scan from top to bottom and having the stepper above Action Replay creates additional visual noise that will take away from the users ability to quickly scan and absorb information about our new feature.
Our users cannot go backwards in the experience. This is a large tech lift to implement but will save our users a lot of frustration if they have to restart the onboarding flow completely versus simply going back a step.

User Interviews

To better understand our users and frame our problem, I conducted user interviews. Mobcrush was not a large company that had a strong connection to a group of users I could interview so I took the time to source my own participants. Through social media I reached out to many streamers and was able to find five streamers to meet with me.
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When I am interviewing users I employ a semi-structured format with a list of questions to ask but if someone touches on something interesting outside of the set of questions, I intentionally leave room for myself and the participant to dive deeper into other topics.

Insights

Users almost exclusively use their desktop when streaming and only use their mobile device when posting to social media.
Users stream as a side gig and ideally wish to monetize their stream if they can.
Users find it easy to gain a decent amount of followers but going from say 50-500 followers to 2,000 is very difficult so they look to promote their streams as much as possible.

Competitive Analysis

The Design

Changes

Vertically aligned stepper to allow for easier scanning of information to the right.
Enhanced stepper shows which step you are on, what you have completed and what is next.
Employed a back button allowing users to go back in the onboarding process if they want to revisit certain information key to their streanm

Results

Percent of users who viewed Action Replay setup in the 3 months after release increased from 44% to 98%
Total conversions of users setting up Action Replay increased by 10% in the 3 months after release.
Fallout rate from our onboarding went down by 7%. Suggesting that allowing users to go back rather than having to abandon their onboarding process decreased abandoned onboarding attempts.

THOMAS BIRLE

BIRLETL97@GMAIL.COM

RESUME

How to increase use of a new feature by 50%