MEMBER ON-BOARDING EXPERIENCE

 

Imperative developed a proprietary “purpose questionnaire” with academics and employers to help employees define what brings them fulfillment and a sense of purpose, so that they can intentionally design their careers and thrive. The questionnaire is the backbone of the member experience, as it it used to determine peer levels and to determine a suitable coach for each member.

 

CHALLENGE

  • Employees often join the Imperative platform without any context or grounding in what peer coaching is or how it will benefit them.

  • Completion rates for the existing on-boarding experience were extremely low.

  • Completing on-boarding to the platform is a lengthy process divided into 2 parts: the purpose questionnaire and demographic questions.

  • New functionality necessitated that additional demographic questions be added to the existing experience.

  • Users must feel like they are being effortlessly guided through the process by a friendly, trusted coach.

 

USER ORIENTATION

The existing experience relied heavily on lengthy, text-only slides that disrupt the flow, interrupted users, and required extra clicks to continue. This significantly increased the barrier to entry to the platform experience, creating intense user frustration before they’ve had a chance to digest the purpose or value of the program.

Rather than transporting users directly to the questionnaire upon sign-in, the revised flow navigates users to a product orientation page that explains what members can expect to gain from the overall product experience and explains each step in the on-boarding process.

BEFORE

AFTER

 

Streamlining the purpose questionnaire

The new on-boarding flow coaches users through the process, clearly indicating their progress, how the information will be used to improve their experience, and sets expectations for what they will be asked to do next and how long that step will take.

Where possible, slides were consolidated to reduce the number of clicks required to complete the task.

Updated top navigation is consistent with the rest of the product experience, while still preventing users from accidentally navigating outside the on-boarding flow.