The problem
New signups drop off before using the free trial
Context
Cambly is an app to connect with English language tutors over video calls. It offers a 5-minute free trial call to new users.
The idea of calling someone right now is jarring. As soon as the user presses the trial CTA, it starts ringing a tutor.
Hypothesis
This is happening because there is no ease-in from the signup form to the home screen – which contains the free trial CTA.
Success criteria
Increase conversion by at least 1.15x for Finish signup form -> Start trial call
Solution proposal
An set of inviting questions and follow-ups
Content strategically made to comfort the user, affirming they're in the right place
Set up to bring positive friction, resulting in motivation to click that free trial CTA
A creative process
Designing a visual conversation
What questions are most relatable all our user personas?
Collaborated with PMs to ask questions that relate to all our user personas in strong ways.
Testing with users helped us frame things clearly.
The comfort level question replaced a v1 that asked about skill level instead (beginner, intermediate, advanced). However, upon testing with users, we learned these are very subjective choices and not as personal.
Made these graphics in responsive sizes.
Icon for a multi-choice option vs illustration for the expanded response
Orient user with a progress bar
An UI decision made from intuition, meant to reduce users' anxiety over not knowing what's next.
Handling device sizes
Worked on iPhone SE to iPhone Max and iPad sizes, with considerations for a bottom-pinned overlay and scrollable layout.
Result
A 1.2x increase in free trial conversion 🎉
I draw from these results that people feel comforted by this question-answer exchange, warming them up for an actual human conversation, and the aha moment that comes with it. More signups now see themselves benefiting from using Cambly (and later on, subscribing).
About
I also do motion graphics, illustration, branding, photography, and classical piano.
Education:
NYU Abu Dhabi Class of 2019, double major in Computer Science and Visual Arts
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