User Onboarding An investigation in how to increase the activation of new customers using design

Abstract

This thesis have surrounded the topic of user onboarding, the process of letting new users acquire the necessary skills in order to become an active customer. In this case, an online accounting platform have been the object in focus. This have been accomplished by using an tailored design process consisting of elements from Human-Centered Design and Goal-Directed Design. The overall goal was to develop and implement a set of onboarding methods, which later would be evaluated using A/B experiments - an evaluation method where real and unaware users are involved. The result gave an indication that an assisted tour throughout the important features of the application could be beneficial in order to convert users to becoming active. However, the results of the three conducted experiments didn’t exhibit enough differences to conclude the superior onboarding method. Therefore, it became clear that quantitative A/B experiments isn’t a recommended method when performing labour of this kind. The work would have benefited from performing quicker iterations and to constantly include opinions from users.