“Re-thinking the onboarding”
for Vendredi

Logo title

ROLE

Product Designer

TIMELINE

2 weeks (2022)

TOOLS

Figma, Notion, Google Suite

SCOPE

Problem
Solution

ABOUT VENDREDI

Vendredi is a French startup specializing in CSR (Corporate Social Responsibility).

They support companies by providing a highly-customisable platform to ease the management of volunteering opportunities and help employees get in touch with associations.

One of the perks of using Vendredi is the client company may allow the employee to volunteer during working hours (1 day per week), hence the name “Vendredi” = Friday in French.

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MY ROLE

I was involved in all steps of the project, with a focus on UX writing & coordinating the team toward our goal

OUR CHALLENGE

As a team of three, we had to tackle the following design problem given by David Elbaz and Valentin Moulay, product designers at Vendredi:

“How can we re-think employee onboarding to maximise engagement?”

Hi! We have a mission for you

The business targets were:

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Increase the registration rate from 15% to 25%

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In the last quarter, out of 12000 invited to sign up, only 1772 employees followed through.

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Improve commitment rate from 5% to 10%

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Inefficiencies in the onboarding process prevent people from doing their first action

1. TESTING WHAT ALREADY

EXISTS

1. TESTING WHAT ALREADY EXISTS

Learning about actual pain points and verifying the usability of the current onboarding flow

Since there's an existing testing platform, we decided to confront it to the users criticism so we can assess the pain points they are facing.

During the briefing, David and Valentin from Vendredi deliberately remained vague about the definition of the term 'onboarding'. Thus we decided to test everything starting from the first email the employee receives as it is the first contact with Vendredi.

We wanted to know...

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How do they perceive the current Vendredi onboarding?

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What's pushing them towards or away from commitment?

Method

📝 Moderated interviews 🧑‍💻 Remote (Google Meet) ⏱️ 30 min

Panel

👥 7 people
  • 2 women / 5 men
  • 27 to 39
  • Various degrees of interest into CSR (not interested to very committed)

Scenario

👥 7 people
  • After a meeting with their CSR team, the user receives an email from Vendredi.

  • The user has to sign up and complete the onboarding flow.

What did we learn?

1. Email

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4/7 participants have second thoughts before clicking

  • The value proposition is hard to understand and they were worried about the prospect of commitment.

There's not enough information for me to commit to this.

Clément

2. Landing Page

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5/7 participants were confused by the Landing page

  • The landing page is not very engaging. They aren't sure of what they are getting into.
  • The main Call To Action (CTA) ”Access to my citizen dashboard” was deemed intimidating and unclear.

I am trying to sign up, but all I can see is ”Access to my citizen dashboard”.

Charles

3. Sign Up

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2/7 participants had issues setting up their password

  • The password requirements aren't clear to the users.

5/7 participants were worried about the usage of Personal Data

  • Vendredi's personal data policy made many users pause. 2 users would have stopped to register for this reason.

I don't want to give them my personal data. I would have stopped there.

Mélinda

4. Preferences

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7/7 participants had difficulties understanding the questions

  • Wording was confusing. They weren't sure how to answer.
  • 5 users skipped the last step because they didn't want to provide a profile picture and phone number.

It's monochrome and cluttered, too dense to read. And the icons are small.

Rémy

I'm confused about the time scale, is it per week? Per day?

Bianca

[Add your profile picture]
Do I really need to fill this in?

Charles

5. Homepage

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4/7 participants were lost on the Homepage

  • Users were overwhelmed by the amount of content.
  • 3 out of 3 users with an activist lean struggled to understand how to do their first action as it isn't clearly signposted.

I'm a bit lost. Missions, programs, there are challenges too... I'm not sure where to start.

Charles

I want to take action, but I don't know where to click.

Benjamin

Redefining the problem

Using our newfound knowledge, we can focus our efforts onto the real challenge:

“How to make the onboarding experience more engaging for employees?”

2. IDEATION & INSPIRATION

Generating many ideas and sorting them, in order to find the best solution for all

After drawing a mind-map with our problem statement as its center, the following 3 keywords drove our focus in finding a solution:

Reassurance

  • Improving the UX writing

  • Giving users the information they expect

  • Adding brand identity

Simplify

  • Removing unnecessary steps

  • Reducing cognitive load

Customisation

  • Personalising the homepage

  • Making it easier to set up user preferences

To prepare our prototype, we took inspiration from:

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✍️ UX writing

Chance presents their values in a tone of voice that is reassuring and motivating.

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🔒 Privacy Policy

Cleanfox needs their users to trust them. We were inspired by the way they address user privacy concerns.

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🎨 User Interface

Dalma's UI is appealing and easy to read even for newcomers.

3. PROTOTYPING V1

Giving birth to our solution, making it tangible

For this project, we were given partial access to the Vendredi design system. Some of the elements, such as the email and the landing page, weren't accessible to us.

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Refreshing the email template

  • New template, new copy highlighting the value proposition.

  • For more transparency, we added the employer's brand to the header, to reassure the employee.

  • We reduced the number of Calls to Action (CTA) to lessen cognitive load.

New landing Page

  • The landing page has been reworked in order to be more visually appealing and more in tune with Vendredi corporate identity.

  • We kept showing the employer's brand throughout so that the user is reminded the service is endorsed by their employer.
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Sign Up screen improvements

  • If the password fails requirements, the user can now see what went wrong.

  • We added an informative overlay to reassure, give more transparency on how data is used and to make it explicit Vendredi doesn't sell user data to third-parties.
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Reworked preferences settings

  • We reorganized the way information is laid out to improve affordance.

  • Instructions have been added alongside each question to ensure users know what is expected of them.

  • We removed the optional step that baited them into giving out personal information (profile picture, phone number, current job).

Customized Homepage

  • We added an intermediate screen to draw a clear transition from the onboarding and as an opportunity to let the user know their homepage is being customised.

  • The homepage has been reworked so that it highlights missions and challenges based on user preferences, reducing confusion as to next steps.

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4. USER TESTING

Putting the prototype into the users’ hands and getting their feedback before moving onto development

With a prototype in our hands, we can test if our hypotheses are correct and find out how the experience can be improved. Lessons can be learned from this reality check.

🎯 Our goals

1

Verify affordance of the whole flow

2

Ensure the previous pain points have been dealt with

3

Verify if users are properly guided toward their first post-onboading action

Method

📝 Moderated interviews 🧑‍💻 Remote (Google Meet) ⏱️ 30 min

Panel

👥 5 people
  • 1 woman / 4 men
  • 28 to 39
  • Including 3 Vendredi users in their company

Scenario

  • As an employee of Air France and after meeting their CSR team, the user received an email from Vendredi.

  • The user has to sign up and set up their profile.

💡 What did we learn?

Most of the experience was perceived positively:

  • People were quicker to understand the value proposition.

  • All users were able to fill in their preferences, without any confusion.

  • They also understood the homepage was customised according to their preferences, making them feel rewarded.
  • The Data Policy is still seen as problematic, during the Sign Up process, but its impact was somewhat lessened by the presence of the explanatory popup.

What's good here is they reassured they won't use our data for commercial use.

Thomas

🛠️ What could we improve?

After sorting the comments from the users, it would appear that they were mostly perplexed by:

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Personal Data

4/5

users remained cautious about the use of personal data

🔥 >High Priority

I remain wary because I don't know what they will do with my data.

Duc-Nhi

It's not as bad, but I'm still wondering, 'Which data?'

Charles

I hesitated because I avoid sharing personal information.

Bianca

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Homepage

3/5

users expect to see an explanatory video on the Homepage

🔥 >High Priority

It's a bit sudden. It would be great to have some text or a video to remind what Vendredi is about.

Duc-Nhi

5. ITERATING ON V2

We had to prioritize which changes we wanted to make, starting with the obvious (what's easiest to fix and has a big impact). Here's the new iteration of our solution following users' feedback:

6. CONCLUSION

  • We'd like to test and measure how the new onboarding flow performs over a 6 month time period (how do users feel about it? what is the impact on business KPIs?)

  • If we had more time on this project, we would have liked to work a bit more on the homepage as well, with a focus on how they feel when they land on the new homepage after onboarding.

It was the first project where we had to define our own roadmap. Being able to test the existing onboarding was a great experience as it allowed us to verify which issues we were solving with our solution.

In any case, it was an interesting project as I worked with a senior UI designer who gave me many tips! I also learned a lot about commitment and CSR, which I wasn't initially familiar with.

”We hadn't noticed the privacy policy issue, that's a very good point.”

”The work is of high quality and the idea is clear.”

David Elbaz

Product Designer
at Vendredi

Thank you for your attention!

Interested in my other projects?