We Improved Onboarding Retention by 50%
I spearheaded the end-to-end redesign of the onboarding experience for ALX's Software Engineering Program, leading to a 50% increase in first-month retention for a 10X larger cohort. Through user research, journey mapping, and cross-functional collaboration, we created an engaging, personalized onboarding that set participants up for success.
Client
ALX (part of the African Leadership Group)
Year
Feb - Aug 2021
Category
Learning Design
Service Design
The problem context
In 2021, the African Leadership Group aimed to scale its Software Engineering (SE) Program. However, the first two cohorts faced challenges: 25% of admitted participants didn't show up for onboarding, and about half dropped out after the first month.
As the Service Designer, I was tasked with redesigning the onboarding experience for the new 900+ participant cohort (the biggest ever for the org then!) to improve retention and success.
Here's how we did it...
01
Project Initiation
I proposed the onboarding redesign concept, drafted a concept note outlining the problem, success criteria, deliverables, and timelines, and sought feedback from stakeholders. I also organized a kick-off meeting with the cross-functional team.
02
User Research & Journey Mapping
I conducted user interviews with various participant groups, synthesized the research into personas and journey maps, and created a service blueprint combining the ideal journey with backstage and onstage actions.
03
Collaborative Design
I organized a workshop with the cross-functional team to discuss and improve the service blueprint, identifying "welds" where collaboration was crucial. We assigned project ownership and developed specific experiences and artifacts.
04
Implementation & Testing
I coordinated with the marketing team, designed the onboarding experience on the LMS, and automated workflows. We tested the process with a few incoming participants and optimized based on feedback.
05
Launch & Optimization
We launched the onboarding for the largest cohort, using an automated drip campaign to keep participants engaged. I led daily stand-up meetings to review data, troubleshoot challenges, and celebrate wins. After completion, we conducted a retrospective to analyze results and identify improvements.
Outcomes
Here are some of the outcomes​​
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Retention Soared: The redesigned onboarding increased first-month retention from 50% to 75%, despite the cohort growing tenfold.
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Rave Reviews: The experience received overwhelmingly positive reviews, with 99.8% of participants likely to recommend the program and 92% saying they would be very disappointed if they could no longer participate.
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High Engagement: Of the 934 enrolled participants, 909 completed onboarding, and 91.5% were active on the community platform.
Key Learnings
Here's what we learned​
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Service Design at a systemic and granular level: I innovated both the user experience and the enabling processes, constantly moving between bird's-eye and in-the-weeds views, from frontstage touchpoints to backstage actions.
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Leading a cross-functional team: I formed a team cutting across squads, departments, and organizations, influencing perspectives and keeping people accountable without direct authority.
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Optimizing and automating workflows: I identified and automated workflows to scale the cohort size while delivering a personalized experience.
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Data-driven design: We leveraged data-driven insights, such as inactive participant data and mid-onboarding surveys, to improve customer experiences and adapt the onboarding.
Muturi combines deep user insights with a clear understanding of the business case, and produces end-to-end experiences that are magical and transformational while blending digital and analogue experiences seamlessly.
Seth Trudeau
Managing Partner, Routine Chaos
(former VP of Product at African Leadership Group)