Under Armour

Under Armour's

Onboarding
Flow

Onboarding Flow

For this case study I will document my process of re-designing Under Armour' onboarding flow, creating a more frictionless point of entry, resulting in increased signups and engagements.

*Due to an NDA I am unable to document all my work

Responsibilities

• Visual Design
• Solution design workshop
• User testing
• End to end product design

• Prototyping

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Kick-start

I started with a UI & UX audit, understanding the users journey & highlighting areas of improvement, some of the main outcomes were:

• Little to no user feedback
• Poor visual hierarchy
• Incorrect use of button states

To kickstart this project, I started with a UI & UX audit as well as a user flow to better understand the app, the apps strengths and were we can improve.

Competitors Analysis

I focused on Nike's onboarding flow, I found they allow users
to reach the homepage within 3 clicks (if onboarding is skipped)
and even easier with social sign in options.

I focused on Nike's onboarding flow, I found they allow users to reach the homepage within 3 clicks (if onboarding is skipped) and even easier with social sign in options.

I focused on Nike's onboarding flow, I found they allow users
to reach the homepage within 3 clicks (if onboarding is skipped)
and even easier with social sign in options.

Improved onboarding flow

Improved

onboarding flow

Improved onboarding flow

With the insight I gathered from the competitors analysis and current app,

I designed a more user friendly flow, one thats easy to use and improves the barrier to entry.

I focused on removing the fluff, and streamlining the sign up flow

With the insight I gathered from the competitors analysis and current app, I designed a more user friendly flow, one thats easy to use and improves the barrier to entry. I focused on removing the fluff, and streamlining the sign up flow.

With the insight I gathered from the competitors analysis, I designed and improved user flow, while keeping in mind Airbnb's 3 click booking process

Stakeholder meetings

Stakeholder

meetings

After all my UX findings, I put together a deck to present to stakeholders, key user pain-points were:

• Users difficulty with logging in

• Overall app rating on different platforms

• Lack of error state and user feedback
• Customer satisfaction index

Some of my finding were based on reviews & app abandonment stats.

After all my UX findings, I put together a deck to present to stakeholders, key user pain-points were:

• Users difficulty with logging in

• Overall app rating on different platforms

• Lack of error state and user feedback
• Customer satisfaction index

Some of my finding were based on reviews & app abandonment stats.

After all my UX findings, I put together a deck to present to stakeholders, key user pain-points were:

• Users difficulty with logging in

• Overall app rating on different platforms

• Lack of error state and user feedback
• Customer satisfaction index

Some of my finding were based on reviews & app abandonment stats.

Wireframes

I then began wireframing and putting together ideas for the sign up flow, using best practice I:

• conducted a crazy 8's to spit fire ideas
• Kept it minimal, keep the focus on login/sign up

• used common patterns across different apps

I then began wireframing and putting together ideas for the sign up flow, using best practice I:

• conducted a crazy 8's to spit fire ideas
• Kept it minimal, keep the focus on login/sign up

• used common patterns across different apps

I then began wireframing and putting together ideas

for the sign up flow, using best practice I:

• Kept it minimal, keep the focus on login/sign up

• used articles to guide my ideas

• conducted a crazy 8's to spit fire ideas

Design iterations

Like we always hear, design is never liner,

below I've highlighted a few iterations before hitting the sweetspot.

Like we always hear, design is never liner,

below I've highlighted a few iterations before hitting the sweetspot.

Like we always hear, design is never liner,

below I've highlighted a few iterations before hitting the sweetspot.

Final Iteration

After many iterations and countless meetings, I ended up with the final designs,

which was easy to navigate and was a more accurate representation of Under Armour

After many iterations and countless meetings, I ended up with the final designs, which was easy to navigate and was a more accurate representation of Under Armour.

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