Doorsteps is a rentals website powered by Realtor.com.
Doorsteps aims to empower all renters to choose the best city, neighborhood and apartment or house to rent.
I collaborated with my product manager a couple of months and we documented that our new users have a problem with using the search filters. So we decided to create the onboarding style flow as a way to introduce users to Doorsteps search filters.
The goal is to create onboarding style to introduce new users to the Doorsteps search, help them to find faster and accurate apartments they are looking for, and also collect some information about our user for the future.
The research team helped me to define questions we need to ask during the onboarding flow. Questions have been chosen based on the our current user’s filter search.
Because I wanted to ensure that the flow was frictionless, we decided to test two different versions of the onboarding flow.
From the homepage user asked to add the city where he wants to move, then we ask for more details on the following screen. On the last step user lends on the Property Listing Page, and explores the properties that match the user's needs.
We did user testing and questionnaires with participants to document their actions.
Below you see wireframes and flows for two versions of the onboarding tests we ran. After running about a dozen tests, I ended up with the version that has all questions on one screen.
The main goal for the visual design was to keep the feeling of the Doorsteps site.
So I designed the first screen of the onboarding flow based on our current home page.
I used our home page image. On the header I kept the only logo, removing the hamburger menu, search button and also the navigation line.
Since the main goal is to guide users with their first time journey through the site, I got rid of any other UI controls, so the user can follow the onboarding flow, without any additional distraction.
I wanted to keep also our doorsteps title - slogan, that sells broad benefit on a product name. So I keep words “ Find your next place to love”. And description follows up a copy “ Where are you looking to move”.
This onboarding flow was designed to give users a clear value proposition when presenting them with Doorsteps site filters.
Impact: ~6% lift on filter using and a ~1.5% more return users.