RummyTime’s New Player Onboarding Redesign Case Study

Consider the scenario where you find yourself in a new job, completely clueless about your primary tasks and how to execute them. It’s a recipe for disaster, isn’t it? Success, whatever that may entail, seems unlikely, and sticking around becomes less appealing. Similarly, in the realm of gaming or task based apps, introducing new user’s without guidance can lead to frustration and disengagement.

This highlights the crucial role of an effective onboarding process. It’s not just about welcoming players; it’s about equipping them with the necessary knowledge and tools to thrive in their gaming experience or app usage. A well-designed onboarding process sets the stage for success by providing clear instructions, introducing key features, and fostering a sense of confidence and competence from the outset.

Onboarding is the process of introducing users to a new interface using specific flows and UI elements that aren’t typically part of the regular app interface.

When is it appropriate for a mobile app to include onboarding?

Onboarding screens are beneficial in a mobile app under a few circumstances:

• When user information is necessary to begin, such as setting up an account or confirming identity, as seen in banking apps.
• When app functionality is highly personalised to the user’s context or preferences, like in dieting apps where knowing the user’s weight is crucial.
• When important app features or workflows are unique or unfamiliar, requiring a formal introduction, such as the introduction of mobile check deposit as an alternative to traditional ATM deposits.

In the RummyTime scenario, we observe a significant drop-off in user engagement when we prompt players to input personal details like phone numbers and OTP. This occurs immediately after a static splash screen, leaving players uncertain about providing personal information without understanding the offerings of the RummyTime

Current issues with RummyTime’s onboarding process

• Lack of a recognisable brand face led to distrust among players regarding RummyTime.
• Prolonged loading times for accessing the mobile number entry screen raised concerns about the platform’s user experience.
• Inadequate communication of RummyTime’s unique selling propositions (USP’s) hindered user registration.
• Players expressed apprehension regarding the security of their personal data, particularly their mobile numbers.

Primary research

• To gather insights, I interviewed 39 regular players🙍, capturing their concerns, experiences, and suggestions, which provided a comprehensive view of their perspectives.
• I analyzed over 150 customer support calls 📞, listening to recordings or reviewing transcripts to identify and document recurring issues and common user challenges.
• After gathering this information, I categorized the identified problems into meaningful groups. This structured framework facilitated further analysis, helping to understand root causes and develop targeted solutions.

Conducted an in-depth examination of the existing user flow to uncover opportunities for improvement.

Secondary research

• The previous RummyTime registration flow failed to effectively communicate the platform’s value proposition, leading to significant drop-offs and taking 5 minutes to complete. ⏳
• RummyTime’s unclear brand identity hinders trust and recognition, making it hard for users to differentiate it from competitors, affecting loyalty and new user acquisition.
• Inadequate communication of unique selling propositions (USPs) impedes user registration and engagement. Highlighting USPs could enhance user understanding and drive engagement.

Enhance visual elements by prominently showcasing unique selling points (USPs), utilizing a brand ambassador, improving the new user experience, and reducing the number of steps.

Design ideation

Let’s dive into the exciting phase of design ideation!With my chef’s hat on and a whisk in hand, I eagerly delved into the art of culinary creation. Blending flavours and testing different cooking methods felt like conducting a harmonious symphony, and the dish that emerged? It was a culinary masterpiece, leaving taste buds dancing with delight!

We collaborated with marketing and product teams to identify RummyTime’s USPs, such as Unlimited Free Cash games, Unlimited Instant withdrawals, 24X7 Support.

Hypothesis:

Dish 1: Visually appealing, user-friendly, and highlight the identified USPs. This included the addition of onboarding banners and social proofing elements in all screens.

Dish 2: To help new players explore cash games, we highlighted the ₹1 Free cash Game tables prominently. We had also added an Add Cash promotion card in the lobby displaying the offer.

Dish 3: Social Proofing Elements: Incorporating elements that showcase positive feedback or endorsements from other users to build trust and credibility

Design Ideation & Exploration

• Eliminate extra steps like name entry/avatar selection and redundant USP displays.
• Evaluate the need for language selection options.
• Assess if the previous registration process communicated RT’s value proposition effectively.
• Explore offers for new users to aid their decision-making process.

Final designs

And now, following extensive iterations and enhancements, I am thrilled to unveil the ultimate outcome!

💡Numbers and Problems

Following the redesign, our primary aim was to ensure that all users embraced the new features and functionalities.

Our key focus was to enhance the user onboarding process. To assist newcomers in navigating cash games seamlessly, we prominently showcased the ₹1 Free Cash Game tables. Furthermore, we introduced an Add Cash promotion card in the lobby to highlight the offer and encourage users to take advantage of it.

We observed notable improvements in user engagement metrics:📈

• Installation to Registration (I2R) witnessed a significant 13% increase, indicating enhanced user interest and engagement from the moment of installation.
• Registration to Add Cash (R2AC) experienced a commendable 4% increase, demonstrating improved user conversion rates during the registration process.

The new flow led to a 5.7% increase in the Registration to Add Cash (R2AC) stage, resulting in 40 additional acquisitions per day. This demonstrates improved user engagement and conversion rates at a crucial stage.

Take a look at the blueprint for a preview of how the process unfolds!🚀

Key takeaways

Embarking on this UX design journey for our gaming app has been a rollercoaster of creativity and insights. From wireframes to user testing, we’ve crafted experiences that seamlessly blend functionality with delight.As we complete this project, let’s carry forward these key takeaways:

1. User Evolution: Understanding our target users is crucial. We found that while new users complete the registration process within a minute, this insight highlighted the need to enhance the experience for our loyal players.
2. Onboarding Flow: An engaging onboarding flow is essential. Our process includes incentives for first-time actions to boost initial engagement. We also emphasize our unique selling points (USPs), such as exclusive add-cash offers, and incorporate social proofing elements to build trust and credibility with new users.

In conclusion, my drive propelled these initiatives, but they were made possible by the guidance of Shuchita Baranwal VP of Design and K Mohitmohit AD of Design, along with support from Akhil PM and the talented product team. Their collaboration and timely feedback refined the design and brought a fresh business perspective, leading to our success.

“Thanks for tuning in!