Tadaah asked me to research and design a new onboarding flow for childcare professionals. Most professionals that come in have zero experience in creating and maintaining a company. They needed a flow that allowed for more hand-helding and support to decrease support cases and increase user satisfaction.
Tadaah enable freelance childcare professional to broaden their network and earn a bit of extra income on the side. Users come in through the front door which is their sign up flow. Since users are required to have a company, company insurance and other documents ready, this is quite the difficult journey for users. Almost half of all support cases reported to Tadaah are concerning the sign up flow.
My research compassed the following three steps:
I talked to over 15 different users in a short 15 minute chat. These people were users that had been using Tadaah for a long while as well as users that just started. With the memory of onboarding into Tadaah fresh in mind, these chats were very interesting.
Using these results I created a user persona to help emphatise more with the end user. Also, I feel like this really helps create support in the organisation for the users need.
Next to that I create an empathy map to even further solidify the users need.
The most interesting thing I learned from talking to users is that everyone was working part-time for a childcare organisation, all the work they did via Tadaah was extra. They had this foundation of income and everything they earned through Tadaah was a plus. And they used it that way as well, they used it for small trips, gifts, etc. They didn’t need the money. This was the main reason to use Tadaah. Other reasons that I came accross were:
Creating, maintaining and diversifying a career network
Spot new job opportunities
Some other notable takeaways from the user interviews included:
Users had virtually no knowledge on how to create a company, set up an administration, freelance rates before they started using Tadaah.
Most users mentioned that finding freelance gigs was not something they ever though about
Based on these findings, we came to the following goal: what would a sign-up flow look like that both guides and educates users on all aspects of starting a company so they can earn a bit on the side?
With this goal in mind, I started wireframing. I came up with multiple options. I demonstrated these options and received tons of great feedback from internal users. Based on this feedback I was able to come up with a variant that I could go to users with.
To test this feature I created a prototype. With this prototype in handed I set up a usability report that included tasks, for every task I noted down if a user was able to complete it and how long the user needed to complete it. I also had a free input to jot down any other notes that I noticed while observing the user. These results were prioritised and fixed according to the priority.
After creating the final designs, I worked hard with the development team to document whatever they needed. Since we were using some new components, I documented them very well so they could be implemented without to much going backwards and forwards.
Conclusion & Takeaways
The new sign-up flow was received very well. We used a survey to ask new users how they perceived the sign-up flow just after they finished. Their score was up from a 5.4 (out of 10) to a 6.9. Most impressively was that the difficulty was perceived to be a staggering 50% less than before. Next to that, support cases were also down with about 40%.
Niels Joop Rozemijer, 2023