The tech start-up Olivia asked us to design an off-boarding experience for their service. Olivia is a premium service that is a digital menopause guide that helps women track their symptoms. A pleasant ending experience can increase the possibilities of customers recommending the service to others as well as returning if they need it in the future.
In collaboration with the Facebook group "klimakteriekärringarna" (a group for women in menopause), we managed to find a way to get in contact with the target group. We got 214 replies on our survey as well as some written interviews.
As the service was not yet launched, we facilitated a workshop with the client to understand the user journey better. Together we ideated on the worst possible off-boarding and the dream off-boarding for the service. We started from the crack of the doubt, when the user starts to consider leaving, to what happens in the aftermath once off-boarding is complete.
The menopause experience is extremely individual from woman to woman - Meaning that for some the off-boarding might feel like a celebration, while some might experience it as a great disappointment.
From the insights from the workshop and the survey, we could establish three different main categories of why the women might want to leave. We could also see a pattern of difference in the needs between the different categories.
To personalize the experience, we wanted to create different endings depending on the reason they are leaving.
We needed to establish a way to find out which user category they belong to customize the ending. We prototyped and tested different ways to do so.
We also wanted to see how we best could present the data handling options so it was transparent, yet not overwhelming to read. As the information, the user adds to the app is very personal, it is vital to know what is happening with the data when they leave. Olivia had as a goal to keep as much data as possible to donate to research about women's health so we aimed to motivate women to do so.
As the women said they wanted coaching we wanted to add some sort of parting gift with a health summary and tips.
Asking questions was considered caring - Asking a few questions about the user's health made them feel like the app cared about them. It was also a great way of establishing the reason for leaving so we could adjust their ending accordingly.
Friendly copywriting - We found that the easiest way to customize the off-boarding was to differentiate the different reasons for leaving with different tonality in the copy.
Transparency with data handling - Being transparent with data made the users feel more secure and in control of the off-boarding.
With the wireframes, we created the following customer journey of the off-boarding where you get to follow one person from each user category.
We aimed to design an ending that felt as frictionless as possible as people that have decided to leave should be able to do so in a pleasant way. What we would have liked to work further on is the UX-copy to make it even more personalized and spot on to the needs of the user categories.
I learned that when a topic is a bit tabu, it is much easier to get users to engage and care, which was very valuable for our research. I learned that no matter how personal situations can be, there are always some similarities in the needs or ways to categorize them.