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Fender Play Onboarding Activity

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Project Background

In the journey to introduce new users to Fender Play, our challenge was to design a personalized onboarding experience that would immediately engage users and guide them toward their first meaningful interaction. This Day 0 experience needed to be tailored to individual preferences, whether users were eager to start playing right away or preferred to explore the app first. By building a system that adapted to various entry points, we aimed to increase engagement and set the stage for long-term retention.

GOALS

  • Design a personalized, data-informed onboarding journey to increase retention

  • Reduce Day 0 drop-off by making onboarding more engaging

  • Encourage users to complete their first song to create an early win

  • Boost retention by making the first experience feel fun and inspiring

CHALLENGES

  • Over 70% of users dropped off after Day 0.

  • Users struggled to get started and engage.

  • Onboarding lacked a strong first impression.

MY ROLE

I led this initiative and was responsible for:

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  • Designing a data-driven, interactive onboarding experience.

  • Creating UX flows to guide users to their first song.

  • Collaborating with product, marketing, and engineering on strategy and story.

  • Conducting user testing and developing A/B testable designs.

The Process

Research And discovery

The team collaborated to brainstorm and outline requirements, framing the Day 0 experience as a pivotal moment for user engagement. We aimed to explore how personalized, immediate engagement could increase user retention rates.

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XFN FLows

Working with a cross-functional team, we co-created user flows, information architecture, and wireframes deeply rooted in narrative-driven design.

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Storytelling & Qualitative Testing

This stage involved developing three distinct user journeys, each leading to a more immersive experience tailored to different user needs. I also ran a few user tests on the narratives and used qualitative feedback to refine our approach.

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MVP Final Designs

HOMEPAGE

We guided users through a personalized onboarding journey, offering song options based on their favorite artist or instructor. This allowed us to A/B test what influenced user decisions, such as album artwork or genre. Positive reinforcement motivated users to complete their first lesson, aligning the experience with Fender's inspiring spirit.

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Impact and Thoughts

After launching the MVP, the results were highly encouraging. The onboarding experience achieved a 92% completion rate, with a notable percentage of users returning the next day to continue their journey. Engagement grew by 4-7% over multiple days, and confidence in user retention increased to 99%. This project helped shape a more personalized and engaging approach to onboarding, setting the foundation for long-term user success.

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Fast engagement proved essential for retention, while personalization in song recommendations emerged as an area for improvement. Moving forward, deeper user segmentation will be explored to further enhance the onboarding experience.

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