Fender Play Onboarding
A personalized Day 0 onboarding experience for aspiring musicians.
The Overview
In the journey to introduce new users to Fender Play, our challenge was to create a personalized onboarding experience. This Day 0 encounter would engage users immediately and be tailored to their preferences, whether they were ready to play or explore the app first. By building a system that could adapt to various entry points, we aimed to drive higher user engagement and set the stage for long-term retention.
PLATFORM
Web, iOS, Android
ROLE
Lead Designer
TIMELINE
4 months
YEAR
2022
The Ask
Blending inspiration with data-driven results
Inspiring first steps through personalization
Our objective was to develop a customized, data-informed onboarding journey to increase user retention by assisting them in playing their first song. We tested assumptions about user preferences, investigating whether the song, artist, or instructor had the most influence on decisions, while also improving the learning experience with compelling content.
The Experience
Launching a fresh and engaging approach to onboarding.
An evolving onboarding to inspire first-time users
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.
How we reimagined lessons and brought them to life
While refining the first song flow experience, we partnered with the creative team to reshoot lessons, aiming to make them more inspirational and aligned with the Fender Play brand. By breaking the lessons into shorter, 2-3 minute segments, we sought to deliver faster results, improve engagement, and increase user retention. The outcome was a visually compelling and user-friendly experience, designed to keep learners motivated and coming back.
The Impact
After launching the MVP, the results were immediately encouraging. We observed a 92% completion rate with a significant portion of users returning the following day to continue their journey. This project helped shape a more personalized and engaging experience, driving a new approach to user onboarding.
92%
Completion rate
4-7%
Engagement growth over multiple days
99%
Increased confidence in user retention
The Process
Discovery & Definition
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.
XFN User Flows
Working with a cross-functional team, we co-created user flows, information architecture, and wireframes deeply rooted in narrative-driven design.
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.
Visual Design & Prototypes
I explored various layouts and visual treatments to craft an inspiring and intuitive user interface. Using insights from testing, I iterated on the design to ensure it was optimized for engagement and motivation, all while implementing a valid A/B testing structure.
Test & Implement
As we prepared for launch, I partnered with the product team to design an A/B test aimed at understanding what motivated users to choose a song—whether it was the artist, instructor, or album artwork. From day one, design and development worked closely together, continuously collaborating to ensure the designs were impactful and feasible within our timeline and resources. We problem-solved as a team, ensuring that we stayed aligned throughout the project and delivered a seamless user experience.
