Project: iOS Onboarding Improvements

1. My Role

This project was a hugely collaborative effort. Together, we focused on enhancing the user's initial experience with GoodRx, specifically addressing challenges related to user education and engagement to debunk misconceptions and encourage coupon usage. This teamwork approach leveraged diverse insights and skills to create a more intuitive and informative onboarding process.

2. Challenge

The project addressed three main challenges: 1) New users' lack of understanding on how to use GoodRx effectively, 2) Misconceptions that GoodRx is only for those without insurance or needing specialized drugs, and 3) The need for a significant price difference to motivate coupon use.

3. Process

The redesign process started with in-depth user research to validate identified challenges. Based on the insights, we developed a multifaceted approach: incorporating a clear explanation of GoodRx's functionality right from the start, integrating rich video content to directly communicate with users, and highlighting immediate and long-term savings, including POS rewards.

4. Outcome & Results

The redesign led to:

• Enhanced user engagement, with a notable increase in coupon claims.
• Improved clarity around GoodRx's value proposition, debunking the misconception that it's only for uninsured or special medication users.
• Increased willingness among users to utilize GoodRx for savings as low as $5, recognizing the cumulative benefits and convenience.

5. Conclusion

Redesigning the GoodRx onboarding process proved essential in demystifying the service for new users and aligning their expectations with the platform's benefits. By focusing on direct communication and clear, compelling educational content, we not only improved the initial user experience but also set the stage for long-term user retention and satisfaction.