Providing a personalised onboarding experience

New Dashlane users were feeling overawed by the task ahead — managing their passwords and digital security. We needed to guide them to success.

Context

Research told us that one of the main causes of churn was that it took new users too long to feel competent and successful with Dashlane. Onboarding was a major friction point, as users felt there wasn’t enough guidance on how to achieve their specific goals. Analytics also informed us that users who completed 3 key actions (e.g., adding a password, adding personal info, adding a device) in their first 7 days became retained monthly active users.

Process

We assembled a team of product designers, UX writers, and researchers, and ran in-depth user interviews. We did it in participants’ houses across the UK, France, the United States, and Sweden, observing as they tried to tackle the daunting task of organising their online accounts and changing their digital security practises. The common themes were that Dashlane didn’t fit with their mental model of how a password manager should work and that they didn’t feel the app was tailored to their specific needs.

Solution

Working in a tight team with a product designer, iOS engineer, Android engineer, and user researcher, we analysed our research and then began creating mockups. We slowly increased the level of fidelity and built prototypes of a truly personalised onboarding experience based on individual users’ goals. We iterated for three months, testing and retesting until we were happy.

Results

We found an 8% increase in retention and a 7.8% increase in users completing 3 key actions in their first 7 days.