Work
Selar Onboarding
Industry: Creator Economy
Deliverables: Product Design
Year: 2024
Snapshot of Selar's new registration page
Selar is an e-commerce platform enabling African creators to sell digital products and services globally. With a footprint in over 15 African countries and a user base of 1 million, Selar has empowered over 200,000 creators to easily launch and profit from their knowledge.
Upon joining Selar as the sole product designer in 2023, my mission was clear: to enhance the platform's user experience. One pressing challenge we faced was the generic onboarding process, which was causing a substantial number of users to drop off.
The problem stemmed from a one-size-fits-all approach that failed to account for the diverse needs of our users. New users were often presented with features irrelevant to their specific user type, leading to confusion and frustration. For example, customers would encounter creator-specific options like "view products" and "add bank details" immediately upon signing up. This mismatch not only complicated the onboarding experience but also prevented users from quickly finding the features most relevant to them.
Selar old registration page
Firstly, to offer a solution that truly addresses our challenges and caters to our users, I needed to understand these users—their motivations for using Selar, who they are, and how they interact with the platform.
CREATORS:
AFFILIATES:
CUSTOMERS:
After gaining a deeper understanding of our users and their motivations, I took a holistic look at the our platform to identify key touchpoints where these users interact with the product. This allowed me to determine how best to optimize these touchpoints for optimal conversion and overall experience. The identified touchpoints include:
Chat widget
Onboarding page
Profile Dashboard
Snapshot of key user touchpoints
In redesigning the onboarding page, I leveraged the power of personalisation to ensure all our users feel included! I achieved this by ensuring each user type—creators, affiliates, customers—had a tailored onboarding experience. Once registered, you choose your intent for using Selar, and your choice provides a customised onboarding experience that suits your specific needs..
Snapshot of the additional page added to Selar's new onboarding process
While the onboarding experience is tailored, it doesn't limit users to just one profile. Users have the flexibility to switch between profiles easily, meaning an affiliate can switch to a creator or customer profile directly from their dashboard.
Snapshot of Selar new customer dashboard
To wrap up the redesign and enhance the tailored onboarding experience, I designed custom dashboards for each user type, displaying only the features essential to their needs. This approach aimed to reduce ambiguity and confusion among our diverse user base of creators, affiliates, and customers.
Snapshot of Selar's new Affiliate dashboard
Selar's existing chat widget is powered by a third-party platform called Crisp, resulting in design limitations that restricted flexibility and customisation. Due to these constraints, I solely focused on optimising the user experience across different touchpoints within Selar. To achieve this, I identified the key areas within Selar where the chat widget was available:
Dashboard
Receipt
Landing Page
Storefront
I then mapped out typical user journeys for each of these areas, considering the context in which users would engage with the widget.
User journey map of our chat widget
After detailing the user journeys across different Selar platform touchpoints, it became evident that our existing strategy of displaying the same how-to guides and contact buttons on the chat widget regardless of user location was not optimal. To refine this, I partnered with Romoke, the Head of Customer Service at Selar. We analysed user feedback to pinpoint common questions and complaints aligned with these journeys.
Leveraging this data, I customised the chat widget’s content to address the specific needs of different user personas depending on their location within the Selar platform.
Snapshot of the new chat widget for touchpoints: receipt, landing page, and storefront.
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