Introducing Veeve's AI Shopping Cart

Designing a better onboarding experience.

Role

Lead Designer & Product Manager

Tools

Figma, FigJam

Deliverable

A Seamless Onboarding Experience

Introducing a brand new product to the world is hard.

At Veeve, we built the AI-Powered Grocery Cart - a breakthrough technology that allows customers to shop from their grocery lists, clip coupons on the go, track spending, and much more. Our product was incredibly valuable to the everyday consumer as well as the grocery retailer giants. However, the general public had never seen a product like this, and it was my job to ensure that our product was so easy to use, anyone could quickly understand and use it.

The Goal: How can we build an autonomous onboarding experience?

An autonomous onboarding experience would allow us to scale our program across the nation while also providing customers a quick, easy way to learn how to use our product. The first step in solving a problem like this, is of course learning more about the people I'm designing for.

User Research: I flew to our store, and talked to customers for two weeks.

With a physical product that is used in the real world grocery environment, I knew it was important to see how people used our product in real life. I flew out to one of our stores and spent two weeks putting together my findings. I set out to answer questions like: 

- What parts of our product are most confusing? 
- What parts do people understand intuitively? 
- Do customers naturally gravitate towards our product, or do they hurry past it? 
- What factors influence whether someone uses our product or not? 

Key Findings: Here's what our customers struggled with.

After listening and watching customers use our product for two weeks, I came away with clear indications as to what things in our product cause the most confusion. These 5-6 things were confusing to a majority of our users and required extra explanation.

At this point it became clear that our onboarding experience should be centered around these specific issues. What experience can we build that would solve these frequent confusion points?

Early Ideation: Addressing our user's pain points via an onboarding tour.

I drafted some early wireframes for an onboarding experience that would address our main pain points. I reviewed these wireframes with the larger team, iterated on feedback, and proceeded to high fidelity.

High Fidelity

After producing the high fidelity version of the onboarding tour, I worked closely with our development team to get these designs out there.

People forgot...everything.

After a few weeks of deploying our new onboarding experience, we got some interesting feedback. It turns out that our new experience did a great job at teaching people how to use our carts in a very short amount of time. The trouble is -- PEOPLE FORGOT WHAT THEY LEARNT. Shortly after customers were done taking the tour, they would forget what they had learnt before.

Customers would start their journey and exclaim that they understood the product, but shortly after would forget what they were shown.

How can we improve on this?

The onboarding tour contained everything people wanted to know, but it appeared it was too much new information upfront. After all, everyone usually blazes through those onboarding tours anyway, right?

Introducing the Pro-Tip Series. A smarter, more contextual onboarding CX.

Rather than try to teach the customers everything all at once, before they even started their trip -- how can we teach them what they need to know exactly at the right moment, i.e. when they actually want to know?

This thinking led me a new idea -- the Pro-Tip Series. This version of our onboarding would show the user the right tip, in the exact right moment and place that they were likely to need that information.

More User Testing: Validating my hypothesis

I brought some people into Veeve’s offices to get some sense of their response to the new “pro-tip” series, which was taught people small bits over time, rather than all at once.

After doing several tests, it was clear that the Pro-Tip Series feature not only gave our customers the right education of our product, but due to it's contextual nature -- helped sustain their learnings across their shopping journey. Customers were able to walk into the store and start shopping with a significant reduction in errors and questions about the product.

Results & Impact

After running these new features, we see measurable impact across both qualitative and qualitative levels. It was highly important to be able to closely monitor and measure the impact of these changes.

Takeaway - A principle for onboarding experiences.

Don’t try to teach users all about your product at once at the start of their journey, which causes friction and cognitive load.

Show your users how to do an action WHEN they are likely to want to do that action. Spread your onboarding experience throughout the product, keeping it contextual to the user’s current goal.