ShiftKey
Address ShiftKey's failing onboarding completion rate which was leading to significant financial losses without sufficient user research to identify the underlying issues.
Client
ShiftKey
Industry
Healthcare Tech
Service
UI / UX Design
Product Strategy
UX. Research
Duration
'22 - '23
Project Overview
ShiftKey provides independent professionals and facilities in healthcare with the freedom and flexibility to bid on available shift work and help fill staffing shortages. Our onboarding experience was seeing a 5% completion rate, keeping these professionals from owning their time and schedule. By executing a robust discovery phase, we were able to chip away at the cause and begin to implement solutions.
Discovery
Strategy
The onboarding process lacked a mechanism to verify user accounts during the signup process, allowing them to create an unlimited number of accounts using different email addresses. Not only was this fraud but it was costing the business paying for onboarding fees of those who already exist on the platform. We designed in an account verification step via phone - removing occurrences of fraud and increasing security and trust.
Design
We discovered that our onboarding process had a low completion rate partly because many users entering the funnel were not healthcare professionals. An A/B test from the discovery phase revealed this mismatch, highlighting the need to better inform and redirect unqualified leads. In order to reduce the number of users who had a professional background that wasn’t compliant with our offerings, we added a step before onboarding, asking them about their specialty and instructing them properly when their experience was not compliant.
The next design phase involved implementing a dynamic process that shows users in real time how many relevant shifts are available to them by initially collecting important demographic information from them. With visibility on available shifts to them according to their preferences, this allows potential users to quickly determine if ShiftKey is the right platform for them. By creating a dynamic experience, we increase user engagement by getting them excited for what is ahead or remove them from the flow altogether due to available shifts - eliminating costs that we can’t recoup.
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