With the libraries in mind as our stakeholders top priority, we wanted to dive into Comparative Analysis to see how content curation leaders in the field were conquering user customization.
While we looked at 10 competitors overall, we focused our research into companies who had experience with content curation, like Tumblr, Pinterest, Twitter & Behance. Since they had been able to master intuitive onboarding flows while also helping users customize their content experiences.
In particular, we found a lot of interest in how Tumblr did this, specifically on mobile, because of the visual way they were able to connect their parent and subcategories.
With new ideas on Library discovery, we then wanted to round off our C&C with a focus on our stakeholder identified competitors.
Both competitors occupy the social wellness space and both offer daily questions for users. Longwalks focusing their prompts on solo self care and Paired on couples.
In our experience getting acquainted with ChattyKathi, it became clear the onboarding process was a big avenue to discovering the Library Prompts so we wanted to see how our competitors tackled that with a task analysis.
The most obvious key finding for us was that ChattyKathi’s onboarding flow was by far the lengthiest of the three. And with that realization, new questions for our team surfaced.
This was our first clue in our discovery phase that the onboarding flow may need to be part of our overall solution and influenced the user facing research we were taking on next.
Watching Users Lead the Way
What do existing and potential new users think & feel about the ChattyKathi onboarding process? After conducting 9 contextual inquiries with users across the globe, major trends and pain points started to emerge.
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original chattykathi prompt library
Before diving into user flows to solve for our newly uncovered onboarding pain point, we wanted to first focus on our stakeholders primary concern; the prompt libraries.
With over 100 internal libraries and 1,000 prompts and growing, we knew we first wanted to start with a card sort of a small sampling of ChattyKathi’s most popular categories to optimize for hierarchy & intuitive user navigation.
Next it was time to reimagine the onboarding flow to solve for our users biggest pain points that were discovered through contextual inquiry.
Top Pain Points
After consolidating and eliminating unnecessary screens in the original onboarding flow, we wanted to challenge ourselves to come up with a creative solution to “add phone numbers” which was the biggest challenge to new users across the board.
After sifting through obvious solutions like connecting to users' contacts, we decided we could leverage an existing bespoke ChattyKathi feature; their opt-in text buried in settings for users who did not automatically get a text to join their created chats.
existing opt-in text
Our idea being, instead of having to manually add their contacts to the ChattyKathi chat, users would get to a screen with a similar message as the above and they could simply copy and paste it through a message on their own phones.
As excited as we were with our creative solution for our users biggest pain point, the messy constraints of the real world and business limitations forced us to go back to the drawing board. Because of the SMS API pricing ChattyKathi was currently using, they had a limited amount of numbers that would not make this solution viable for them at the moment.
Luckily, our overall new and improved flow allowed us to switch out our innovative “Opt-in” feature screen for the traditional add numbers screen that we could still optimize.