Redesigning the Onboarding Experience for Trustloop
Challenge
Trustloop lacked a central entry point to showcase its value to the users through its core features. This project introduces Trustloop's new onboarding experience designed to clarify its offerings - Trustrating while surfacing actionable insights and simplifying user navigation. The goal was to enhance user comprehension, drive engagement and create a seamless starting point for both new and returning users.
How might we design an onboarding experience that fosters user trust and reduces drop-off rates ?
Impact
45%
increase in activation rate
20%
Increase in accounts created
Problem 1
"It feels like you gave me a free headline and now you want my personal information for the full story."
The original onboarding experience suffered from a fundamental misalignment of value delivery and user commitment, creating significant friction and a poor user experience. Firstly, the flow initiated with a premature value exchange, granting the user their "TrustRating" upfront without requiring any initial commitment (like signing up). This meant the primary Call to Action (CTA) the "Sign Up" prompt was presented after the user had already received the core benefit, leading to diminished motivation and high drop-off rates. Users had already acquired the "cookie" and saw no compelling reason to join the "cookie club." Secondly, the journey itself was **abrupt and lacked a clear user journey path. After receiving their score, users were left with "no clear next steps," effectively placing them in a dead-end, which failed to onboard them into the product's broader ecosystem or demonstrate its deeper value proposition. This resulted in low user engagement and poor retention, as the app did not guide them towards continued interaction. Finally, the flow presented a significant "black box" problem; the TrustRating was displayed as an arbitrary number without adequate context, explanation of its calculation, or what it truly signified. This lack of **transparency** undermined the product's credibility, failed to provide **actionable insights, and ultimately gave users no compelling reason to sign up or understand the relevance of their score.
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