PRODUCT AND VISUAL DESIGN
Fitbit Care onboarding
The Fitbit Care engagement platform is a proven way to get employees moving and help them reach their overall health goals. It’s powered by smartwatches, trackers, a mobile app for employees, and an easy-to-use dashboard and reporting tools for employers.
About the project
Onboarding is one of the essential parts for Fitbit Care participants. During the onboarding, the platform checks users' eligibility status, introduces additional program-specific terms, and gives the possibility to access Fitbit Care features.
Users could complete onboarding both via the website or mobile application. Onboarding flow could be triggered by email invitation or by pairing pre-registered Fitbit device.
Users could complete onboarding both via the website or mobile application. Onboarding flow could be triggered by email invitation or by pairing pre-registered Fitbit device.
Old version
The old version had several problems we had to solve:
- Pretty low success rate (only 40% get to the end). The most significant drop rate was on the third step—the application form;
- It doesn't support the connection of the 3rd party apps and services (Fitbit Premium and Coaching services, connection to partners' apps);
- User context is not taken into account in case they need to install the Fitbit app or proceed to a specific destination;
- Difficult (sometimes impossible) to get back to onboarding if skipped or missed.
Solution ideas
- Update success screen to empower celebratory moment;
- Create a simplified way to get to the onboarding using an invitation code;
- Create a reminders system to notify users who left onboarding;
- Update UI according to the new Fitbit visual style.
Code based verification
In addition to the existing two possible ways how users can get to the onboarding flow (by email invitation or by pairing pre-registered Fitbit device), we added one more—code-based verification. So users can go to www.fitbit.com/care (easy to remember) and enter a code to proceed. Besides, a direct invitation link can be generated based on this web directory so that a verification check will be done automatically.
Context-based scenarios
Updated flow now supports more different scenarios for users taking into account their starting point, environment (web or mobile), and eligibility for certain Fitbit Care Program features.
Firstly we mapped users' flows for different roles to define pain and gain points
An example of scenarios for different starting points
Notifications framework
And the last improvement was creating logic for reminding users if they missed the first notification or left the onboarding. The system of reminders is based on the features available for users in the specific Fitbit Care Program. It includes all possible stages from the first invitation to the end when the program is left or expired.
Outcomes
New, improved Fitbit Care onboarding flows showed us up to a 30% better conversion rate. Live Healthy SG (Singapore National Health program), launched in October 2019, was one of the first live programs to test these updates.
2019
