Chapperone: Onboarding flows with multiple audiences
Adding the simple phrases “Your email” and “Your password” to the empty field text eliminated confusion for parents on whose information to include.
Part 1: The situation
Background
At Chapperone, a UX of EdTech partner, we were developing a new app designed to make organizing outings more enjoyable for three distinct user groups: teachers, parents, and students. The challenge: create a single platform with signup and planning experiences that catered effectively and uniquely to the needs of each of these diverse audiences, while maintaining the brand’s identity.
Problem
User research indicated potential friction points and inconsistencies in how language would guide these different users.
Part 2: The task
Ensure a smooth, simple, and consistent sign-up and planning experience for all three user types.
Establish foundational UX content design guidelines for the app's voice and tone.
Craft clear, efficient, and engaging sign-up and planning content.
Simplify confusing and frustrating error messages to improve user experience.
Part 3: The action
What I did
I approached this challenge through a multi-faceted content design strategy, heavily relying on user research, collaboration, and user-centered principles:
Established UX content design guidelines (voice and tone):
Led a company-wide brand workshop with stakeholders, designers, product managers, and engineers.
Defined the company’s brand personality and created a comprehensive voice and tone chart.
Ensured consistent, on-brand, and user-centric communication throughout the entire app development, from the very first interaction.
Voice and tone chart with different tones for different contexts.
Voice and Tone Chart created with stakeholders after a product workshop. “This makes me realise how much more intentional we can be about this stuff. And also how this is going to help as we scale.” -Stakeholder
What I did
Created smooth sign-up and planning experiences for three audiences. Focusing on:
Clarity and simplicity: Ensured each step was easy to understand.
Personalization: Crafted content that directly addressed the specific needs and motivations of each user group during their onboarding journeys.
Moments of delight: Strategically used empty space in text fields and other subtle placements to inject the brand's unique voice, creating small, positive interactions that made the planning process more enjoyable and less transactional.
Before: Confusing button copy and wordy, overly polite headings
After: Clear headings and button copy that helps guide users
Adding simple, positive messaging in the empty fields got teachers and students excited about field trip planning.
What I did
Collaborated with designers, engineers, and stakeholders to simplify confusing error messages into actionable guidance.
Before: Confusing error messages about task deletions
After: Error messages that are clear about the task and what’s next
Simplified home page with clear instructions to guide users.
Part 4: The result
Enhanced user experience: Successfully created an initial user experience that was overwhelmingly positive, setting a welcoming and professional tone from the very first interaction.
Reduced friction and drop-off: The streamlined onboarding flows, coupled with clearer direction for sign-up errors, led to a reduced user drop-off rate during the critical initial phases.
Improved efficiency: Users experienced overall lower completion times for tasks, indicating a more efficient and less frustrating interaction with the app.
Stronger brand connection: Users were able to connect with the Chapperone brand on an emotional level from the sign-up process onwards, thanks to consistent and engaging content that reflected the brand's personality and felt relatable.
Increased user understanding: Empathetic language in error states transformed potential frustration into understanding, helping users navigate challenges with greater ease.