Launched February 2018
Our goal was to educate users on how to understand their score in their first session. We hypothesized that this would reinforce EverDrive's value proposition, resulting in increased early retention.
As the lead UX researcher, I created a remote user test to understand user comprehension of our scoring system. As the lead UX designer and supporting visual designer, I led design critique sessions and concept brainstorming workshops, built high-fidelity visual mock-ups, wrote all copy, and decided on feed card ordering logic. Our lead visual designer, Carolina Rago, defined the app's style guide and adjusted my mocks to meet brand standards.
The existing onboarding design called out specific features of the app and informed the user to start driving. There was no information about scoring during onboarding or at any other point during the user experience.
Our main metric for success was increasing 7-day retention.
Our workshop ideation prompt was: "How might we educate new EverDrive users on how to understand scoring before recording their first drive?"
The A/B test performed neutral, but we decided to keep the new designs in the experience. The team agreed that communicating this information was in the best interest of the user.