Registration & Onboarding

Prioritizing specific features per user segment to increase engagement, retention, and enhanced user experience.

Prioritizing specific features per user segment to increase engagement, retention, and enhanced user experience.

Cross-Functional Collaboration

Product Manager
Design Manager
Engineering Manager
Design System Team
Business Management
Marketing Team
Research Team

Role

Lead Designer
User experience design
Visual design

Lead Designer
User experience design
Visual design

Timeline

2024 | 5 months

2024 | 5 months

Problem

The old membership and onboarding lacked personalization and user education, leading to poor user acquisition, engagement, and retention. The goal was to optimize the onboarding experience by prioritizing features such as following teams/athletes, claiming profiles and adding/editing information, and seamlessly onboard coaches into their team admin.

Why This Matters

Based on the 12-month member LTV

Members who have claimed a profile or following at least one team/athlete:

Return to MaxPreps

5x

more often

Consume

2x

more page views

Consume

10x

more pages and video ads

Goals

01

01

01

01

Follow teams & athletes

Follow teams & athletes

Make it easy for users to follow their favorite teams and athletes.

02

02

02

02

Coach Admin Access

Coach Admin Access

Get coaches and statisticians admin access to their team(s).

03

03

03

03

Claim ahtlete profile

Claim ahtlete profile

Entice athletes and parents to claim their profile.

Process

JTBD

IA

Product Analysis

Scope

JTBD

To get our stakeholders aligned and part of the process early on, I ran a workshop to refine our JTBD for each of our member roles (9) so we could prioritize and consolidate. This resulted in four user segments: athletes, parents, coaches, and fans.

JTBD

IA

Analysis

Scope

JTBD

To get our stakeholders aligned and part of the process early on, I ran a workshop to refine our JTBD for each of our member roles (9) so we could prioritize and consolidate. This resulted in four user segments: athletes, parents, coaches, and fans.

JTBD

IA

Product Analysis

Scope

JTBD

To get our stakeholders aligned and part of the process early on, I ran a workshop to refine our JTBD for each of our member roles (9) so we could prioritize and consolidate. This resulted in four user segments: athletes, parents, coaches, and fans.

JTBD

IA

Product Analysis

Scope

JTBD

To get our stakeholders aligned and part of the process early on, I ran a workshop to refine our JTBD for each of our member roles (9) so we could prioritize and consolidate. This resulted in four user segments: athletes, parents, coaches, and fans.

Account Registration Outcomes

Create Account | Completion Rate

% Change

% Change

Desktop

Desktop

+92%

+92%

Mobile

Mobile

+70%

+70%

Overall

Overall

+78%

+78%

Create Account | Time Spent

% Change
Desktop

Desktop

-28%

-28%

Mobile

Mobile

-15%

-15%

Overall

Overall

-19%

-19%

% Change

Goal Outcomes

% change is based on previous onboarding vs. new onboarding metrics

% change is based on previous onboarding vs. new onboarding metrics

01

01

Follow Teams/Athletes

Follow Teams/Athletes

Make it easy for users to follow their favorite team and athletes.

Make it easy for users to follow their favorite team and athletes.

+68%

+68%

02

02

Admin Access

Admin Access

Get coaches and statisticians admin access to their team(s).

Get coaches and statisticians admin access to their team(s).

+30%

+30%

03

03

Claim Profile

Claim Profile

Entice athletes and parents to claim their profile

Entice athletes and parents to claim their profile

+13%

+13%

Next Steps

01

01

Claim Profile

Claim Profile

We’re developing an improved athlete search that lets users find athletes directly — eliminating the need to navigate through school, team, and roster. This reduces the process from three steps to one.

We’re developing an improved athlete search that lets users find athletes directly — eliminating the need to navigate through school, team, and roster. This reduces the process from three steps to one.

We’re developing an improved athlete search that lets users find athletes directly — eliminating the need to navigate through school, team, and roster. This reduces the process from three steps to one.

We’re developing an improved athlete search that lets users find athletes directly — eliminating the need to navigate through school, team, and roster. This reduces the process from three steps to one.

02

02

NCSA Promotion

NCSA Promotion

We prioritized profile claiming, admin access, and following teams/athletes, so we won’t be modifying the NCSA opt-in during onboarding. Instead, we’re integrating NCSA promotions on the following:

  1. Player profiles and a persistent placement within the player profile admin.

  2. User menus for eligible athletes and parents.

We prioritized profile claiming, admin access, and following teams/athletes, so we won’t be modifying the NCSA opt-in during onboarding. Instead, we’re integrating NCSA promotions on the following:

  1. Player profiles and a persistent placement within the player profile admin.

  2. User menus for eligible athletes and parents.

We prioritized profile claiming, admin access, and following teams/athletes, so we won’t be modifying the NCSA opt-in during onboarding. Instead, we’re integrating NCSA promotions on the following:

  1. Player profiles and a persistent placement within the player profile admin.

  2. User menus for eligible athletes and parents.

We prioritized profile claiming, admin access, and following teams/athletes, so we won’t be modifying the NCSA opt-in during onboarding. Instead, we’re integrating NCSA promotions on the following:

  1. Player profiles and a persistent placement within the player profile admin.

  2. User menus for eligible athletes and parents.

NIKKI
BECKMAN

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BECKMAN

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BECKMAN

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