Reinventing MTS Music

The onboarding scenario is one of the crucial ones when it comes to the first expression.

The issue

Less than half of the people who download the app start using it.

Only 20% of them stay with us by the end of the first month. Most of them leave the app in the first few days.

Our goal

We had to increase the conversion of new users into regular listeners. And we had to do it fast.

It was a complex task, but we started by improving the onboarding process to make our customer’s first experience more smooth and pleasant.

And we chose 1 Day Customer Retention Rate as our key metric.

Design process

1. Explore and define: what is the problem? And how success would look.
2. Ideate: how can we fix it? what is the easiest way to do it?
3. Test: have we made it?
4. Сonclusion: have we made it? What should we do next?

Roles and areas of responsibilities

We were working as one small team, sharing the responsibility, but sticking with our roles:

• Product Manager: goals, data
• Design lead: design process and strategy, design concept