Fender Play onboarding — a user’s first song experience
The concept of the "first song experience" involves creating a Day 0 encounter that is tailored to users who want to learn a new song. This initial interaction will offer a personalized onboarding process and form the basis of a system that accommodates a wide range of users, including those who want to start playing music right away, those who don't have an instrument, those who want to explore the app's features, and those who want to jump straight into the lesson path.
This framework is crucial in establishing a strong foundation that can help maintain user engagement and encourage repeated usage, especially when combined with compelling content.
WHAT
UI/UX Design
Art Direction
User Testing
A/B Testing
Concepting
Prototyping
User Flows
Storyboarding
PLATFORM
Web
iOS
Android
TIME
4 months
2022
The Experience
The user is presented with the first song primer following a set of personalized questions. At this point, the user has the option to either opt into the personalized experience or proceed to their home screen.
When a user chooses the first song experience, they are led to a screen where they can select a song based on either the artist or instructor. The purpose of this screen is to conduct an A/B test to gain insights into how users make decisions. The test seeks to answer questions such as whether users are more likely to choose a song based on the instructor teaching it, whether they are influenced by the familiarity of the album artwork, or if it is the genre that attracts them the most. The results obtained from this screen provided valuable data that enabled us to enhance the Day 0 experience for Fender Play users.
As we developed a range of new video lessons that aimed to educate and inspire, we also sought to raise the bar for video content on Play. To reflect this uplifting tone within the user experience, we incorporated additional positive affirmations for users who completed a lesson.
Throughout the project, our main objective was to create a seamless and user-friendly narrative that would resonate with a diverse audience and deliver an experience as bold and inspiring as Fender guitars.
Process
Discover + Define
The design team came together for a brainstorming and ideation session, collaboratively mapping out the Day 0 experience and establishing requirements for further exploration.
User Flows
Following the establishment of requirements and the alignment on a unified vision, a collaborative effort among product managers, marketing, design, and the data team created a user flow. This shared working file intricately defined Phase 1 of the Day 0 onboarding experience.
Storytelling & Wireframing
With the flow solidified, I took the lead and collaborated with a copywriter to craft multiple wire flows that encapsulated a narrative centered on user engagement, guiding them toward playing their first song. I conceptualized three distinct approaches: Fast Path, Contextual, and At-A-Glance.
Qualitative Research + Testing
Adopting a narrative-driven strategy for the flows, I collaborated with a copywriter to conduct qualitative tests to shape a more immersive and captivating user experience. This marked a novel approach for Fender Play, and the success of this project catalyzed a broader endeavor to establish a brand story, using tone as a foundational element.
Visual Exploration
Once the flow was agreed upon, & using qualitative insights I transitioned to delving into visual design exploration, seeking ways to craft an enjoyable and motivating user experience. I explored both grid and list approaches, coupled with the integration of impactful imagery. My goal extended beyond crafting an engaging and inspiring user experience; it encompassed designing a valid A/B test to extract valuable data insights.
Prototyping + Defining
Following several rounds of feedback from the wider team, I developed prototypes. Our collaboration resulted in unanimous alignment regarding the success of the initial phase of the Day 0 user experience.
Implement + Results
Collaboratively, we launched the aligned MVP Day 0 experience and observed encouraging initial outcomes. Early results indicated that 92% of users completed the first song experience and returned the following day. This initiative is progressing, contributing to developing a fresh, personalized Fender Play experience.
