From 47% Abandonment to Clear Navigation
From 47% Abandonment to Clear Navigation
From 47% Abandonment to Clear Navigation
Designing Onboarding That Explains the Process
Designing Onboarding That Explains the Process
Designing Onboarding That Explains the Process
Company
Delib.org
Delib.org
Timeline
Sep-Oct 2024
Sep-Oct 2024
My Role
UX/UI Designer
UX/UI Designer
Project
Mass Consensus Onboarding Design
Mass Consensus Onboarding Design
Status
Design complete, stakeholder-validated. Addresses client's 47% abandonment issue.
Platform evolution needed: dynamic configuration for scalability across multiple clients.
Design complete, stakeholder-validated. Addresses client's 47% abandonment issue.
Platform evolution needed: dynamic configuration for scalability across multiple clients.
The Challenge
A political engagement pilot achieved 31% participation — 372 citizens directly influencing a political leader's Knesset agenda — but lost 47% mid-process
The pilot report identified why: process opacity. Users said "the process is not clear or transparent" and had no visibility into journey length, their progress, or how the system worked.
A political engagement pilot achieved 31% participation — 372 citizens directly influencing a political leader's Knesset agenda — but lost 47% mid-process
The pilot report identified why: process opacity. Users said "the process is not clear or transparent" and had no visibility into journey length, their progress, or how the system worked.
A political engagement pilot achieved 31% participation — 372 citizens directly influencing a political leader's Knesset agenda — but lost 47% mid-process
The pilot report identified why: process opacity.
Users said "the process is not clear or transparent" and had no visibility into journey length, their progress, or how the system worked.
The Solution
I designed onboarding addressing this HIGH PRIORITY finding from the report (process opacity):
Visual journey map
• Progress dots (Tracking progress)
• Plain explanations ("Why random selection?")
• Pause capability
• Confirmation messages
I designed onboarding addressing this HIGH PRIORITY finding from the report (process opacity):
Visual journey map
• Progress dots (Tracking progress)
• Plain explanations ("Why random selection?")
• Pause capability
• Confirmation messages
Design Goal
Increase completion from 53% to 75% by addressing process opacity—the HIGH PRIORITY finding that caused 47% abandonment.
Why: Simpler, shorter, easier to read.
Increase completion from 53% to 75% by addressing process opacity—the HIGH PRIORITY finding that caused 47% abandonment.
Why: Simpler, shorter, easier to read.
The Problem
The Problem
The Problem
47% Walked Away
The numbers told a story:
The numbers told a story:
372 people entered (31% entry rate)
372 people entered (31% entry rate)
174 gave up mid-process (47% drop-off)
174 gave up mid-process (47% drop-off)
198 made it to the end (53% of those who started)
198 made it to the end (53% of those who started)
What the Pilot Report Revealed
The pilot report identified the core issues:
The pilot report identified the core issues:
Process opacity: Users reported the process was unclear and not transparent
Process opacity: Users reported the process was unclear and not transparent
Platform gaps: The platform lacks explanation of how it works
Platform gaps: The platform lacks explanation of how it works
Technical barriers: Mobile bugs and slow performance compounded UX issues
Technical barriers: Mobile bugs and slow performance compounded UX issues
The Real Problem
These weren't people who didn't care — they wanted to participate. But they couldn't navigate something they didn't understand.
These weren't people who didn't care — they wanted to participate. But they couldn't navigate something they didn't understand.
What was missing:
What was missing:
• How long the process would take
• How long the process would take
• Where users were in the journey
• Where users were in the journey
• Why they saw certain proposals (randomization mechanism)
• Why they saw certain proposals (randomization mechanism)
• Context when the process shifted between stages
• Context when the process shifted between stages
The insight: The platform had no onboarding.
Users clicked a WhatsApp link and landed in a complex consensus process with no guide—feeling lost and overlooked.
The insight: The platform had no onboarding.
Users clicked a WhatsApp link and landed in a complex consensus process with no guide—feeling lost and overlooked.
The Real Problem
These weren't people who didn't care — they wanted to participate. But they couldn't navigate something they didn't understand.
What was missing:
• How long the process would take
• Where users were in the journey
• Why they saw certain proposals (randomization mechanism)
• Context when the process shifted between stages
The insight: The platform had no onboarding.
Users clicked a WhatsApp link and landed in a complex consensus process with no guide—feeling lost and overlooked.
The pilot report (Section 3.4) identified the 47%
abandonment as the "single largest opportunity for
improvement" and categorized "Process Transparency
& User Trust" as HIGH PRIORITY
The pilot report (Section 3.4) identified the 47%
abandonment as the "single largest opportunity for
improvement" and categorized "Process Transparency
& User Trust" as HIGH PRIORITY
The pilot report (Section 3.4) identified the 47% abandonment as the "single largest opportunity for improvement" and categorized "Process Transparency & User Trust" as HIGH PRIORITY
Solution
Solution
Solution
A Journey You Can Actually Follow
I designed 6 onboarding touchpoints that work together to make the process navigable:
I designed 6 onboarding touchpoints that work together to make the process navigable:
1. Visual Journey Roadmap
A winding path showing all stages upfront.
Like a trail map before a hike—you know where you're going.
A winding path showing all stages upfront.
Like a trail map before a hike—you know where you're going.
3. "You Are Here" Markers
Progress dots on every screen.
No more "am I almost done?" anxiety.
Progress dots on every screen.
No more "am I almost done?" anxiety.
4. Stage-Specific
Every stage has its own introduction explaining what happens now and why it matters.
Every stage has its own introduction explaining what happens now and why it matters.
5. "You Can Pause Anytime"
Progress saves automatically. Come back when ready.
Progress saves automatically. Come back when ready.
6. Visual Station Markers
Each stage has a unique icon. You always know where you are.
Each stage has a unique icon. You always know where you are.
7. Confirmation Messages
Clear feedback after every action. "Your suggestion was added and will be shown to others."
Clear feedback after every action. "Your suggestion was added and will be shown to others."
2. Plain-Language Explanations
"Why random selection?" → Because fairness matters
"Why random selection?" → Because fairness matters
"How long will this take?" → 10-15 minutes (and you can pause)
"How long will this take?" → 10-15 minutes (and you can pause)
"Did my suggestion go through?" → Yes, others will see it
"Did my suggestion go through?" → Yes, others will see it
Main onboarding
Main onboarding
Visual Journey Roadmap
Evaluation step
Evaluation step
Progress dots
Stage has its own introduction and explanation
Design Decisions That Mattered
Design Decisions That Mattered
Design Decisions That Mattered
Decision 1: Journey Over Progress Bar
What I did: Created a winding path with stations instead of a standard progress bar
Why: Elderly users need concrete visuals, not abstract UI. A journey is something everyone's taken—it's human. Percentage bars feel endless.
What I did: Created a winding path with stations instead of a standard progress bar
Why: Elderly users need concrete visuals, not abstract UI. A journey is something everyone's taken—it's human. Percentage bars feel endless.
Decision 1: Journey Over Progress Bar
What I did: Created a winding path with stations instead of a standard progress bar
Why: Elderly users need concrete visuals, not abstract UI. A journey is something everyone's taken—it's human. Percentage bars feel endless.
Decision 2: Dots Over Percentages
What I did: Used clear dots showing stages
Why: "Step 2 of 5" hits faster than "40% complete"—especially for elderly users. You can count dots. Percentages feel abstract and endless.
What I did: Used clear dots showing stages
Why: "Step 2 of 5" hits faster than "40% complete"—especially for elderly users. You can count dots. Percentages feel abstract and endless.
Decision 2: Dots Over Percentages
What I did: Used clear dots showing stages
Why: "Step 2 of 5" hits faster than "40% complete"—especially for elderly users. You can count dots. Percentages feel abstract and endless.
Decision 3: Explain Everything
What I did: Added a "Why random selection?" explanation even though it adds reading time
Why: The pilot report specifically identified process opacity as a problem.
Users abandoned from lack of understanding, not information overload.
Getting them started quickly doesn't help if they abandon confused 5 minutes later.
What I did: Added a "Why random selection?" explanation even though it adds reading time
Why: The pilot report specifically identified process opacity as a problem.
Users abandoned from lack of understanding, not information overload.
Getting them started quickly doesn't help if they abandon confused 5 minutes later.
Decision 3: Explain Everything
What I did: Added a "Why random selection?" explanation even though it adds reading time
Why: The pilot report specifically identified process opacity as a problem.
Users abandoned from lack of understanding, not information overload.
Getting them started quickly doesn't help if they abandon confused 5 minutes later.
Decision 4: Show the Whole Map Upfront
What I did: Displayed all stages on the very first screen
Why: Seeing the complete journey addresses the "unclear process" issue identified in the pilot.
You're more likely to start a journey when you can see where it ends.
Revealing stages one at a time creates the same "endless tunnel" feeling that contributed to the original 47% abandonment.
What I did: Displayed all stages on the very first screen
Why: Seeing the complete journey addresses the "unclear process" issue identified in the pilot.
You're more likely to start a journey when you can see where it ends.
Revealing stages one at a time creates the same "endless tunnel" feeling that contributed to the original 47% abandonment.
Decision 4: Show the Whole Map Upfront
What I did: Displayed all stages on the very first screen
Why: Seeing the complete journey addresses the "unclear process" issue identified in the pilot.
You're more likely to start a journey when you can see where it ends.
Revealing stages one at a time creates the same "endless tunnel" feeling that contributed to the original 47% abandonment.
Decision 5: Lead With "You Can Pause"
What I did: Put "You can pause anytime—progress is saved" right on the main onboarding
Why: It removes the biggest entry barrier: "I don't have 15 minutes right now."
Users need this reassurance before they commit, not after they're already anxious.
What I did: Put "You can pause anytime—progress is saved" right on the main onboarding
Why: It removes the biggest entry barrier: "I don't have 15 minutes right now."
Users need this reassurance before they commit, not after they're already anxious.
Decision 5: Lead With "You Can Pause"
What I did: Put "You can pause anytime—progress is saved" right on the main onboarding
Why: It removes the biggest entry barrier: "I don't have 15 minutes right now."
Users need this reassurance before they commit, not after they're already anxious.
Working With Constraints
Working With Constraints
Working With Constraints
The Research Reality
The Research Reality
After the September 2024 pilot concluded, I inherited:
After the September 2024 pilot concluded, I inherited:
What I had:
What I had:
• Pilot report with quantitative data (372 entries, 47% abandonment rate)
• HIGH PRIORITY finding: "Process opacity"
• General feedback: "The process is not clear or transparent"
• Patterns from previous elderly user research (FreeDi, DocSign projects)
• Pilot report with quantitative data (372 entries, 47% abandonment rate)
• HIGH PRIORITY finding: "Process opacity"
• General feedback: "The process is not clear or transparent"
• Patterns from previous elderly user research (FreeDi, DocSign projects)
What I didn't have:
What I didn't have:
• Session recordings showing where users got stuck
• Detailed analytics on abandonment points by stage
• Direct user quotes about specific confusion moments
• Ability to conduct follow-up interviews with pilot participants
• Session recordings showing where users got stuck
• Detailed analytics on abandonment points by stage
• Direct user quotes about specific confusion moments
• Ability to conduct follow-up interviews with pilot participants
My Approach
My Approach
Working with limited qualitative user data, I prioritized solutions based on:
• Pilot report findings (process opacity as #1 issue)
• Accessibility research patterns from elderly users (concrete visuals > abstract UI)
• Stakeholder knowledge (PM insights from facilitating the pilot)
• Impact potential (fixed deal-breakers first, then addressed frustrations)
Working with limited qualitative user data, I prioritized solutions based on:
• Pilot report findings (process opacity as #1 issue)
• Accessibility research patterns from elderly users (concrete visuals > abstract UI)
• Stakeholder knowledge (PM insights from facilitating the pilot)
• Impact potential (fixed deal-breakers first, then addressed frustrations)
Validation Strategy
Validation Strategy
Rather than waiting for perfect data, I created:
• Interactive prototype demonstrating complete journey
• Stakeholder alignment on problem prioritization
• Clear success metrics defined for future validation
This approach balanced evidence-based design with practical
constraints while validating the core UX pattern.
Rather than waiting for perfect data, I created:
• Interactive prototype demonstrating complete journey
• Stakeholder alignment on problem prioritization
• Clear success metrics defined for future validation
This approach balanced evidence-based design with practical
constraints while validating the core UX pattern.
What I Learned
What I Learned
Designing for Scale
The 5-stage onboarding successfully addressed the pilot's 47% abandonment issue by providing clear progress indicators and journey visibility.
Post-design, I learned Mass Consensus needs to work for 3-10 stage configurations across different clients. My fixed 5-stage roadmap doesn't flex.
The gap: I built a solution. They needed a system.
Post-pilot insight
As Mass Consensus expands to new clients, each organization runs different process lengths (3-10 stages depending on their decision framework).
The next iteration
The core pattern (journey map, progress dots, stage explanations) validates across all configurations. The enhancement needed is making stage count dynamic rather than fixed—allowing the same UX pattern to flex for different organizational needs.
The core pattern (journey map, progress dots, stage explanations) validates across all configurations. The enhancement needed is making stage count dynamic rather than fixed—allowing the same UX pattern to flex for different organizational needs.
What I'd build
• Dynamic progress system (●●○ for 3 stages, ●●●●●●○ for 7 stages)
• Admin configuration for stage names and descriptions
The lesson: Validate the pattern with real users first, then systematize for scale. The onboarding concept works—the next step is making it configurable.
From 47% Abandonment to Clear Navigation
Designing Onboarding That Explains the Process
The Challenge
A political engagement pilot achieved 31% participation — 372 citizens directly influencing a political leader's Knesset agenda — but lost 47% mid-process
The pilot report identified why: process opacity.
Users said "the process is not clear or transparent" and had no visibility into journey length, their progress, or how the system worked.
The Solution
I designed onboarding addressing this HIGH PRIORITY finding from the report (process opacity):
Visual journey map
• Progress dots (Tracking progress)
• Plain explanations ("Why random selection?")
• Pause capability
• Confirmation messages
Design Goal
Increase completion from 53% to 75% by addressing process opacity—the HIGH PRIORITY finding that caused 47% abandonment.
Why: Simpler, shorter, easier to read.
The Problem
47% Walked Away
The numbers told a story:
372 people entered (31% entry rate)
174 gave up mid-process (47% drop-off)
198 made it to the end (53% of those who started)
What the Pilot Report Revealed
Process was unclear and not transparent. The platform lacked explanation of how it works.
Solution
6 onboarding:
• Visual journey roadmap showing all 5 stages upfront
• Progress dots on every screen
• Plain-language explanations ("Why random selection?")
• "You can pause anytime" with auto-save
• Visual station markers (unique icon per stage)
• Stage-specific context at each transition
Key Design Decisions
Journey Over Progress Bar
Elderly users need concrete visuals, not abstract percentages
Journey Over Progress Bar
Elderly users need concrete visuals, not abstract percentages
Dots Over Percentages
Faster to process, you can count dots
Dots Over Percentages
Faster to process, you can count dots
Explain Everything
Users abandoned from lack of understanding, not information overload.
Explain Everything
Users abandoned from lack of understanding, not information overload.
Show the Whole Map Upfront
Seeing the complete journey addresses "unclear process" feedback
Show the Whole Map Upfront
Seeing the complete journey addresses "unclear process" feedback
Working With Constraints
What I had:
• Pilot report with quantitative data (372 entries, 47% abandonment rate)
• HIGH PRIORITY finding: "Process opacity"
• General feedback: "The process is not clear or transparent"
• Patterns from previous elderly user research (FreeDi, DocSign projects)
My Approach
Working with limited qualitative user data, I prioritized solutions based on:
• Pilot report findings (process opacity as #1 issue)
• Accessibility research patterns from elderly users (concrete visuals > abstract UI)
• Stakeholder knowledge (PM insights from facilitating the pilot)
• Impact potential (fixed deal-breakers first, then addressed frustrations)
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