Interactive Video Based Onboarding

We had hit decent goals with our product demo onboarding, was there something even more powerful than a product demo?

CONTEXT

In my previous case study on revamping onboarding experience, I detailed out how we fixed the onboarding using Product Demo method for our new users.

It had given great results, 65% users would watch it, 10% more depositors resulted on D0 (day of sign up).

However, I kept bugging the team with this idea of having an interactive video based education as onboarding for our users. This was my strong instinct, based on my interactions with users.

USER INSIGHTS

When I spoke to the new users (less than 7 days on Probo), I found that most of them learned how to trade by either:

Watching YouTube videos
Learning from friends

TEAMProduct - 2Design - 1Engineering - 2

MY ROLEThis was proposed by me to the team. I oversaw it's discovery, execution, and alignment.

TIMEExecuted between October 2024 - November 2024

This was one such video which a user shared with me. There are many others on YouTube which teach users how to trade, place bids and make profits.

Just to recap, the findings of the survey had revealed the following education gaps.

DESIGN ITERATIONS

STAKEHOLDER ALIGNMENT

To make my case compelling for the leadership and the stakeholders of the Growth pod, I collaborated with the video editor & motion designers for a day, getting short videos on:

What is Probo?
How to trade opinions
How to track trades on portfolio

Each video lasted not more than 2 seconds. Enough to keep users engaged and chunk information.

FINAL SOLUTION

LEGAL & COMPLIANCE

The growth team consulted the Legal and Compliance, and on their suggestion made few tweaks on the video, added a fourth one explaining insights feature.

The video attached here shows a stage version of the final onboarding flow that was finalised by the Legal team.

Onboarding Video Experiment 1.mp4

PRODUCT

The product team wanted to test whether Nudges and Persistent interventions for the users who skip the onboarding video would make any difference. So we set out to experiment on these lines.

The key observations from these experiments, tested with Control Group being the Product Demo Based Onboarding, were:

Sign Up to Order Placement was best in case of Variation 3, naturally, because it was un-skippable, but it is worth noting that the Variation 1 and Variation 2 also held strong, with +8% and +10%, respectively.
Deposit on D0 yielded best results in Variation 3. The Variation 2 saw a dip of deposit conversions. Hence, it was discarded.
All three variations had no statistically significant impact on D1 or W0 retentions.

Therefore, we chose the Variation 3 as the final one. Here's a glimpse of it:

IMPACT

The interactive onboarding flow was made live in a phased manner, starting with 10% of New Users on Android first, subsequently making it for 100% base over a period of 3 weeks. There were no significant shifts in D1 or W0 Retention. The following results held true:

68.4%

OB Completion Rate

72.1%

Signup to Order Conversion

+26%

D0 Deposit Rates vs Default OB

Learnings

If you really believe in an idea, execute it, don't write it: This was completely a design led idea I had based on my interactions with users. It's amazing how much one can learn from asking the right questions.
Show me, don't tell me: Users respond when product stories are told through video, not static tooltips.
Strategic friction can pay off: One carefully chosen “No Skip” moment increased both orders (+10%) and deposits (+26%).
Nudges need balance: Persistent footer prompts felt intrusive—helpful for orders, but hurt deposit conversion (-9%).
Retention is harder: Onboarding alone won’t solve stickiness; it’s an entry lever, not a long-term habit builder. We'd need some other levers for solving retention - like Milestone Journey.

Google Sites

Report abuse