FTUX (First Time User Experience) is a branch of user experience that deals with the first time experience for newly acquired users. Described herein is the journey and experience for a new to Freo user.
Branding on splash screens
- The time users spend on waiting for the app to load can be used to build awareness about the Freo ecosystem
- In the rare scenario where users have to wait a little longer for their app to open, movement on this page can keep them engaged while making sure the perception of time taken is low
Branding KVPs on login
- Using the space to build awareness about Freo’s key value propositions and key products
Click-wrapping TnCs
- To be compliant by multiple partners under various regulatory frameworks requires us to clearly display a plethora of TnCs, albeit in a limited space
- All this while ensuring that the login experience is not cognitively overloaded with abundance of text and never-opened hyperlinks
- Did we consider that this creates dark patterns? Yes – and hence intrusive actions such as information pull from credit bureaus and consenting to sensitive data is reserved for when they’re truly needed
Auto-fetching mobile number
- Thinking from 1st principles, logging in to an app is already a point of friction that adds separation between users from the goal with which they opened the app
- Fetching user’s mobile number from their Google profile, cache info or partner integrations greatly helps to reduce this friction
- User can also get primed about regulatory mandates such as SIM binding
- Giving prime visibility to backup methods to get OTP
Capturing user-intent - Optional
The hotel lobby analogy- We ask our users to self-qualify their intent with this optional step.
- If we know the user’s ‘purpose of visit’, this screen is skipped entirely
- This is the first step towards crafting personalised FTUX that is based on users intent, incl. how their homescreen will look
Asking basic personal info
- We ask users for their name, sex and date of birth
- However, being a financial product, we optionally ask them for their salary as well as the nature of their employment
Asking intent specific questions
- When the user chooses primarily credit related products, in addition to basic profile questions, they are asked optional questions about their financial profile
- Hence, they were asked this additional set of questions
Keeping user engaged while waiting
- With a few products, users can unlock multiple products in the Freo ecosystem
- For this, we need to
And finally, loading the screen
- Upon benchmarking the time taken for users to experience the magic moment of the product, it takes them less than 1 minute from onboarding to seeing the eligible products
- Following the principles of progressive disclosure, users are shown the products they are eligible for piece by piece
- Introducing the product user intended to use, followed by a product of adjacent-value, followed by all the bonus products user can get in the Freo ecosystem
- Learn more about Intended, Adjacent and Bonus products here
Out of Turn (OOT) nudges
- Without causing any further interruption to the user’s FTUX, other education can be reserved for future sessions, such as
- Educating on app navigation through the chips on top
- Educating users on the various product verticals on the bottom nav
- Learn more about why the Freo app architecture is the way it is here
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Freo app architecture