Airbit Onboarding

Empowering music creators, elevating beats.

Timeline

2021

Key Skills

Research, Prototyping, Sprint management, Tech collaboration

Airbit provides services to music producers to buy, sell, and license beats and instrumentals. Producers can upload their beats to the platform, set their own prices, and manage their sales. It also offers tools, like hosted storefronts, for promoting beats and connecting with artists who are looking for music to use in their projects.

Looking to refresh the onboarding process, I designed a feature that guides producers to their first beat sale after signup and inspires successful marketing habits.

My Role | Collaborators

Product Designer | Product Manager, Engineering

Tools

Figma, Usertesting.com

01 Problem

02 Solution

03 Users

The business wanted to increase user retention and minimize abandoned or cancelled accounts for new producers.

After customer service feedback and research, most abandoned or cancelled Airbit accounts have little activity or account setup after the first 30 days of signup.

New producers selling beats in the Airbit Marketplace or through their own hosted Airbit store (Infinity Store).

New producer - user that has opened a seller account within the last 30 days.

In order to better help new producers in their first 30 days using Airbit, the Getting Started Checklist would be added as an extension of the current onboarding wizard.

Research Insights

  • Over half of Airbit accounts that are closed within the first 30 days of signup lack profile completion. Profile completion to us meant accounts that lack information under secondary areas— anything outside of account information like mailing list setup, storefront personalized, linking a payment method, monetization activity.

  • Many new producers were unaware that they needed to setup third party payment methods in order to sell beats in the Airbit Marketplace, despite the current onboarding stating it was necessary.

  • There was a common confusion around where to find the information presented in the initial onboarding wizard once new producers landed on the Studio Homepage. This created more opportunity for things to be overlooked or forgotten.

  • Many new producers felt that there was a large gap of information in between the initial onboarding process and getting to the first steps of becoming successful on Airbit (success defined as making the first beat sale).

First Onboarding Wizard

When producers first make an account, there is a quick onboarding process in place. It gave an overview of generally what to expect, explaining the main pillars of the platform. Through user interviews and online feedback, we found users didn’t fully grasp what can go into setting up an Airbit account and storefront. This led producers to feel frustrated when their work wasn’t gaining the traction they were expecting, ultimately leaving accounts abandoned.

RESEARCH

Airbit Producer

Research Insights

  • Over half of Airbit accounts that are closed within the first 30 days of signup have profile completion of only 0 - 75%.

  • Many new producers felt that there was a large gap of information in between the initial onboarding process and getting to the first steps of becoming successful on Airbit (success defined as making the first beat sale).

  • Many new producers were unaware that they needed to setup third party payment methods in order to sell beats in the Airbit Marketplace, despite that being said in the initial onboarding (initial onboarding is skippable).

  • There was a common confusion around where to find the information presented in the initial onboarding wizard once new producers landed on the Studio Homepage.

THE SOLUTION

Account Checklist

By giving more tasks to producers, we encouraged more activity on the account that promoted continuous visits. The checklist was designed to not be completed immediately, but giving small incentives over the course of the first 30 days of creating an account. Producers I interviewed voiced that marketing tips and storefront best practices would be helpful to know as they explored Airbit, as many who sign up are new to music production sales.

Constraints, Pivots, and Retrospectives

CONSTRAINTS

One of the main constraints for this project was scoping down to an MVP. At the beginning, I found myself wanting the checklist to hold too much information, creating an overwhelming experience for new producers.

Additionally, other projects of higher priority required the project team to bench this project for a few weeks. When we returned back to this hands on, it proved difficult to pick up exactly with the previous momentum, pushing release dates back further.

EXPLORATIONS

In early workgroups, we considered using a tooltip function instead of the slideout-checklist solution. With the future scope, this would be clunky and could become overwhelming if we wanted to add additional steps on multiple areas on the platform.

RETROSPECTIVE

  • Early usage and adaptability among users

  • Beginning designs in the product cycle stuck and there was little need for large changes early on

  • Success Metrics: longer monitoring of account abandonment or cancellation and more user feedback.