Background
Since January 2024, there are 28% of users who have installed HF app but never ordered, and 40% of these users who landed on cart screen haven't signed up yet .Looking at step-by-step conversions in the last 30 days, more than 50% of new users who go through the onboarding don't add any product to the cart within a day after app install. Among those who have items on their cart - at which stage they're required to sign up, over 70% don't sign up so they can't proceed to checkout.Based on competitor benchmarking and past research/experiments, we've created UX hypotheses on these funnels. By improving conversions through better UX up to signup, we hope to eventually increase number of users becoming customers through completion of their first order.

Synthesis the problem

Pain Point & Hypothesis
1. Journey to Login/Signup is too long from Home Screen to Auth screen, and making user drop on cart screen when required to sign up.
67% drop during shopping journey and 73% drop while in cart screen before they need to proceed to checkout

2. Signup Screen has many things to do that making user drop to signed up.
By analyzing the drop-off during sign-up/login, we hypothesize that having too many unnecessary fields in the sign-up form is a contributing factor. We believe simplifying the sign-up experience will lead to improved conversion rates.

3. Onboarding a bit too long / irrelevant content.
The current onboarding to Global Home 84%. onboarding already has all the relevant messages we need to convey to users, but users need to experience it for themselves once they're in the app. Onboarding rate falls to 52% it’s often a sign that there may be issues with onboarding complexity, unclear value propositions, or lack of engaging incentives.

Articulating Design Decision

Proposed Solution
1. Phone Number as unique identifier
⭐ Observation
Phone numbers serve as a unique identifier, making them user-friendly for a mass audience, including those who aren’t tech-savvy. Most communication apps rely on phone numbers as their primary unique identifier.
🔮 Key security benefit
Phone numbers are harder to steal compared to emails. When someone’s phone is stolen, they can quickly take action. That’s why many consumer apps today are using phone numbers as their preferred authentication method.
👋 Familiarity
Even familiar apps, whether direct or indirect competitors, are using phone numbers as their go-to authentication method.

Simplified Sign up Form
We believe simplicity is key to a smooth onboarding experience