Overview

Makuake is a leading crowdfunding platform in Japan. I worked to design the onboarding on apps, resulting in improving the retention rate of new users.

Problem

User research showed that new users were disappointed by expecting a shopping experience similar to regular e-commerce.

Since the original TV commercial was on the horizon, we were sure the number of new visitors would increase dramatically. We need to improve the retention rate of new users.

Solution

We need to have a website and onboarding screens on apps to properly inform new users that Makuake is not the same as an e-commerce site for purchasing existing products but rather a place to support the development of products that have never existed.

Process

🔎 Understand the users

User research was essential. I gathered all available data from the end users in an effort to understand their challenges and how we could reduce them. I interviewed 9 users whose NPS is 1-3 out of 5.

I created an empathy map for each user to allow us to efficiently and quickly analyze users' behavior and emotions at a glance.

I found that there is a gap between the expectations of new visitors and the experience we provide. New users were disappointed by expecting Makuake to be a shopping experience similar to regular e-commerce. This made the first experience with Makuake a kind of tragedy.

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