Muzigal – Rethinking customer onboarding to improve retention

I joined Muzigal as a Visual + UX Design consultant in December 2020 as the brand ventured out on a rebranding journey – all the way from the brand identity to the SaaS offering which now includes a mobile app along with the new website. 

While collaborating with multidisciplinary teams through multiple stages of the process, I shaped the customer onboarding journey for the free trial classes that Muzigal offers to acquire new users. From conception to completion, I was responsible for developing the user journey frameworks, wireframing, prototyping, and the visual design.

Challenge & Goal

While the older version of the website had filled the gap of an online music learning platform in the Indian market, the enquiry based onboarding journey did not provide the most seamless experience for the user, resulting in low conversion rates and the making business scalability an issue. 

Challenges

• Enquiry based onboarding process
• Inhibition about virtual classes
• Wait time to get book/cancel lessons and get confirmation from teacher

Opportunity areas

• Automated onboarding
• Build trust before user commits to the service
• Translate the 3-click user journey to the onboarding experience
• Build potential customer database

One of the key offerings of the new product was the 3 click User Journey, which allowed the user to learn music from the best music teachers online in just 3 clicks – Select – Book – Join. 

HMW

How might we fasten and shorten the onboarding cycle and build trust in the idea of online music classes to convert enquiry to sales.

The solution

A bot enabled 3 step onboarding journey offering free trial classes for potential users.

Along with the development team, a custom landing page was designed and built with auto create account feature and auto book a free trial class to attract potential users and build a database. This landing page generated leads through Muzigal’s primary marketing channels – Instagram and Facebook as part of the Social Media campaign.

User Journey

UX copy

Designing with components

Considering the complex nature of the product, a design system was set up in Figma to easily apply changes throughout the process and to keep things highly consistent throughout the app.

Final screens

Result

With the new product and service model, within a month Muzigal connected nearly 400 music teachers and trainers with more than 10,000 active learners from five countries in all age groups making it the fastest-growing online music platform, growing at 20 per cent month-on-month in revenue and new learners.