Objective: To understand why users were dropping out of the onboarding flow and to uncover what motivates users to join Pets Club and what their expectations are.
Approach: We suspected that the onboarding flow wasn’t just outdated, but actively creating friction that prevented users from completing sign-up and realising the value of Pets Club. To validate this, we analysed funnel performance and session data, identifying major drop-offs during pet profile creation and a completion time of over 9 minutes. I then interviewed 12 pet owners (a mix of new, active, and abandoned users) to understand their expectations and perceived value during onboarding. Interview questions focused on clarity of value, emotional tone, and cognitive effort.