2016 - 2018
Apple Pay onboarding
Onboarding onto Frenzy is complicated and missing a step often means a negative experience. We set out to simplify and better communicate the process to our audience.
Frenzy has a very specific target audience, and it severely limits its audience further by placing restrictions on the types of phone you can use it on. To attempt to cop the latest pair of Yeezy’s for example, you must:
1. Have an iPhone that is Apple Pay-enabled, this means the SE and newer.
2. Have a credit card (sorry no debit cards) that is accepted by Apple Pay, some banks don’t support it.
These limitations combined with Frenzy’s already limited target audience means they need to focus heavily on the experience they are providing. Apple doesn’t make this easy either. On multiple occasions the team has witnessed first hand the struggle it’s newly onboarded users are facing when trying to make their first purchase.
So I need to set up Apple Pay then, seems simple enough right? To Apple, setting up Apple Pay means adding your credit or debit card number and the name associated it with it — we’re already running into an issue here and we’ve barely gotten started.
This means that according to your iPhone once you’ve done this you’re set up. However even if the card you added was a valid credit card from a bank that accepts Apple Pay (not a prepaid card either), you’re still not able to check out on Frenzy yet.
There isn’t too much information necessary to make a purchase in person with Apple Pay by tapping your phone. However, once you’re ready to make a purchase online or in our case via an app, you’ll need to provide a bit more information. Because the product(s) need to be shipped, a shipping and billing address (entered correctly of course) must be provided. Because sometimes there’s an issue with shipping, an email address will also be required. So you see it's really quite easy to think you're ready to use Frenzy when really you may not be.
The types of products that are commonly released on Frenzy are rare sneakers and hyped streetwear collabs, these types of products don't appeal to everyone. Users are most commonly between the ages of 16 and 30 and far more often than not are male.
Team & Role
As the sole full-time designer at the time, I led the research, testing, and implementation of the design of this feature with the help of our project manager and senior design.
Because as a team we have had the opportunity to watch this problem occur first hand on countless occasions, we had already identified the key pain points and had determined that it was a problem that needed to be solved.
There was already a basic version of onboarding implemented so this project didn't require starting from scratch. The goal was to expand upon what already existed in a way that better communicated what Frenzy required of its users.
We first determined our list of major pain points for users and where our most obvious areas for improvement were then followed up with sketching out flows with these points in mind. The first few versions relied heavily on copy that clearly stated what needed to be done and from there we broke it down into more concise bits of information.
The objective was to clearly indicate what steps needed to be taken in order to participate in a Frenzy drop while maintaining our pre-established design patterns and voice and adding to it where we saw fit.
Although the numbers are not in yet, Frenzy has noticed high engagement with this feature and will continue to make adjustments to build trust with its users.