Part I: meet Mento AI, your signup concierge ✨
PROJECT OVERVIEW
Our original static signup flow was a major friction point, failing to articulate the value of Mento's coaching services and neglecting to capture crucial member data for personalization. This project was a strategic initiative to introduce Mento AI, a conversational assistant integrated directly into the onboarding flow.
EMPLOYER
Mento – a career coaching platform aimed at unlocking human potential.
1.5 MONTH TURNAROUND // LAUNCHED (A/B TEST)
Context
PROBLEM
The signup process doesn’t clearly show users what Mento or coaching offers or why it’s valuable. The info collected isn’t used to improve the member’s experience on the platform.
HYPOTHESIS
By gathering and saving member information in a conversational format, it will prepare our members to understand coaching as a dialogue with themselves or their coach.
Before
Members felt anxious when asked to clearly define their dream job or goals on Mento.
The rigid questions didn’t let them explain their reasons, making them feel uncomfortable and us unclear about their needs.
The pricing page didn’t match the homepage prices, causing a lot of member confusion.
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After
With the release of Mento AI, I brought the conversational UI to the signup flow in hopes to prime members that coaching happens with conversations with oneself or their coach.
Based on whether the member was B2B or D2C, I ensured the responses from Mento AI (assistants I created using OpenAI) were logical and provided the correct set of questions or information.
Since the format itself was such a large departure from the existing signup flow, I mostly focused on that vs. changing a ton of the information we gathered. If anything I tweaked the messaging and added several quality-of-life improvements and gave our members more flexibility.
TINY QUALITY OF LIFE UPGRADE FOR CX
Finally, a way to collect a member’s LinkedIn profile. A breath of fresh air for our CX and Coaching team, especially for members who might not provide a lot of information.
SAY HEY TO MENTO AI!
Our Mento AI coach is our latest feature, so why not place it front and centre and let it be your friendly concierge?
A FLOW THAT CARES ABOUT YOU
From the get-go, Mento AI remembers all that you are to ensure a seamless flow of conversation. It gathers user info in a conversational manner which is reflective of how coaching goes, and makes for a more natural give-and-take.
GOAL INTAKE WITH FLEXIBILITY
By removing the “dream goal” question and allowing our members to simply say “I don’t know” it actually provides the team with more insight on our members and where their heads are at.
A MEMBERSHIP THAT’S RIGHT FOR YOU
When your intake conversation comes to a close, Mento AI will let recommend a coaching plan that’s just right for you. Another mini project within the flow was updating the pricing page with the most up-to-date offerings.
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Impact & learnings
This was in testing just before I had moved on from Mento, so there aren’t hard numbers I could provide post-launch. That said, here are aggregated results from an unmoderated test done on usertesting.com AND on real members who had recently (last 3 months) gone through the previous onboarding flow:
60%
POSITIVELY REACTED TO THE NEW FORMAT
40%
EXPRESSED INTEREST IN WORKING WITH MENTO AI
65%
ABLE TO EXPLAIN WHAT MENTO IS AND ITS VALUE
In terms of learnings, it’s been made clear that members are more likely to convert when presented with monthly pricing first and not annual pricing. If/when this gets rolled out to all users, we will be setting the pricing toggle to show just that. On another note, getting the AI assistant to ask just the right questions and collect the correct information at exactly the right time can be finicky. Next time when we decide to use this conversational format in the onboarding flow, simply making it “feel” like an AI conversation may be enough to get the point across that coaching is about conversation.