Quick Friending
Hypothesis
New users signed up for Facebook and then had to add friends in a separate step post-onboarding. But 20% of users had existing friend requests waiting for them that weren’t being confirmed. (Image on the left)
We thought that by integrating the adding friends action within the NUX (new user experience) onboarding, we could increase friending rates which would positively impact new user retention. (Image on the right)
Approach
As the content designer, I proposed five different content UI variations to test.
Learning metrics:
Reach of friends that have +1 friends on Day 1
Average of friends connected on Day 1
% of users stuck on this screen
% of users who deselect all recommended friends and skip
Time spent on this screen compared to other NUX steps
Impact
The content test identified a directional winner the Growth team used as a foundation for more tests.
Additionally, I expanded my content work with More Ways to Connect, a series of positive reinforcement prompts, to incentivize users to complete key setup tasks connected to reliable user retention metrics.
