Zum On-boarding Redesign

My Role:
UX/UI Design
Art Direction

Zum is a kids transportation platform, providing on-demand rides and care for kids. The Zum App for parents had launched in 2015 and offered flexible ride scheduling capabilities. However, the sign-up process was rudimentary, lengthy and did not showcase the value of Zum’s services to busy parents. As an app-based service, this was a missed opportunity to optimize sign-up rates.

I worked with the founder and development team to redesign this experience.

New on-boarding flow

The rider profile and credit card setup steps were incorporated into the initial ride creation process, allowing new users to get into the App sooner.

The new sign-up process included a small set of on-boarding screens, outlining how Zum’s service makes life easier for parents, followed by streamlined screens prompting users for a minimum amount of information to create an account.

Onboarding Wires_2.jpg

I revised all copy used in the on-boarding process, adopting a friendlier and empathetic tone towards busy parents and reducing friction by eliminating confusing language. The onboarding tour concisely explains how Zum solves parents’ challenges transporting kids from place to place, while progressively providing more information around how drivers are selected and vetted according to stringent standards.

We supplemented the new on-boarding process with a comprehensive customer on-boarding and retention email campaign.