Floh is a curated community of single people in India. To enter Floh, one has to take up membership for a particular period of time.
In the process, a massive dropout rate was observed (around 60%) at step 3 (filling the form). The objective of the project was to reduce the drop rate and to reduce the time taken for an individual to become a member.
Usability test was conducted to understand the problem and observations were noted.
Decisions were taken to eliminate the lengthy form and incorporate IVR (Interactive voice response) call in the process. This way user feel more comfortable telling information rather than typing word by word. This also helped the operational team in speeding up the process as IVR calls contains more detail information. The time taken was reduced to 24 hours with the new process from 72 hours.
The process required a new interface for both the platforms – Desktop and Mobile.
The Result of the new process and interfaces have a remarkable rise in people’s sign ups. The drop rate was reduce to less than 10%. Appreciation was received for IVR calls and people were successfully completing the calls in 4-6 minutes.
This project is now live and you can view it at www.floh.in