Tasker Registration

optimizing operational efficiency

the OPPORTUNITY

We were made aware that there was a significant pain point with our Tasker experience: prospective Taskers did not appreciate the registration experience. We heard this as a common theme from our app reviews and anecdotally from our Customer Support team. Consistently, the main concerns were that the prospective Taskers felt like they had to blindly give us (1) their personal information and (2) money before they even knew what the app was about.

This project also aligned with our strategic initiative of improving Tasker supply across our markets and reducing operational costs. At the time, it cost Taskrabbit on average $600 to add one new billing Tasker to the platform ($300 million annually). Additionally onboarding, on average, took 14 days from initial sign-up to completed registration with a completion rate of just 12%.

my role & the team

user research

The team wanted to explore the problem space and gain better insights into the exact problems prospective Taskers were encountering with the experience. The team interviewed 7 prospective Taskers, who began our registion process but did not complete it. We found two common themes:

• They wanted to get a sense of their earnings potential on the platform before committing.

• They wanted to see if their skills and geographic location were a fit before committing.

Goals

We identified 3 key metrics we aimed to impact with this work that would help us meet business goals:

• Improve end-to-end Tasker registration completion rates.

• Decrease drop off rates.

• Decrease time to completed registration.

concept testing

The team worked on a few possible solutions and refined it down to two executions. 1. showing the dashboard immediately and letting users self-direct registration and 2. requiring the most basic information like location and skill, then allow to defer. We conducted 2 rounds of concept testing, 5 participants in each round, with prospective Taskers. The insights from our concept testings were:

Concept 1 did not test well with users, they felt that the experience offered too much freedom and they became confused by which steps they should complete next. User preferred some level of guidance. This concept also still required users to complete all tasks before gaining access to the platform.

Concept 2 tested well with users since it allowed them to answer one of their key questions right up front, are their skills and geographic location a good fit. Concept 2 also offered a higher level of guidance and allowed users to defer some parts of registration until after they had signed up and had the opportunity to explore the platform. They also liked that they could pay the registration fee at the end of the process once they felt committed to joining.

final designs

impact

We launched the updated experience February 2023 and the following results are from May 2023.

• A 58% reduction in end-to-end registration completion time (14 days down to 8 days).

• A 32% lift in end-to-end registration completion with no additional operational spending (12% completion rate to 16% completion rate).

• Mid-funnel conversion increase from 55% to 71%.

• Additionally, we also calculated $2.3 million in projected operational savings.