Shop is a shopping destination and delivery tracking app that's available to customers on iOS and Android. Customers can use the Shop app to track packages from their online shopping, and discover new stores and products from Shopify Merchants.

Working in the activation team for Shop, I was responsible for improving the onboarding experience of our users while increasing our north star metric.

One of the projects I worked for was improving the onboarding experience of our shop tracking users, who were the majority of our users. Our onboarding flow didn't match the user's intent. We wanted to anchor the experience from the moment a user checks out at a Shopify store, to the moment they download Shop to track their order. We assumed by building a narrative, and aligning to the user's intent we would improve our overall setup metric; enable notifications to track their order, connect Google/Outlook to track all their future orders, and verifying their account.

After several iterations and experiments we managed to improve the notification rate by more than 40%, and the overall setup rate by 35%.