Research and strategy
We started off with requirements from Uber legal on what materials we needed to collect: birthdate, PayPal account, and photo ID.
Preliminary user research revealed people were apprehensive about rejoining the platform, given the rather abrupt nature of the acquisition and account deactivation. We needed to regain their trust.
Within the new signup form, I wanted to ask for the user’s birthdate first since it was a relatively low barrier to entry. I figured it would provide the user with a sense of accomplishment upfront, but quickly realized that was all for naught if they couldn’t make it past the next step — verifying their own PayPal account. I moved the PayPal account to the beginning, then reordered the steps until we got to the most sensitive and time-consuming: photo ID.
Ultimately, the onboarding was part of a larger effort to populate the Fives into a more robust user training system. After account verification, completing qualifiers (special unpaid tasks) would allow Fives to qualify for specific tasks and be back on their way to earning money: