Instacart – a popular on-demand grocery marketplace – uses HelloWorks to power their intelligent and mobile-first contractor onboarding workflow.
Following the implementation of HelloWorks into the workflow, Instacart saw median contract completion accelerate by 270% compared to those who were onboarded during the prior, manual process.
Read on to learn how they harnessed HelloWorks to make it happen!
Instacart Needed a Predictable and Adaptive Onboarding Flow
At any given time, Instacart contracts over ten thousand “Personal Shoppers” to handle the shopping, packing, and delivery of groceries to Instacart’s customers. Prior to HelloWorks, newcomers signed up for open contractor positions using an online portal on Instacart’s website.
While the user experience was better than average, the end-to-end workflow was long and – at times – laborious.
“Under the old system, there was considerable friction in the sign-up and onboarding process. We were losing qualified service providers before they’d even shopped their first order. Something had to change.
Instacart also discovered that many applicants were attempting to complete the workflow from a phone or a mobile device, a difficult task when dealing with PDFs. High levels of frustration for applicants often led to early drop-off.
“Previously, only 37% of the applicants were able to complete their paperwork in under an hour. We needed a solution that would not only prevent qualified shoppers from dropping out of the onboarding process but one that also would improve our own efficiency at processing the paperwork.”
HelloWorks Enters the Picture
Instacart had already worked closely with HelloSign to integrate HelloSign’s API into their onboarding flow. This allowed Instacart to digitize individual documents that previously required printing and scanning. But they still wanted a more streamlined approach. Ideally, one that took their end-to-end workflow into consideration.
HelloWorks became that perfect solution.
“Bringing paperwork in app through HelloWorks is a critical part of a large multi-team project that allows Instacart to onboard shoppers without constant manual involvement.”
HelloWorks could eliminate redundant data entry, was adaptive to mobile devices, automatically funneled data to the right spots, and treated the onboarding process as a holistic workflow rather than a series of independent documents. What was once complicated drudgery was transformed into a smooth and sleek experience.
It was exactly what Instacart needed to guide applicants successfully through onboarding.
How Instacart Uses HelloWorks
New applicants are prompted to begin the workflow by filling out simple information like "Name" and "Email address." As they do so, the information is automatically mapped to all the duplicate fields across all documents, effectively eliminating repetitive entry. What's more, applicants can easily fill out the necessary information on their mobile phones – sans PDFs.
The result is a much better experience for all:
The Positive Results
HelloWorks was a critical part of a number of app and system changes for Instacart, resulting in a dramatic increase in conversion rate. With HelloWorks, threefold the number of people who started the signup process ended up shopping on the Instacart platform.
“HelloWorks has allowed Instacart to create a seamless onboarding experience for our shoppers. All of the steps that a shopper needs to get started are now housed entirely in the app, which we couldn’t have accomplished without the HelloWorks solution.”
Other benefits of Instacart’s HelloWorks integration:
- Error reduction saves Instacart’s team more than 50 hours per week. Validation rules are in place for the rest of the fields in order to catch and prevent common errors. Typos and incorrectly formatted information was originally a huge challenge for Instacart. “Under the legacy system, processing paperwork took our team at least 3-5 minutes per shopper. With the high volume of shoppers Instacart was onboarding, HelloWorks was able to save the Instacart team more than 50 hours per week.”
- Data is immediately usable instead of trapped in a PDF. Much of the information is pre-filled using merge fields. Applicants have fields like name and address automatically filled in, saving them yet another step (and preventing friction that previously caused applicant drop-off). Data entered immediately flows into the Instacart database rather than getting locked in the completed PDF.
- Mobile optimization helps keep completion rates high. The entire experience is responsive, so it fits the user’s device nicely. This is a particularly important improvement as the majority of applicants use their mobile device to complete the flow.
What’s Next for Instacart
Always evolving, Instacart has big plans in store for the future.
“As a result of our collaboration with HelloWorks, Instacart’s shopper onboarding process is now substantially more efficient, a huge boon in the company’s efforts to reach 80% of the US households by the end of 2018.”
Be sure to visit Instacart’s website to keep up with their progress. Tell them we say “Hello!”