Onboarding Redesign
The problem
New users were abandoning the product within the first session. Analytics showed a 68 % drop-off rate during the initial setup flow. The experience asked for too much information upfront with no clear value proposition.
Research
Conducted 12 moderated usability sessions and synthesised findings into a Jobs-to-be-Done framework. The core insight: users needed to see value before they were willing to share personal data.
Solution
Introduced a progressive disclosure pattern — surface the core feature immediately, collect data lazily as context becomes relevant. Added micro-copy that explains why each field is needed.
Final designs
Outcome
The redesigned flow reduced drop-off from 68 % to 28 % in the first month post-launch. Average time-to-value decreased by 55 %, and support tickets related to setup dropped by a third.