Homepage Redesign for Improved User Engagement
Objective/Problem
Increase free user sign-ups and scheduled demos by redesigning the homepage to be more intuitive, modern, and user-friendly. The previous design was outdated and not effectively driving conversions.
Role & Responsibilities
- Led the UX research and design initiative to revamp the homepage based on user feedback and market research.
- Collaborated with designers and marketers to develop a more engaging, simplified layout that focused on user conversion.
- Integrated user stories and explainer videos to provide clarity and showcase the platform's value.
Process/Approach
- Conducted user research through interviews and surveys to understand customer pain points and gather insights on what wasn't working.
- Developed wireframes and mockups for a cleaner, modern homepage with clear calls-to-action.
- Tested the new design with a sample group to ensure it effectively drove free sign-ups and scheduled demos.
Key Metrics/Results
Free User Sign-Ups: Increased free user sign-ups by 39% within the first 3 months of the redesign.
Scheduled Demos: Boosted demo bookings by 21% after the new design was implemented in the first 3 months.
Challenges & Solutions
Challenge: The original homepage design was cluttered, making it difficult for users to understand the value of the platform quickly.
Solution: Simplified the layout, added clear CTAs, and incorporated user stories and a video to convey the value more efficiently.
Tools/Technologies Used
Figma (for wireframes and design), Google Analytics and Microsoft Clarity (for data analysis and user behavior tracking), Video production tools (for mock explainer video)
Onboarding Flow Redesign
Objective/Problem
Admins could not invite teachers without completing certain steps in the flow. This added barriers to users seeing value in the platform.
The goal was to streamline the onboarding process for administrators to ensure faster participant invitations in order to boost adoption and ARR.
Role & Responsibilities
- Spearheaded the redesign of the onboarding flow to remove bottlenecks and simplify the process for administrators.
- Collaborated with the product team to prioritize essential tasks and reduce friction points in the onboarding journey.
- Created a user-friendly flow that allowed admins to invite participants early in the setup process.
Process/Approach
- Conducted data analysis and interviews with admins to understand why the participant invitation step was delayed.
- Identified the key steps causing delays (setting up templates, filters, and email templates before inviting participants).
- Redesigned the onboarding flow to prioritize participant invitations earlier in the process, ensuring the rest of the setup could be completed afterward.
- Tested the new onboarding process with a group of admins to gather feedback and iterate on the design.
Key Metrics/Results
Participant Invitation Speed: Reduced the time to invite participants by 48%, significantly accelerating platform adoption.
ARR Growth: Contributed to increased ARR by 59% as faster onboarding led to quicker value realization by users.
Challenges & Solutions
Challenge: Admins were overwhelmed by the number of steps required before inviting participants, leading to delays.
Solution: Rearranged the onboarding steps so that participant invitations were prioritized, making the rest of the setup optional or adjustable later.
Tools/Technologies Used
Figma (for wireframes and design iterations), SQL (for querying data on onboarding flow completion rates), Google Analytics (for tracking improvements in onboarding completion)