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Brand onboarding
I designed the brand onboarding flow, My role included conducting research to inform the design, creating and testing prototypes, and working closely with developers to bring the design to life. I also participated in live A/B testing to learn and iterate post launch.
The new brand onboarding flow decreased user attrition 19% and increased conversions to paid subscriptions 14%. User feedback was positive, with many users appreciating the immediate integration of their brand into the platform.
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Our research involved conducting user interviews, surveys, and analyzing user behavior data, all of which revealed a critical insight: users who did not see their brand integrated early in the onboarding process were far more likely to abandon the platform. Additionally, our data showed a compelling trend: users who completed an email within a reasonable time after signing up were 26% more likely to convert to a paid subscription. These findings underscored the importance of early brand integration as a key factor in user retention. It became clear that by making users feel connected to their brand from the start, we could significantly improve their engagement and likelihood of long-term commitment to the platform.
The introduction of the brand onboarding flow led to a significant reduction in user drop-offs during the onboarding process, with conversion rates to paid subscriptions rising by 23%, according to our analytics. Users appreciated seeing their brand integrated early on, which fostered a stronger sense of connection and investment in the platform. This early brand reflection encouraged users to engage with the platform sooner, such as creating their first email, which positively impacted key performance indicators that are crucial for long-term user retention and platform stickiness. The overall response from users highlighted the effectiveness of the new flow in making them feel more aligned with the platform from the start, ultimately driving higher engagement and loyalty.
This project made me realize just how crucial early brand integration is for retaining users. When users feel that a platform understands and reflects their brand identity, they are more likely to stay engaged and overcome any initial learning curve. Brand integration doesn't just make users feel connected—it creates a sense of ownership and personalization that drives deeper engagement. When users see their brand represented within the platform from the start, they perceive the tool as being tailored to their needs, which motivates them to invest more time in learning and using it. This connection can be the difference between a user who struggles with the platform and one who becomes a loyal advocate. As a result, focusing on early brand integration not only improves retention rates but also fosters long-term loyalty and satisfaction.