CASE STUDY
FULL REDESIGN | DESIGN SYSTEM IMPLEMENTATION
Timeline: Feb - May 2021 (3 Months) Tools Used: Figma
Role: Product Designer Project Type: 2 Sided Marketplace
About The Product:
Respondent.io is a 2-sided marketplace tech start-up that facilitates remote market research studies between world-class researchers and industry professional participants around the world.
About The Problem:
In order for a researcher to sign-up for an account on Respondent, they are put through a tedious 7-step, heavily redundant onboarding flow.
This friction caused significant complaints from users and caused a high churn rate for new researchers signing up. With thousands of incomplete accounts clogging the system, we decided to address and contact the researchers who had dropped off during onboarding to increase researcher our activation rate and by rethinking the entire sign-up flow.
Our Goal
To reduce the friction of redundant questions during onboarding and create a more transparent, human and intuitive onboarding experience for our B2B researchers.
With the use of our newly implemented design system that I initiated in the previous case study, and collaboration with customer success to eliminate unnecessary steps that we could automate - we would be able to create a delightful experience for our customers while increasing our researcher activation rate.
What I Did:
I did a full visual overhaul of the onboarding flow and worked iteratively alongside CFT, engineering and the PM to design a delightful experience exciting researchers about the product.
We decided to leverage this opportunity to create a scalable design system across both sides of the platform to create a unified platform that felt connect yet differentiable.
Our Process:
We started by reaching out to churned researchers to investigate and dig into the core frustrations users were experiencing during the onboarding flow combining the research already conducted on our competitors of high-converting sign-up flows.
We surfaced user pain points and identified friction hot spots throughout that we used as feedback to customer success on identifying critical information necessary to collect.
Problems We Solved:
Increased researcher activation and reduced churned researchers
Created a unified design system for platform
Reduced redundant 7 step process to a shorter 3 step intuitive signup flow
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