L.JULIAN

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L.JULIAN

About

Portfolio

Contact

English

L.JULIAN

SignUp Flow Revamp

Memo'd is a note-sharing app where you can find inspirations and ideas shared by our community of creators.

Timeline:

JUL 2022 ~ NOV 2022

Team:

MCTEKK

Platform:

Web & iOS

My Role

Senior Product Designer

Core Team

  1. UXUI Designer

  2. Product Manager

  3. Product Owner

  4. Web engineers (2)

  5. iOS engineers (2)

Methods

  1. Ideation

  2. Product Discovery

  3. Product Design

  4. Prototyping

  5. Usability Tests

Project Overview

12

12

Design Pages

Design Pages

3

3

Design Iterations

Design Iterations

Tech System

Tech System

Web App

Web App

Web App

iOS App

iOS App

iOS App

Deliverables

The Challenge

Find onboarding friction.

Support Call Center Manager's Coaching,
Onboarding and training with AI systems.

The complex sign-up flow frustrated new users, making it difficult for them to get started and stalling the app's growth potential, by leading to: 52 - 60% of user drop-offs.

Our client struggled with management obstacles; particularly in coaching and performance reviews.

My Mission

Seek answers for the signup flow friction.

My mission was to uncover frictions with the Sign-Up flow and design experiences to help ease user onboarding and conversion, and delegate design strategies to the UXUI designer.


I concentrated in:

  • Ideation sessions.

  • Persona design.

  • Mock ups.

  • Paper Prototypes.

  • Clickable prototypes in Figma.

  • Usability testing planning and design.

  • A/B testing design.

  • High Fidelity design.

As a Senior Product Designer, I was the owner of the Design and Experience Principals in a User Need level. Rather than focusing on high-end visual design, I approached the challenge with experimenting with prototypes.

Previous Flow

Usability Testing

Uncovering user pains.

We conducted a remote usability test through Maze with 24 participants to test the flow.

Overall results:

  • Users struggled to identify what to click and where to navigate.



  • CTA placements were poorly positioned, making them difficult to detect.



  • Low contrast made key actions harder to see, failing accessibility standards.

As a Senior Product Designer, I was the owner of the Design and Experience Principals in a User Need level. Rather than focusing on high-end visual design, I approached the challenge with experimenting with prototypes.

Design Strategy

Support the Vision of Product Design through Experimentation

After getting the insights from the usability test, I conducted several ideations sessions and concentrated in:


  • Design Thinking Sessions for Empathy and focus.

  • Event Storming and Usability Audits to get clarity on what may be mission and what could be improved.

  • SCAMPER exercises to reduce unnecessary steps.

As a Senior Product Designer, I was the owner of the Design and Experience Principals in a User Need level. Rather than focusing on high-end visual design, I approached the challenge with experimenting with prototypes.

Product Design

Support the Vision of Product Design through Experimentation

After these steps me and the UXUI designer worked together in gathering insights and divided the work.


I concentrated in the UX design and first versions of the high-fidelity design. While the UXUI designer concentrated in elevating the UI visual design and created the pilot version.

As a Senior Product Designer, I was the owner of the Design and Experience Principals in a User Need level. Rather than focusing on high-end visual design, I approached the challenge with experimenting with prototypes.

Our Solution

Redesign and UX strategy results

  1. Polishing CTA hierarchy to ensure users knew the primary CTA.

  2. Reduced friction of the onboarding flow by simplifying the process and eliminating unnecessary steps and updating the visuals to achieve accessibility standards.


  3. After conducting a secondary usability test, we obtained positive results that propelled the acceleration of the signup flow redesigned launch.

  4. Metrics impacted:

    1. 35% Decrease in time on task.

    2. 22% Increase in task success rate.

    3. 76% User found the process intuitive.

Take aways and Learnings

  • As a start-up product, Memo’d offers really interesting challenges for product design and development.

  • The challenges seemed very compacted, yet with care and empathy for both Users and Business stakeholder, problems can be untangled. This is why I decided to tackle first the sign-up section as it was a viable and desirable point to start.

  • Although I had direct contact with business stakeholders, it was difficult to influence design decisions, but this gave me resilience and new skills to articulate design decisions.

Credits and acknowledgements

Pilot and Final UI designs are accredited to the UXUI Designer: Estefanía Farías.

Tools and Services

Figma Logo
Figma Logo

Figma

Notion Logo
Notion Logo

Notion

Figma Logo
Figma Logo

Adobe Illustrator

Figma Logo
Figma Logo

Adobe Photoshop

U-NEXT Search

PRODUCT DESIGN - MULTI DEVICE

U-NEXT Search

PRODUCT DESIGN - MULTI DEVICE

U-NEXT Search

PRODUCT DESIGN - MULTI DEVICE

U-NEXT Search

PRODUCT DESIGN - MULTI DEVICE

Prompt Mine UXR

PRODUCT STRATEGY - RESEARCH

Prompt Mine UXR

PRODUCT STRATEGY - RESEARCH

Prompt Mine UXR

PRODUCT STRATEGY - RESEARCH

Prompt Mine UXR

PRODUCT STRATEGY - RESEARCH