Memo'd is a note-sharing app where creators share inspirations and ideas with a growing community. The problem was critical: a complex sign-up flow was frustrating new users and causing 52–60% to drop off before ever reaching the product — stalling growth before it could even begin.

The sign-up flow was losing 52–60% of users before they even saw what Memo'd had to offer. The friction wasn't just visual — it was structural: poor CTA hierarchy, confusing navigation, accessibility failures, and unnecessary steps all stacked on top of each other. I set out to untangle every layer of that friction. Through usability research and systematic design thinking, I would redesign an experience that gets real people to the good parts of Memo'd — without hitting a wall.

Conducted remote usability testing through Maze with 24 participants to map friction points in detail. Ran Design Thinking sessions for empathy and focus. Used Event Storming and usability audits for clarity, and SCAMPER exercises to cut unnecessary steps. Designed high-fidelity screens and collaborated closely with the UXUI designer on visual execution. Validated the redesign with a secondary usability test before launch, confirming the improvements were real.

35% decrease in time on task. 22% increase in task success rate. 76% of users rated the new flow as intuitive. The redesigned signup was fast-tracked to launch based on consistently positive usability test results across both rounds of testing.

Start-up products offer uniquely compacted challenges that feel impossible until you untangle them with care and empathy. I chose the signup section deliberately — it was the most viable, desirable point of leverage. Influencing design decisions under stakeholder pressure was difficult, but it built my resilience and sharpened my ability to articulate design value through data rather than opinion. Credit to Estefanía Farías for the final pilot and UI designs.

I'd extend the research into post-signup behavior — understanding what makes a creator keep coming back after their first published note. The signup is only the beginning; the deeper opportunity is in retention design — what happens in that critical second and third session that determines whether someone becomes a committed creator or quietly disappears.