About the project
Goal
Recapture lost revenue by reducing early churn after the onboarding flow and optimize the Conversion Rate.
Impact
$64K USD MRR
Potential loss recaptured
50% reduction
in accounts deleted without search.
4.3% increase
in Conversion Rate.
8.9pp decrease
in early user churn
Context
User Churn became the main concern during Q3, with strategic directives centered on Conversion and Retention.
A significant number of new users were leaving the platform before completing their first meaningful action (Create a cleaner search) without experiencing the value of the app. This churn represented a potential loss of up to USD $720K per month in Monthly Recurring Revenue (MRR).
The challenge
Product Goal
Decrease the early churn rate by
5pp
Business Goal
Increase the conversion rate by
3%
Framing the problem
To understand this early drop-off, I worked with the Data team to analyze the complete a project flow, revealing that 71.7% of users were dropping off between Onboarding (Action 1) and search creation (Action 2).
Putting on the user’s shoes
Looking at the flow from the user perspective, we uncovered several friction points:
Redirecting users to the Dashboard right after onboarding was confusing because it wasn’t aligned with their needs at that stage.
No clear guidance leading them to the page to do their first action
The flow introduced complex concepts too early, making users feel lost before they could gain confidence.
From Insights to Action
Key help from the team
To validate these friction points we got feedback from other teams to bring solutions that can optimize the experience
Trade-Offs & Decisions:
After consulting C-Suite and Engineering, we rejected other higher-risk proposals, prioritizing feasibility and performance over solutions that could cause delays.
The Solution
We introduced 2 key improvements to the user's flow:
A direct path to the Cleaner Search
After completing the onboarding, users would now be taken to the Cleaner Search page, skipping unnecessary distractions
The Feature Onboarding
Instead of sending users directly into the Cleaner Search wizard, we added an introductory step explaining what it is and what to expect from it
It wasn’t a tutorial, but a quick guidance to reduce friction and provide clarity so users can complete their first meaningful action
Results & Impact
Business Impact
The scope of the project exceeded the key objectives, by recovering significant MRR and transforming a potential loss into a financial win for the business.
Key Impact Metrics
Financial Value (MRR)
+65k USD
Value recaptured from potential loss.
$720K vs $656K
Reduced early churn
+8.9pp
Increase in cleaner searches created
28.36% vs 37.29%
Conversion Rate
+4.3%
Increase in flow Conversion Rate.
4.37% vs 4.56%
Account Deletions
-50%
Accounts deleted without search
aprox 10% vs aprox 5%
Design Impact
The Feature Onboarding introduced new components and variables in our Design System making it easier to explain key features across the product.
Final Reflections
Design can be the last phase of a designer
It’s better to gather insights first, as they help define the real user problems. Then we can start shaping the right solution.
Simplicity matters
One single screen and a tiny logic tweak can make a huge difference!
Growth opportunity
Although we accomplished the goals, there's still room for future improvements to make impact for both user and the business.