About the project
Goal
Guide users through their first cleaner search experience, increasing the number of cleaner searches created and reducing early churn.
Impact
from 28.4% to 37.3%
Cleaner searches created
New components
Added to the Design System
Context
User Churn became the main concern during Q3.
A significant number of new users were leaving the platform before completing their first meaningful action (Create a cleaner search) without experiencing its value or understanding how it could help them achieve their goals.
Framing the problem
To understand this early drop-off, I worked with the Data team to analyze user funnels and see how many users were having this issue right after signing up
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 assumptions
We realized the issue wasn’t a lack of interest but a lack of clarity in the first steps:
Our hypothesis
We believed that removing friction, and offering a more direct path after onboarding, users would feel confident to create a cleaner search (Primary goal)
User Insights
What would they want to know before?
What would stop them from creating a search?
The Changes
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
Before Feature Onboarding
28.36%
Searches created
After Feature Onboarding
37.29%
Searches created
Design Impact
The Feature Onboarding introduced new components and variables in our Design System making it easier to explain key features across the product.
This would also help users who are focused on managing cleaners through other features like Checklists, Property Problems, etc.
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!
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