Unlocking Trial Conversion
Redesigning the path from sign-up to first value
As part of a newly formed Growth & Engagement team focused on improving trial conversion, I looked closely at why new users weren’t reaching value. While sign-ups were strong, many stalled before their first meaningful experience. I redesigned onboarding to better support setup and help users reach their “aha” moment faster.
Project highlights:
- Identified where trial users were losing momentum
- Realigned onboarding with the realities of the product
- Designed a clearer path to the first meaningful experience
- Helped more new users reach activation with confidence
Project Roles
Onboarding strategy // Growth experimentation // Funnel optimization // Growth design // Systems thinking // Growth metrics // UX & UI design
The Problem
New trial users were eager to explore, but many struggled to complete the setup required to fully use the product. Key steps like installing the builder or set up for the mobile product were not clearly communicated, leaving users stuck before they experienced real value.
Project Goals:
- Improve trial conversion over time by unblocking early activation
- Clarify what was required to get started
- Support both web and mobile activation path
Discovery
At first glance, it looked like a typical conversion problem. But when I traced the end-to-end experience, it became clear that users were getting stuck in preventable setup gaps. The issue wasn’t interest — it was clarity and sequencing.
Design
I designed a more intentional activation journey that bridged marketing, sign-up, and product setup. By pulling required configuration steps into the sign-up flow, we ensured users were fully set up and ready to build from day one. The result was a clearer path to value and a faster first “aha” moment.
Mobile Experiment
Discovery revealed that mobile sign-ups were disproportionately stalling before completing critical setup steps. I designed and tested a new mobile entry experience that set clearer context and directed users into a structured onboarding path. The experiment helped close a hidden activation gap.
Results
- More than doubled extension installation rates in the first 15 days
- Recovered 10% of mobile trial users who were previously dropping off
- Unlocked future conversion gains by resolving structural activation blockers
What this Work Unlocked
By resolving foundational activation gaps, we created a more stable entry point for new users. This gave the team a clearer baseline to test downstream conversion improvements with confidence. Instead of patching symptoms, we were finally positioned to optimize the system.
What followed:
- Shifted activation into a shared growth focus
- Surfaced additional friction points, including teammate invites
- Influenced future onboarding and home experience improvements
