User Onboarding Journey Redesign

😎 TL;DR

🧐 The Problem

🙋🏻‍♀️ The Solution

💯 The Result

Product usage was low because many users didn’t activate their accounts after receiving an invitation. I designed a user-centric onboarding email series to guide and motivate activation. As a result, adoption rates increased by 20% within two months.

⚙️ The Process

The solution has been reimagined with modifications to certain elements to maintain confidentiality.

When I noticed the product usage appeared low, I immediately conducted a deeper analysis in Tableau. I discovered that active users were engaging well, the real problem was that many invited users never activated their accounts. I audited the entire onboarding process and identified a critical gap: there was no real onboarding journey in place. New users only received a single, poorly designed activation email that lacked clarity and user focus, leading to low adoption rates.

Within two months, the new onboarding experience drove a 20% increase in user adoption.

More users activated their accounts and started engaging with the product, leading to a measurable improvement in overall product usage. This project not only closed a major gap but also established a scalable onboarding framework to support future growth.

I designed and launched a comprehensive onboarding email series, focusing on personalized, welcoming, and actionable communication. I built a multi-step journey with clear value messaging, strong calls to action, and progressive engagement strategies to re-capture users at different stages. I collaborated cross-functionally to ensure the new onboarding aligned with broader product goals and user expectations.

Diagram produced in FigJam