Uncovering insights through usability testing and user interviews

Collaborating with the UX researcher, I processed, organized, and analyzed data from usability tests and user interviews. I systematically categorized user feedback to derive actionable insights, ensuring a structured approach for comprehensive analysis and prioritization, enhancing clarity, and facilitating strategic decision-making.

Collaborating with the UX researcher, I processed and analyzed usability test and interview data to extract actionable insights. I structured the findings to improve clarity, prioritize key issues, and support strategic decision-making. Grouping feedback into categories (e.g., critical issues, feature requests, usability improvements) made prioritizing what needs immediate attention easier. It ensured we could address the most impactful changes first, aligning with user needs and business goals.

Key insights from research

• Analytics-driven bottlenecks: data revealed significant drop-offs due to inefficiencies and barriers slowing conversions.
• High drop-off rates: complex or unclear steps led to frustration and abandonment.
• Confusing processes: lengthy or unclear user flows caused overwhelm and disengagement.
• Negative sentiment: users expressed dissatisfaction with onboarding and verification experiences.
• Insufficient guidance: lack of clear instructions, progress indicators, and support left users unsure of the next steps.
• Low Activation rates: many users signed up but failed to take key actions, limiting adoption.
• Retention challenges: poor onboarding drove higher churn, reducing platform integration.
• Resistance to change: users preferred the legacy platform, citing misalignment with the new interface and workflows.
• Unclear verification process: confusion about verification steps caused frustration and delays.

Through an in-depth user flow analysis, I discovered that users form initial impressions about a product within seconds. A seamless and intuitive start is crucial for building trust, alleviating anxiety, and establishing a positive tone for their experience.

First-time user experience optimization

I came up with the following hypothesis:

If we deliver an onboarding experience precisely when users need it, they will overcome barriers such as lack of knowledge, experience, or emotional hesitation, thereby enabling them to complete their tasks effectively and increasing user activation.

To make their campaign live, users need to complete the following steps:

‍‍My concept was to simplify all the first-time user journey within the product, and guide users through the essential flows, enabling them to successfully complete their primary task—launching a campaign.

Refining the sign-up & login journey

Overview

The sign-up page is key to user acquisition, requiring a seamless experience. I focused on simplifying the login and registration flow to reduce friction, making it effortless for users to join and engage with the platform.

The initial version of the sign-up flow was a remnant of the legacy platform—outdated, cluttered, and weighed down by unnecessary inputs. Users were met with a complex, inefficient experience, struggling through redundant fields and inconsistent logic. This friction slowed them down and risked drop-offs before they could even explore the platform.

Recognizing  pain points mentined above, I focused on simplifying the form, eliminating redundancies, resolving inconsistencies, and creating a smoother, more intuitive registration process from the ground up:

To enhance personalization, I presented the concept of user segmentation during registration, enabling users to classify themselves for a more tailored onboarding experience to receive relevant guidance based on their needs:

Result

Lowered drop-off rate at key friction points by 22%, increased overall signup-to-activation conversion rate. Qualitative analysis user feedback and session recordings analyzed via Hotjar) indicated that the updated signup flow provided a smooth and frustration-free experience.

User verification flow updates

Overview

Users perceived the verification flow as an unnecessary barrier, preventing them from accessing platform functionality until completion—a process that took approximately 30 minutes via a third-party service. Users had to complete verification and wait for approval without real-time updates, leading to uncertainty and frustration. The primary objective was to optimize and clarify the flow, reducing friction and improving user confidence through better transparency and communication.

Solution

• Redesigned the flow to minimize unnecessary steps and make instructions clearer
• Added real-time updates and status indicators to improve transparency
• Integrated a progress tracker to guide users through the verification process
• Improved UI design for the verification page to enhance usability

As users had to complete verification and wait for approval before observing the platform functionality, we transferred the user verification step to the end of the funnel. The goal was to engage users in the early stages of their product exploration and leave the verification until users got the product's value and were motivated enough to proceed and finally launch their campaign.

Result

The verification flow updates significantly improved UX and performance metrics:

• 12% reduction in verification drop-off rate, as users found the process clearer and more predictable.
• decrease in support requests related to verification issues, indicating improved self-sufficiency.
• 28% faster verification completion time, optimizing user access to platform functionality.
• Higher user confidence: user sessions analysis ensured that real-time status updates and a progress tracker reassured users, reducing frustration.

Seamless onboarding for frictionless experience

Key Issue

Absence of an onboarding strategy: The platform lacked a defined onboarding strategy, resulting in high drop-off rates among new users and frustration for those transitioning from the old platform. Without clear guidance, users were left uncertain about how to navigate and proceed.

Overview

Recognizing the critical role of user onboarding in driving key product metrics, I initiated the development of a seamless onboarding experience.  I hypothesized that a well-structured onboarding process would enable users to experience the product's value and reach their "aha" moment within their first session.

Given the MGID platform's complexity, with its diverse user flows and functionalities, a single onboarding tour was insufficient. To resolve this, I developed a seamless, adaptive onboarding experience designed to help users quickly understand the platform's value and reach their "aha" moment in their first session. Instead of a one-size-fits-all tour, onboarding was tailored to user needs, guiding them through relevant tasks at the right moments.

To achieve this, I introduced several key solutions:

• Introduced a step-by-step onboarding flow: implemented a guided process with progress indicators to help users navigate through the onboarding journey effortlessly.
• Personalized the experience: dynamically tailored content based on user type to ensure relevance and engagement.
• Added a ‘Get Started’ checklist: designed a checklist for new users, outlining step-by-step guidance to complete essential tasks needed to achieve their goal (e.g., launching a campaign) and successfully activating their account.
• Implemented a features overview for platform switchers: created a dedicated flow for users transitioning from the old platform, highlighting where familiar features are located in the new interface to minimize confusion.
• Streamlined the process: reduced the number of mandatory steps to simplify the onboarding experience without compromising key actions
• A/B tested different onboarding approaches: experimented with variations in onboarding flows to identify the most effective strategies.

Here's an example of the interactive onboarding tour (granular reporting functionality):

Result

• The onboarding strategy was implemented as a scalable foundation for continuous improvements in the user onboarding process
• 28% of users successfully completed the onboarding steps required to launch a campaign, achieving activation
• 16% increase in user activation rate as more users successfully completed onboarding
• Feedback indicated a smoother, more intuitive onboarding experience. The checklist and step-by-step flow helped users stay on track without feeling overwhelmed.

Retrospective

For me, the biggest win in this project was developing and integrating a user communication strategy directly into the application, making it a key part of the onboarding experience. This wasn’t just about improving usability—it was about creating a clear and ongoing dialogue with users, guiding them through the platform and addressing their needs in real time.

More than that, this initiative was the first step toward bringing a customer development mindset into the company. By incorporating structured user feedback and insights into our process, we not only enhanced the onboarding experience but also contributed to the overall growth of design maturity within the organization. What started as a single project turned into a lasting impact—this approach is now embedded in the team’s design workflow as a regular practice, ensuring that user needs continue to shape our product decisions.

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