Project Name 2
Reduced user drop-off by 25% through simplified flows and clearer information hierarchy.
Overview
Analytics showed steep drop-offs mid-flow across multiple cohorts. The product had grown feature-rich, but the core task users came to complete was buried under optional configuration.
The team needed clarity on what counted as success for a session, shorter paths for the majority use case, and a way to stage advanced controls without intimidating first-time visitors.
What I did
Reframed primary vs secondary actions, tightened IA with card sorting and tree testing, simplified default paths, and validated changes in two rounds of usability tests with iterative prototypes in Figma.
I collaborated with analytics to baseline each step of the funnel, documented decision rationale for PM and engineering, and specified navigation and empty states so the redesigned path stayed coherent in edge cases.
Outcome
Task completion improved and funnel drop-off fell by about 25% on the redesigned path within the first release cycle.
The updated structure also made later experiments easier — teams could isolate changes to the primary flow without refactoring unrelated configuration surfaces.