Unlocking Home Potential: Redesigning Onboarding to Drive Engagement and Trust.
Unlocking Home Potential: Redesigning Onboarding to Drive Engagement and Trust.
CHALLENGE
CHALLENGE
Buying, selling, and owning property is one of life’s biggest financial commitments, but most people only manage their property when it demands attention. The platform aimed to put property management at users' fingertips, empowering them to make smarter decisions every step of the way.
However, users weren’t signing up. The onboarding experience failed to show the platform’s value-add. I led a redesign of the onboarding flow, transforming it into an engaging journey that helped users understand the benefits and claim their property — the most valuable action they could take.
Buying, selling, and owning property is one of life’s biggest financial commitments, but most people only manage their property when it demands attention. The platform aimed to put property management at users' fingertips, empowering them to make smarter decisions every step of the way.
However, users weren’t signing up. The onboarding experience failed to show the platform’s value-add. I led a redesign of the onboarding flow, transforming it into an engaging journey that helped users understand the benefits and claim their property — the most valuable action they could take.
RESEARCH & INSIGHTS
RESEARCH & INSIGHTS
I dug into the data to uncover why users weren’t signing up. The insight was clear: Users wanted to feel more in control of their property. They needed personalised insights about their own home, not just generic maps and data.
To validate this, I:
Reviewed competitor flows for best practices
Assessed user personas to refine the messaging
Mapped the user journey to identify key gaps
I dug into the data to uncover why users weren’t signing up. The insight was clear: Users wanted to feel more in control of their property. They needed personalised insights about their own home, not just generic maps and data.
To validate this, I:
Reviewed competitor flows for best practices
Assessed user personas to refine the messaging
Mapped the user journey to identify key gaps
USER TESTING & ITERATION
USER TESTING & ITERATION
The new onboarding flow focused on making it personal:
Value first: Users immediately saw how the platform could help them make smarter property decisions
Claim your property: The flow encouraged users to take this key action quickly
Pushing users to sign up: Although this seems simple, it was a key part of the journey that was missing!
I created wireframes, shared them with stakeholders, and validated them through user testing. Feedback showed the new flow was far more intuitive and valuable and delivered on the KR's we set out to achieve.
The new onboarding flow focused on making it personal:
Value first: Users immediately saw how the platform could help them make smarter property decisions
Claim your property: The flow encouraged users to take this key action quickly
Pushing users to sign up: Although this seems simple, it was a key part of the journey that was missing!
I created wireframes, shared them with stakeholders, and validated them through user testing. Feedback showed the new flow was far more intuitive and valuable and delivered on the KR's we set out to achieve.
IMAGERY REFRESH
IMAGERY REFRESH
During testing, I discovered the platform’s imagery wasn’t resonating. It felt too generic and cold. I introduced a new imagery style that felt warmer, more personal, and aspirational, helping users feel more in control of their home journey.
This new style was tested with users, and the feedback was overwhelmingly positive.
During testing, I discovered the platform’s imagery wasn’t resonating. It felt too generic and cold. I introduced a new imagery style that felt warmer, more personal, and aspirational, helping users feel more in control of their home journey.
This new style was tested with users, and the feedback was overwhelmingly positive.
OUTCOME
OUTCOME
The redesigned onboarding flow transformed the way users engaged with the platform, reflecting a deeper understanding of the platform’s value. Users reported feeling more confident and empowered to manage their properties, while the business saw a measurable uplift in engagement. Beyond the numbers, the project created a seamless and meaningful experience for homeowners, setting a strong foundation for future growth and innovation.
The redesigned onboarding flow transformed the way users engaged with the platform, reflecting a deeper understanding of the platform’s value. Users reported feeling more confident and empowered to manage their properties, while the business saw a measurable uplift in engagement. Beyond the numbers, the project created a seamless and meaningful experience for homeowners, setting a strong foundation for future growth and innovation.
72%
Sign up increase
+12%
Improved NPS score