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Owting - Redesigning the onboarding flow
Shortening
Time-to-First Event
Shortening
Time-to-First Event
Owting connects people through shared activities and turns "we should hang out" into real plans. I redesigned the onboarding experience to reduce drop-off and guide users to their first message faster. The old flow had outdated visuals, unclear progress indicators, and dropped users onto an empty events page. My redesign introduced cohesive visuals, reimagined interactions, and redirected users to chat where they could immediately connect with their community.
Owting turns "we should hang out" into real plans.
I redesigned the onboarding flow to reduce drop-off and get users to their first message faster; introducing cohesive visuals, clearer progress indicators, and redirecting users straight to chat.
Role: Product Designer
Role: Product Designer
Contribution: Product strategy, UX Research, Visual design, Web development
Contribution: Creative direction, UX Research, Visual design, Web design
Contribution: Product strategy, UX Research, Visual design, Web development
Team: PM, Engineer | Solo designer
Team: PM, Engineer | Solo designer
Owting faced a critical 50-70% user drop-off between app installation and account completion. The onboarding process acted as a 'transactional wall' rather than a welcoming entry, forcing users to provide sensitive data before understanding the platform's value.
Owting faced a critical 50-70% user drop-off between app installation and account completion. The onboarding process acted as a 'transactional wall' rather than a welcoming entry, forcing users to provide sensitive data before understanding the platform's value.
Entry
"Immediate request for Phone Number with zero context."
Impact
High churn at first touchpoint
Login
"Buried social options; manual email entry as the default."
Impact
Increased time-to-value
Profile
"A "long-form" interrogation asking for Name, DOB, and Email."
Impact
User fatigue / abandonment
Landing
"An empty event feed that felt inactive and "cold.""
Impact
Negative first impression
Old Flow
Old Flow
Old Flow
Users face significant hurdles during onboarding due to high-friction data requests, a disconnected brand experience, and an immediate lack of engaging content.
Users face significant hurdles during onboarding due to high-friction data requests, a disconnected brand experience, and an immediate lack of engaging content.
Problem Tackled
Problem Tackled
Users landing on a sign-up wall without context led to high drop-offs and a disconnect from marketing promises.
Users landing on a sign-up wall without context led to high drop-offs and a disconnect from marketing promises.
Users landing on a sign-up wall without context led to high drop-offs and a disconnect from marketing promises.
How
How
Replaced the immediate login wall with a 3-step carousel to communicate core benefits before asking for data.
Replaced the immediate login wall with a 3-step carousel to communicate core benefits before asking for data.
Replaced the immediate login wall with a 3-step carousel to communicate core benefits before asking for data.
Why
Why
Establishing value upfront converts installers into users by building the trust required to complete sign-up.
Establishing value upfront converts installers into users by building the trust required to complete sign-up.
Establishing value upfront converts installers into users by building the trust required to complete sign-up.
Developed a series of character-led visuals to illustrate the app's focus on in-person social coordination, integrated directly into the initial entry screens to define the brand's tone
Developed a series of character-led visuals to illustrate the app's focus on in-person social coordination, integrated directly into the initial entry screens to define the brand's tone
Developed a series of character-led visuals to illustrate the app's focus on
in-person social coordination, integrated directly into the initial entry screens to define the brand's tone
Problem Tackled
Manual sign-up (Phone/Email) forced high interaction cost and a slow, multi-step verification loop.
Manual sign-up (Phone/Email) forced high interaction cost and a slow, multi-step verification loop.
How
Pivoted to One-Tap OAuth (Google/Apple) to automate identity verification and account creation.
Pivoted to One-Tap OAuth (Google/Apple) to automate identity verification and account creation.
Why
A 2-second authentication preserves momentum and prevents loss of interest during onboarding.
A 2-second authentication preserves momentum and prevents loss of interest during onboarding.
Problem Tackled
A "long-form" registration process felt like an interrogation, causing high interaction cost and user fatigue.
How
Chunked the sign-up flow into a progressive, multi-step journey, focusing on one high-intent action per screen with clear progress indicators.
Why
Breaking down data entry into bite-sized steps reduces choice paralysis leading to higher completion rates and a more manageable user experience.
Problem Tackled
A "long-form" registration process felt like an interrogation, causing high interaction cost and user fatigue.
How
Chunked the sign-up flow into a progressive, multi-step journey, focusing on one high-intent action per screen with clear progress indicators.
Why
Breaking down data entry into bite-sized steps reduces choice paralysis leading to higher completion rates and a more manageable user experience.
To address the user fatigue and high interaction cost of a 'long-form' registration process, I chunked the sign-up flow into a progressive, multi-step journey with one high-intent action per screen, reducing choice paralysis and leading to higher completion rates through a more manageable user experience.
To eliminate the 'cold start' feeling of landing on an empty event feed, redirected the initial landing state to the Chat screen with a personal welcome message from the founder, providing an immediate sense of connection that humanizes the experience and reinforces the app's social promise.
Problem Tackled
Problem Tackled
Landing on an empty "Event Feed" created a "cold start" feeling, making the app appear inactive.
Landing on an empty "Event Feed" created a "cold start" feeling, making the app appear inactive.
How
How
Redirected the landing state to the Chat screen with a personal welcome message from the founder
Redirected the landing state to the Chat screen with a personal welcome message from the founder
Why
Why
Provides an immediate sense of connection and humanizes the experience, emphasizing the social promise of the app.
Provides an immediate sense of connection and humanizes the experience, emphasizing the social promise of the app.
Onboarding
Onboarding
/explorations
/ explorations
