Meme Generator
I led a team of 5 Product Designers working on a video memes app and an internal tool for Piñata Farms employees. The mobile app, with complex interaction patterns, earned a top 100 spot on the App Store and received recognition from LeBron James and Drake.
✍️ Challenge
During my tenure at Pinata Farms, there were many challenges and one of them was improving onboarding conversion and reducing the drop-off rate. Let's take a look at how it played out.
Onboarding Review
Luckily, Piñata Farms had analytics in place, so they provided me with a user drop-off event for every step of onboarding. I went through the onboarding process myself, recorded the whole path, and placed it on a timeline. Now we can see the problematic areas.
Taking Notes
I took screenshots of every step and carefully analyzed them using usability heuristics. For each individual step, I identified multiple areas for improvement and made thorough notes accordingly, paying close attention to screens with the highest drop-off rates.
Switching Things Up
Other than minor tweaks, the most important assumption we wanted to test was moving the tutorial from the registration flow into the app itself. The challenge was making sure this change didn’t hurt key metrics like the first-day creation rate.
Testing with Gen Z
Before the production version, I tested a Figma prototype with three Gen Z users to check for any minor issues we could polish before implementation. I recorded the flow in case I missed any details.
Conversion: 40% → 63% After Fix
After the fix, we waited a few days for the data to settle just enough to make a meaningful comparison. I anticipated an improvement in onboarding, but I wasn’t sure about the first-day creation rate. However, it turned out to be completely stable.
✍️ Challenge
During my tenure at Pinata Farms, there were many challenges and one of them was improving onboarding conversion and reducing the drop-off rate. Let's take a look at how it played out.
Onboarding Review
Luckily, Piñata Farms had analytics in place, so they provided me with a user drop-off event for every step of onboarding. I went through the onboarding process myself, recorded the whole path, and placed it on a timeline. Now we can see the problematic areas.
Taking Notes
I took screenshots of every step and carefully analyzed them using usability heuristics. For each individual step, I identified multiple areas for improvement and made thorough notes accordingly, paying close attention to screens with the highest drop-off rates.
Switching Things Up
Other than minor tweaks, the most important assumption we wanted to test was moving the tutorial from the registration flow into the app itself. The challenge was making sure this change didn’t hurt key metrics like the first-day creation rate.
Testing with Gen Z
Before the production version, I tested a Figma prototype with three Gen Z users to check for any minor issues we could polish before implementation. I recorded the flow in case I missed any details.
Conversion: 40% → 63% After Fix
After the fix, we waited a few days for the data to settle just enough to make a meaningful comparison. I anticipated an improvement in onboarding, but I wasn’t sure about the first-day creation rate. However, it turned out to be completely stable.
Client
Piñata Farms
Year
2021-2023
Domain
Graphics & Design