2021-2022 / YOLA · WEBSITE BUILDER
Turning user JTBD into personalized experiences
Product Designer
Redesigned the onboarding experience around real user behavior and JTBD, turning research insights into personalized guidance that improved Day-1 retention, activation, and site publishing rate.
User interviews · User research · JTBD · Journey mapping · Usability testing · UX/UI · Prototyping · Post-release analysis
Increase in Day-1 user retention
Redesigned the onboarding experience around real user behavior and JTBD, turning research insights into personalized guidance that improved Day-1 retention, activation, and site publishing rate.
USERS
First-time website builders with different goals and levels of experience.
BUSINESS CONTEXT
Yola was improving early activation, retention, and site publishing.
CONSTRAINTS
Make the first session useful without overwhelming new users.
Redesigning the first session
The project focused on making the first product session clearer and more motivating for new users. I tested assumptions through usability sessions and refined the onboarding based on observed behavior.
- Created wireframes for a new onboarding direction.
- Organized, designed, and conducted usability testing sessions.
- Used findings to refine the final design version.
