A Deep Dive into the User Experience of Project Alpha

This case study explores the comprehensive redesign of the user onboarding flow for Project Alpha, a mobile-first application designed for creative professionals. The primary challenge was a significant user drop-off rate of over 60% during the initial setup process. Our goal was to not only reduce this churn but also to create a more engaging and intuitive first-time user experience.

The process began with extensive user research, including interviews with both new and churned users, to identify key pain points. We discovered that users felt overwhelmed by the number of choices presented upfront and were unclear about the core value proposition before being asked to commit to a plan. The interface, while functional, lacked a clear visual hierarchy, leading to confusion and frustration.