Project description
Our paid traffic does its job and sign-ups keep coming, but after that the funnel goes quiet: only a small share of new accounts ever reaches a paid plan. Inside the team we argue about the reason every week. One half blames the registration form, the other half is sure that people simply never see what the product does for them, and nobody can settle it, because we have never looked at the first session as one continuous path. I want that path drawn end to end — from the ad that brought the person in to the moment they get something genuinely useful out of the product for the first time.
The second half of the job is design work rather than analysis. Once we agree on the weak spots, I need a prototype of the new first run: the sign-up steps, the empty states people meet before they have any data of their own, the inline hints that answer "what do I do next", and the copy for every step written in plain language instead of marketing voice. I would rather have five screens that are understood than fifteen that look impressive. The prototype must be clickable enough to put in front of real people, and I want it put in front of five of them before we write a single line of production code.
A few conditions are fixed. Conclusions must come from analytics and session recordings, not from taste; if the data we have cannot answer a question, the honest first step is to set up the measurement and say so out loud. Dark patterns are out of scope — no hidden cancel, no pre-selected paid option, nothing that works by confusing the person. And I do not expect a conversion lift promised in exact percentages before the new flow has been tested: a reasoned hypothesis with a way to check it is worth more to me than a confident number.
What I expect to receive:
— a journey map from the first ad contact to the first value, with drop-off points marked;
— a screen-by-screen teardown of registration and the first session, with the friction named;
— a list of failure hypotheses, each with the evidence behind it and a way to test it;
— a clickable onboarding prototype with hints and empty states;
— step copy for every screen, including error and empty messages;
— findings from a usability test with five users, describing what actually broke;
— a rollout plan ordered by priority: what ships first, what can wait.
The second half of the job is design work rather than analysis. Once we agree on the weak spots, I need a prototype of the new first run: the sign-up steps, the empty states people meet before they have any data of their own, the inline hints that answer "what do I do next", and the copy for every step written in plain language instead of marketing voice. I would rather have five screens that are understood than fifteen that look impressive. The prototype must be clickable enough to put in front of real people, and I want it put in front of five of them before we write a single line of production code.
A few conditions are fixed. Conclusions must come from analytics and session recordings, not from taste; if the data we have cannot answer a question, the honest first step is to set up the measurement and say so out loud. Dark patterns are out of scope — no hidden cancel, no pre-selected paid option, nothing that works by confusing the person. And I do not expect a conversion lift promised in exact percentages before the new flow has been tested: a reasoned hypothesis with a way to check it is worth more to me than a confident number.
What I expect to receive:
— a journey map from the first ad contact to the first value, with drop-off points marked;
— a screen-by-screen teardown of registration and the first session, with the friction named;
— a list of failure hypotheses, each with the evidence behind it and a way to test it;
— a clickable onboarding prototype with hints and empty states;
— step copy for every screen, including error and empty messages;
— findings from a usability test with five users, describing what actually broke;
— a rollout plan ordered by priority: what ships first, what can wait.
Design and multimedia Cash, Bank transfer
