Turning Friction into Growth.
PROJECT OVERVIEW
Onboarding is the first impression of an app — it sets expectations and can determine whether a user stays or drops off. At eddii, I led a multi-iteration effort to simplify and strengthen our onboarding flow.
What began as a usability fix quickly became an ongoing initiative that evolved with the company’s product direction, directly influencing both user acquisition and revenue growth.
IMPACT
These two iterations not only shaped onboarding, but also reflects my growth as a designer at eddii:
Iteration 1 was about establishing usability foundations and proving the impact of design with quick, measurable wins.
Iteration 2 was about strategic design — centered on aligning the onboarding experience with the company’s evolving goals in healthcare and virtual care.
ITERATION #1: Establishing the basics
When I joined eddii, one of my very first projects was to revisit the onboarding experience. As a brand new team member, I had a unique advantage - I could step into the app with fresh eyes, just like a first-time user.
Research & Findings:
User flow analysis revealed key drop-off points during account setup, particularly around optional integrations.
Competitive analysis of showed opportunities to communicate the app’s value earlier and more clearly.
UI inconsistencies across devices made updates difficult to maintain in a fast-moving environment
Solution:
Reorganized the flow to front-load the value proposition: introducing the apps benefits before asking for their information.
Simplified the process by removing non-critical steps (integrations) from onboarding and deferring them until after first use.
Implemented a flexible in-app tutorial system, enabling content updates to be made quickly without requiring an app release and supporting rapid iterations.
Results:
Reduced drop-off from 25% to 5%, an 80% improvement in conversion.
Created a more brand-aligned, guided experience.
ITERATION #2: Expanding to Virtual Care
As eddii's focus shifted toward healthcare, the onboarding had to evolve and reflect the shift while keeping the experience simple and supportive.
The Challenge
Users hesitated to complete account creation due to unclear steps.
The company wanted to highlight new virtual care services without overwhelming users.
My Approach
Integrated virtual care into the main onboarding flow through a clear, optional step that balanced business goals with user control.
Redesigned account creation forms with clearer guidance to be simpler and easier to complete
Results:
Increased visibility and adoption of our new healthcare features.
Improved account creation completion rates, contributing to measurable growth in new patient activation.