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 — aligning onboarding with business goals and revenue growth.
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 third-party integrations.
Competitive analysis of character-based apps highlighted opportunities to strengthen our onboarding experience by better communicating the app value.
The app’s tutorial flow had technical limitation and UI inconsistenties across devices, making updates challenging in a fast-paced 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 instead of a data-collection flow.
ITERATION #2: Expanding to Virtual Care
As the company shifted focus toward healthcare, the onboarding had to evolve to highlight our new virtual care offering while improving patient account creation.
The Challenge
Low completion rate for patient account creation due to unclear guidance and poor form structure.
Lack of awareness of our virtual care offering.
My Approach
Integrated virtual care into the main onboarding flow — Added a step to the option to “Set up eddii-Care” or “Not now” — balancing business goals with user control.
Redesigned account creation with clearer guidance, reduced cognitive load, and structured forms that met compliance requirements while staying user-friendly.
Results:
Increased awareness and adoption of virtual care, leading to higher patient acquisition.
Improved account creation completion rates, driving new revenue through virtual appointments.