Increasing Conversions by 13%
I redesigned CultureAI's onboarding experience so that it reduced cognitive load, told a clear story, and balanced business, engineering, and UX needs; leading to a 13% increase in trial conversion.
Challenge
CultureAI's product surfaced lots of valuable security data, but in May 2025 getting new clients to sign up was a pain point, with only 6% of qualified trials converting. This was largely due to an onboarding flow that was complex, unintuitive and required lots of assistance from CS. My goal was to rethink this first-touch experience both visually, and strategically; to reduce friction, surface immediate value, and create a setup flow that built confidence, all in under a week.
Helping the right users
Recognising that connecting third-party integrations was crucial to demonstrating value, I focused on simplifying the setup process for IT administrators, the key user persona based on research and interviews I conducted with clients and the CS team. I also carried out a full UX audit of the previous experience. By reducing friction for these technical users, we enabled richer data visualisation that clearly showcased the platform's value.
Streamlining the process
Aligning the onboarding experience with our GTM messaging and specific use cases ensured a smooth journey from first contact to sign up. By focusing on three high-impact use cases we reduced cognitive load, and created a repeatable story that Sales could re-use with ease. I also carried out multiple rounds of iterations using AI prototypes with engineers, clients and the CEO to arrive at a dev ready solution quickly.
Creating clarity
Every permission or configuration step included contextual tooltips or callouts to build trust and confidence with security teams whose biggest concern is the safety of their companies data.
Outcome
When you remove friction, offer clarity, and respect yours users' time, meaningful engagement naturally follows. This project involved lots of work under tight time constraints and led to 9 out of the next 48 trials converting to clients (13% increase).
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