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And the problems were easy to spot: Clunky copy, with almost every page containing full paragraphs. Too many questions, sometimes 10 on a single screen. Many were irrelevant to user goals or to Violet’s benchmarking. Important actions were below the fold. The experience felt like paperwork: functional but lifeless. As designers, we’re always working within systems. And often, an apparent problem is just a symptom of a macro-problem. https://images.squarespace-cdn.com/content/v1/5ea5d0dad0582b1cc09f16bc/7d65f2bd-ff92-4184-9f5a-f22292970e77/Group+1.png Work - VIOLET - Make it stand out I used Mobbin to quickly explore onboarding patterns from products that had already solved similar problems at scale. Because of Violet’s scoring model, onboarding needed to collect meaningful cultural data without overwhelming users. I used ChatGPT to analyze our documentation and cluster questions into: High-signal items to drive personalization Medium-signal items to move into the dashboard Low-signal items to remove I reviewed this structure with our Head of Research to ensure the approach was practical and methodologically sound. Once we knew what to ask, the challenge became how to ask it. https://images.squarespace-cdn.com/content/v1/5ea5d0dad0582b1cc09f16bc/6626123d-06b5-45fd-9d22-62581d4baf19/1%401.5x.png Work - VIOLET The Head of Product wanted onboarding to feel modern and saw an LLM-driven conversational UI as the direction. I explored both: AI-generated onboarding: fluid but unpredictable Structured guided flow: clear and user-centered I asked one core systems question: Is this solution helping the user answer a need or are we just adding novelty? (“People don’t need a vase; they need to display flowers.”) After presenting both paths, I made my case: AI here created too much room for error and wandering, and ultimately complicated the experience. He agreed: first win. https://images.squarespace-cdn.com/content/v1/5ea5d0dad0582b1cc09f16bc/25f63c21-4437-4bac-a5e2-4f49532e0efe/gt5.png Work - VIOLET - Make it stand out Just a few weeks into my role, I presented this direction to the wider team and got serious pushback. Many were emotionally attached to the existing flow. Instead of defending pixels, I explained intent: Why users were dropping off. How other products, like Lemonade and Duolingo, achieve delight without sacrificing clarity. How every question must serve benchmarking, personalization, or user value; otherwise, it’s noise. This reminded me of Nancy Lublin’s approach: ban vague reactions and encourage thoughtful feedback. After that meeting, alignment didn’t come from agreement. It came from understanding. Second win: real buy-in. https://images.squarespace-cdn.com/content/v1/5ea5d0dad0582b1cc09f16bc/948c8d69-3260-4cee-bc92-93cb3258d3ac/Screenshot+2025-12-01+at+1.08.29%E2%80%AFPM.png Work - VIOLET - Make it stand out Before diving into the high-fidelity designs below, I want to start with what the work actually accomplished. Within the first month of rollout, data from over 2,200 users showed a clear shift. Onboarding completion increased by roughly 13%, translating into a 20% lift in retention. Average time to complete the flow dropped from over 10 minutes to just above 3, dramatically reducing friction and accelerating activation. These became the best metrics Violet had recorded in such a short window, and any lingering skepticism quickly faded. But we didn’t get everything right; and the work experience segment, historically responsible for roughly an 8% drop-off, improved but still needs refinement. We’re tightening language and exploring alternatives to the traditional form layout. 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it stand out After taking the time to understand the New Normal Seeker as accurately as possible, we got to know our brand, which laid the ground for the most impactful/memorable experience and ultimately relaunch. https://images.squarespace-cdn.com/content/v1/5ea5d0dad0582b1cc09f16bc/24025244-7f6e-4a87-91e4-d17ddcff33e7/image https://images.squarespace-cdn.com/content/v1/5ea5d0dad0582b1cc09f16bc/5e40167d-9fc7-40ee-8c66-f143e23cc9a1/image https://images.squarespace-cdn.com/content/v1/5ea5d0dad0582b1cc09f16bc/522ef103-92e6-4250-b1b1-0e1b88591a39/vfdvfd.jpg Work - OPTION B - Make it stand out The team constructed a Statement of Work encompassing the target audience, site's mission, objectives, pain points, UX must-haves, and deliverables. From our aggregate survey and analytics data, we focused on personalizing/customizing OptionB.Org's user experience to our target audience through new content hubs and a total resource audit (resulting in more relevant tags). Content outlines were then created and collectively iterated upon through live feedback sessions, developing into expanded copy docs. https://images.squarespace-cdn.com/content/v1/5ea5d0dad0582b1cc09f16bc/a99e3bcd-bc43-42ca-99bc-89573a497617/Wires5.png Work - OPTION B - Make it stand out We rendered these copy docs as digital sketches which, of course, became wireframes, enabling the team to stay agile. 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