LeadDelta is a CRM for professional connections used by teams and individuals to manage their contact book. It is used by over 36,000 users and over 100 organizations.
<aside> ✨ While leading the initiative, I worked on user research, user experience, user interface, prototyping, and testing for the final launch. I worked closely with the sales and engineering teams to identify the most effective solution.
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TIMELINE
2 months
TOOL BOX
Figma, Procreate, Linear
MY ROLE
end-to-end product design
Our ticket taxonomy, funnel analysis, session replays, and a series of user calls surfaced three primary issues blocking activation:
<aside> ❌ Before onboarding, we leaked users: ≈7% of web-to-trial users dropped off at handoff.
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<aside> ❌
Among those who started onboarding, 53% failed to complete the “LinkedIn checkup” step, driving the sharpest exits. Users hesitated to install/authorize before seeing value, especially on managed devices.
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<aside> ❌
The “Create your workspace” step compounded abandonment (part of the >50% non-completion above) by adding setup overhead without a clear definition of “done,” reinforcing the perception that onboarding was overly extended and not leading quickly to a first success.
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It was challenging to know where to start. I needed to identify why users were churning and which steps were causing the most issues. I wanted to meet user needs while also aligning with our business goals. Redesigning the onboarding process is the most challenging and demanding of all flows.