RiseUp Visit-
to-Reg flow
case study:
Background
RiseUp was scaling up advertising, which created a need to optimize the visit-to-registration flow. We were seeing around 100,000 visitors a day to all our assets, with a conversion rate averaging 10%.
As a behavior-change product (much like diet or fitness apps) our research into similar products showed that the registration process needed to feel more personal and user-specific to drive commitment.
Our hypothesis:
By customizing the registration flow based on each user's specific job-to-be-done, we could create stronger product-market fit from the first interaction and improve conversion rates.
An internal activation survey helped us identify the primary jobs-to-be-done driving users to RiseUp.
Strategy:
We created three distinct flows based on the most common motivations we identified, all branching from an initial question: "What brings you here?"
Design Strategy:
The existing flow consisted of static screens requiring a "Continue" tap on each page.
My main decision was to transform it into a story-based flow that would progress automatically, while keeping friction at key points to ensure users remained engaged.
Additionally, We created animations for every screen with a general movement “forward” -pulling users through the flow.
Following the 2023 rebrand, the flow was updated to match the new design language. Here's the current version:
Impact and Learning
The segmented flow improved visit-to-reg conversion by 12%.
Over 9 months of continuous optimization - including creating variations for different ad campaigns and re-marketing audiences -we increased visit-to-reg conversion from 11.2% to 14%.
