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.
The project team consisted of a PM, a campaign manager, and a copywriter.
I led the design and was a strategic partner on the project.
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.
Strategy:
An internal activation survey helped us identify the primary jobs-to-be-done driving users to RiseUp.
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.
answers for ״my household includes… question: Only me / me and a partner / I have kids
Illustration for: create and track any category (pets, children's activities, beauty…)
Additionally, we created animations for every screen with a general movement “forward” -pulling users through the flow.
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Screens from the “control expenses” segment:
See all your income and expenses in one place. See how much you have left to spend. Get reminders to help you stay on track.
Easily track expenses by category
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Screens from the “make ends meet” segment: Understand your cash flow: income vs. expenses / Consult whenever you want / start making ends meet.
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Screens from the “save for a goal” segment:
Save a different amount each mont, according to your cashflow. With savings that adapt to your life, you can save more each month.
Following the 2023 rebrand, the flow was updated to match the new design language. Here's the current version:
Easily track expenses by category
The average household income is: under 14K NIS / over 14K NIS / none
Consult with our experts whenever you want
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%.
We help tens of thousands of people get their money in order.