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Overview
Improved the onboarding by addressing clarity, strengthening parent trust, and raising completion by 75%.
Improved the onboarding by addressing clarity, strengthening parent trust, and raising completion by 75%.
Improved the onboarding by addressing clarity, strengthening parent trust, and raising completion by 75%.
Problem
Confusing screens created frustration and early exits. Parents lost trust in the learning experience.
Goal
Design an onboarding that is simple, helpful, and builds parents’ trust — aligned with SKIDOS’ mission inclusive design.
Onboarding Completion Rate
Onboarding Completion Rate
Onboarding Completion Rate
↑ 75%
↑ 75%
↑ 75%
Drop-off rate
Drop-off rate
Drop-off rate
↓ 55%
↓ 55%
↓ 55%
Registration to Trial
Registration to Trial
Registration to Trial
↑ 70%
↑ 70%
↑ 70%
Neurodivergent
(Trial to Subscription)
Neurodivergent
(Trial to Subscription)
Neurodivergent
(Trial to Subscription)
↑ 38%
↑ 38%
↑ 38%
New Design
Old Design
New Design
Old Design
New Design
Old Design
RT3 - Role, Team, Tools & Timeline
Partnered across teams from identifying problems to designing, testing, and iterating. The ongoing feedback loop made a clear impact.
Partnered across teams from identifying problems to designing, testing, and iterating. The ongoing feedback loop made a clear impact.
Partnered across teams from identifying problems to designing, testing, and iterating. The ongoing feedback loop made a clear impact.
It was my SKIDOS second-big project, where I owned the full design process—from research and ideation to prototyping, testing, and delivery.
Worked closely with PMs to align user needs with business goals and ensure every touchpoint felt intentional.
Partnered with engineers to turn concepts into scalable solutions and iterate around technical constraints.
Ran user tests on users with the PM and collaborated with the data analytics engineer to know user behaviour for better impactful product.
Built the foundation for upcoming personalisation, inclusive design and scaleable product that supports 14+ different languages driving clear improvements in engagement.
12 Sprint breakdown
Problem
High onboarding drop-off and low completion rates were reducing early trust and increasing CAC.
visual representation**
Onboarding flow is bloated with 15+ confusing, non-progressive screens.
Layout and interactions create cognitive overload instead of guiding decisions.
Visual style targets kids, completely misaligned with the parent-focused buyer.
UX copy is weak, unclear, and fails to communicate value or next steps.
Overall CX lacks coherence, structure, and storytelling, making the experience forgettable and frustrating.
Conversion & Acquisition: Long, repetitive onboarding caused heavy drop-off before paywall, driving up CAC.
Engagement & LTV: Poor hierarchy and look-alike screens killed progress clarity, lowering completion and LTV.
Trust & Churn: Confusing pricing and unclear opt-ins eroded trust, increasing churn and refunds.
Value & Differentiation: Weak early value messaging led to low paid conversion and a forgettable first-time experience.
Research & A/B Testing
Ran secondary research and A/B tests to validate a human-centered, habit-focused approach.
Ran secondary research and A/B tests to validate a human-centered, habit-focused approach.
Ran secondary research and A/B tests to validate a human-centered, habit-focused approach.
Subscription Screen
Subscription Screen
Subscription Screen
Experiment
Experiment
Experiment
removal of unnecessary image and quarterly plan. added monthly plan split wise in annual plan for better understanding and visibility. added clear cta with action based ux copy.
removal of unnecessary image and quarterly plan. added monthly plan split wise in annual plan for better understanding and visibility. added clear cta with action based ux copy.
removal of unnecessary image and quarterly plan. added monthly plan split wise in annual plan for better understanding and visibility. added clear cta with action based ux copy.
Result
Result
Result
the result was positive. decrease in monthly plan acquisition. these changes lead parents selecting annual plan.
the result was positive. decrease in monthly plan acquisition. these changes lead parents selecting annual plan.
the result was positive. decrease in monthly plan acquisition. these changes lead parents selecting annual plan.
30% increase in user choosing a annual plan
30% increase in user choosing a annual plan
30% increase in user choosing a annual plan
Email Screen
Email Screen
Email Screen
Experiment
Experiment
Experiment
removal of unnecessary information and carousel. clearly point out the benefits of providing email (values). re-position of email input for better reach with thumb.
removal of unnecessary information and carousel. clearly point out the benefits of providing email (values). re-position of email input for better reach with thumb.
removal of unnecessary information and carousel. clearly point out the benefits of providing email (values). re-position of email input for better reach with thumb.
Result
Result
Result
the hypothesis proved wrong.
the hypothesis proved wrong.
the hypothesis proved wrong.
5% decrease in submission rate
5% decrease in submission rate
5% decrease in submission rate
Personalised Screen
Personalised Screen
Personalised Screen
Experiment
Experiment
Experiment
removal of scroll category that hiding 50% of our content. added clear difference in active and in-active states.
removal of scroll category that hiding 50% of our content. added clear difference in active and in-active states.
removal of scroll category that hiding 50% of our content. added clear difference in active and in-active states.
Result
Result
Result
the result was same no change of users selecting more then 2 category
the result was same no change of users selecting more then 2 category
the result was same no change of users selecting more then 2 category
zero change seen
zero change seen
zero change seen
Age Screen
Age Screen
Age Screen
Experiment
Experiment
Experiment
reducing the friction of opening and then selecting the age is causing major drops remove that. removed the auto selected age.
reducing the friction of opening and then selecting the age is causing major drops remove that. removed the auto selected age.
reducing the friction of opening and then selecting the age is causing major drops remove that. removed the auto selected age.
Result
Result
Result
the result was positive. there is a increase in user selecting the age and then auto transition to next screen.
the result was positive. there is a increase in user selecting the age and then auto transition to next screen.
the result was positive. there is a increase in user selecting the age and then auto transition to next screen.
increment in parents selecting other ages group
increment in parents selecting other ages group
increment in parents selecting other ages group
Key Challenge
What Stops a Smooth and Trusted Parent Experience
What Stops a Smooth and Trusted Parent Experience
What Stops a Smooth and Trusted Parent Experience
Key take aways from historic data, business roadmap and user behaviour
Reduce screens without losing clarity and make the flow welcoming for a broader audience.
Build a scalable, future-ready onboarding system instead of a fixed linear sequence.
Enable tech-level A/B testing for rapid variations in images, copy, and layout.
Improve performance on a flow already loading in 5–7 seconds.
Deliver fully responsive layouts across 1920×1080 to 414×896.
Support localization for 14 languages with flexible layouts and hierarchy.
Add animations and delight without hurting accessibility or performance that aligns with the new brand guidelines.
Shift the target from kids + parents to parents only, while keeping the UI kid-friendly.
Design Principles
These were the key “aha” moments — the turning points that pushed us to shift our design direction.
These were the key “aha” moments — the turning points that pushed us to shift our design direction.
These were the key “aha” moments — the turning points that pushed us to shift our design direction.
Shifting TG
Shifting TG
Shifting TG
The “AHA” moment for us where kids couldn’t complete the onboarding, based on play-testing. This small insight helped us rethink about our product from scratch. We shifted the TG to parents only, reducing drop-off risk and improving task completion.
The “AHA” moment for us where kids couldn’t complete the onboarding, based on play-testing. This small insight helped us rethink about our product from scratch. We shifted the TG to parents only, reducing drop-off risk and improving task completion.
The “AHA” moment for us where kids couldn’t complete the onboarding, based on play-testing. This small insight helped us rethink about our product from scratch. We shifted the TG to parents only, reducing drop-off risk and improving task completion.
✅ One at a time
✅ One at a time
✅ One at a time
❌ Multiple Inputs
❌ Multiple Inputs
❌ Multiple Inputs
Reduce Cognitive overload
Reduce Cognitive overload
Reduce Cognitive overload
User testing + analytics showed a 27–32% error spike when multiple decisions appeared at once. We moved to a single-input, step-by-step flow, lowering cognitive load and error rates.
User testing + analytics showed a 27–32% error spike when multiple decisions appeared at once. We moved to a single-input, step-by-step flow, lowering cognitive load and error rates.
User testing + analytics showed a 27–32% error spike when multiple decisions appeared at once. We moved to a single-input, step-by-step flow, lowering cognitive load and error rates.
SKIDOS 2.0
SKIDOS 2.0
SKIDOS 2.0
New Brand Guideline
New Brand Guideline
New Brand Guideline
Rebranding with Baits where survey forum insights revealed a new audience with special learning needs, highlighting the need for a more welcoming, inclusive onboarding.
Rebranding with Baits where survey forum insights revealed a new audience with special learning needs, highlighting the need for a more welcoming, inclusive onboarding.
Rebranding with Baits where survey forum insights revealed a new audience with special learning needs, highlighting the need for a more welcoming, inclusive onboarding.
Scaleable System
Scaleable System
Scaleable System
With new global IPs and brand partnerships coming in, the product needed a premium, scalable, value-led onboarding that builds trust from the first interaction.
With new global IPs and brand partnerships coming in, the product needed a premium, scalable, value-led onboarding that builds trust from the first interaction.
With new global IPs and brand partnerships coming in, the product needed a premium, scalable, value-led onboarding that builds trust from the first interaction.
Solution
Reducing Onboarding Drop-Off by Designing a Trust-Driven, Accessible Experience for Parents
Reducing Onboarding Drop-Off by Designing a Trust-Driven, Accessible Experience for Parents
Reducing Onboarding Drop-Off by Designing a Trust-Driven, Accessible Experience for Parents
Get Started
Our revised onboarding screen transforms this journey, making every moment count for kids and their guardians. Here, the solution is the hero: a vibrant, welcoming interface engineered for curiosity, clarity, and conversion.
before
before
before
Clean Visuals
Clean Visuals
Clean Visuals
Clear hierarchy
Clear hierarchy
Clear hierarchy
AA+ contrast ratio
AA+ contrast ratio
AA+ contrast ratio
Welcoming UX copy
Welcoming UX copy
Welcoming UX copy
New Branding
New Branding
New Branding
Progress bar
Progress bar
Progress bar
after
after
after
Player Creation
Redesigned the flow to feel personal from the start — beginning with an inclusive avatar, then moving into name and age. Micro animations, SFX, and VFX reassuring for parents.
A simple “Why do we need this?” boosted trust by explaining how each detail improves the child’s experience.
before
before
before
after
after
after
Clear header
Clear header
Clear header
Trust Builder
Trust Builder
Trust Builder
Inclusive choices
Inclusive choices
Inclusive choices
High Visibility
High Visibility
High Visibility
after
after
after
Input continuity
Input continuity
Input continuity
after
after
after
before
before
before
One tap input
One tap input
One tap input
Personalised
onboarding
Personalised
onboarding
Personalised
onboarding
No CTA
No CTA
No CTA
Clear contrast
Clear contrast
Clear contrast
after
after
after
Personalisation
Personalisation now reflects SKIDOS’s commitment to inclusive, tailored learning.
Instead of a generic subject picker, the new flow acknowledges neurodivergent needs and individual interests—making every learner feel seen and supported.
before
before
before
before
before
before
after
after
after
Guided Choice
Guided Choice
Guided Choice
User centric design
User centric design
User centric design
after
after
after
Interest Personalisation
Interest Personalisation
Interest Personalisation
Choice Diversity
Choice Diversity
Choice Diversity
after
after
after
Clear hierarchy
Clear hierarchy
Clear hierarchy
Detailed Labelling
Detailed Labelling
Detailed Labelling
Parents were dropping off hard at this step. They didn’t understand why we needed their email, the UI felt cramped, and the value of signing up wasn’t obvious.
So the redesign focused on one goal: make parents feel safe, informed, and motivated enough to continue.
before
before
before
Thumb-zone input
Thumb-zone input
Thumb-zone input
Emotional context
Emotional context
Emotional context
Benefit first
Benefit first
Benefit first
after
after
after
Subscription
We streamlined the subscription flow by removing the least-used plan, adding a clear Free vs. Premium comparison, showing the monthly cost of the annual plan, and pre-selecting the yearly option.
The result: clearer choices, higher trust, stronger conversion — and a solid lift in annual revenue and retention.
before
before
before
No payment now
No payment now
No payment now
Primary Highlight
Primary Highlight
Primary Highlight
Transparent
difference
Transparent
difference
Transparent
difference
Easy switch
Easy switch
Easy switch
after
after
after
Results
Measuring the Impact of the New Onboarding Experience
Measuring the Impact of the New Onboarding Experience
Measuring the Impact of the New Onboarding Experience
Onboarding
Completion Rate
↑ 75%
Drop-Off Rate
(Overall)
↓ 55%
Drop Off Rate
(Email Screen)
28%
Registration to Trial
↑ 70%
Neurodivergent
(Trial to Subscription)
↑ 38%
Kids Onboarding
(Trial to Subscription)
4%
Activation Rate
↑ 166%
visual representation**
Reflection & Learnings
Key Learnings From Rebuilding Onboarding From the Ground Up
Key Learnings From Rebuilding Onboarding From the Ground Up
Key Learnings From Rebuilding Onboarding From the Ground Up
The project began with a clear signal: the onboarding funnel was sinking across every metric. Early research and A/B tests made it obvious the issues were structural — not something a few tweaks could fix. A full redesign was the only logical move.
As the sole designer, I had to stretch fast. I learned Unity from scratch, coordinated global user testing, navigated a messy dev handoff, and balanced new brand guidelines with tight technical constraints. Working across time zones exposed process gaps, forced faster decision-making, and sharpened how I negotiate requirements and align stakeholders.
The collaboration payoff was huge. Positive editorial feedback from Apple validated the new direction early on. Later, partnering with a former LEGO senior designer and an ex-Apple accessibility consultant pushed my understanding of accessible, system-level design far beyond what I’d done before.
The biggest shift came in how I work: no more assumption-led decisions. I now validate early, prototype quickly, test with real users, and anchor every visual choice in actual behavior. This project didn’t just improve the product — it fundamentally changed how I design.
✌🏻