Case Study Beta

Beta explores a mid-market platform struggling with fragmented user journeys and poor retention beyond the first 7 day window. Our audit surfaced three systemic issues: (1) feature discoverability was accidental, relying on support docs; (2) onboarding compressed too much cognitive load into the first session; (3) inconsistent visual hierarchy made core actions blend with tertiary links. We mapped behavioral funnels, then layered qualitative interviews to validate friction points. A critical insight: users were inventing their own workflows via spreadsheets because the in-app sequencing felt opaque. That became our north star—make progress tangible and reduce decision paralysis.

We introduced a progressive pathway UI that reveals depth only after shallow success, merged duplicate surfaces, and restructured navigation around verbs instead of product areas. Micro-metrics showed a 34% lift in task completion and a 19% drop in rage clicks (yes, we instrumented them). The refreshed information architecture also reduced average help-center visits per active user session from 1.8 to 0.6. Crucially, we avoided aesthetic overhaul for its own sake; every change had a traceable hypothesis tied to activation or retention.

Below is a short motion prototype used to validate sequencing in moderated sessions:

Future iterations will explore adaptive pacing: dynamically shortening or expanding guidance based on early interaction confidence signals (hover hesitation, backtracks, undo events). That experimentation backlog is sized and ready for the next sprint cycle.