2021
Flat Tummy Fitness Signup
An end-to-end signup workflow designed to make onboarding clearer, lighter, and easier to complete across desktop and mobile.
Problem
Reduce friction in the signup journey and make the path from landing page intent to account creation easier to understand on both desktop and mobile.
What shipped
Shipped a simplified two-step responsive signup flow with clearer hierarchy, fewer decisions per screen, and better continuity between acquisition and onboarding.
How impact was measured
Success was measured through funnel completion, step-level drop-off, device split, and qualitative support signals after launch.
Approach
- Mapped the acquisition-to-account journey to identify where intent was being lost between landing page messaging, form fields, and next-step expectations.
- Reduced the flow to the clearest possible sequence so each screen only asked for the information needed at that moment.
- Designed the workflow responsively from the start so hierarchy, progress cues, and trust signals held up on smaller devices.
What I designed
- A step-based onboarding pattern with clearer progress, fewer competing actions, and stronger emphasis on the primary next move.
- Form layouts, copy hierarchy, and error-state thinking that made account creation feel more trustworthy and easier to scan.
- Desktop and mobile variants so the same flow logic translated cleanly across campaign entry points.
Testing
- Reviewed the workflow with stakeholders against acquisition goals and common user objections before locking the UI.
- Checked the screens responsively to make sure spacing, tap targets, and field clarity stayed solid across breakpoints.
- Used launch measurement around completion rate and step drop-off to validate whether the simplified flow was reducing friction.
What shipped
- A production-ready two-step signup experience aligned to the Flat Tummy Fitness brand.
- Updated hierarchy, copy structure, and responsive form patterns for the key onboarding screens.
- A clearer handoff from landing-page intent into account setup.
Impact
- The work created a cleaner onboarding path that could be monitored in the funnel instead of treated as a single opaque conversion event.
- It gave the team a clearer basis for iteration by tying design decisions to measurable checkpoints such as completion rate, device performance, and support feedback.