My Role:
Lead Product Designer
& Product Design Manager
My Role
UI Design
UX Design
On Deck was a US-based community and education platform that fused content, events, education, community and networking.
The design team’s projects spanned multiple workstreams, solving problems around onboarding, engagement, profile freshness, and retention.
Profile Page Re-design & Upgrade Flow
Flower Journal
Engagement data from Mixpanel and in-person interviews revealed that our profile page had lost its utility. Users struggled to distinguish active members from inactive ones, which eroded confidence and deterred them from reaching out to peers.
The existing Bloom & Wild blog was proving not fit for purpose. Less than 1% of visitors to the site included a blog page in their journey and of those that landed on a blog page the conversion rate was very low.
In addition there were problems with the design — modules were not adapting well to different viewport sizes, and the design did not feel as premium and considered as the content it was housing.
The existing survey creation flow had become bloated. Months and month of squeezing in extra functionality here and there meant that the existing design was overcrowded and unable to accommodate upcoming features.
After looking at the data, (quantitative insight from Mixpanel, plus user sessions from FullStory) and talking to internal stakeholders from marketing to development, it became clear there were some common areas of concern.
Furthermore, rapid growth and multiple iterations of the onboarding process resulted in fragmented data. Profiles held inconsistent information depending on when a user joined the platform. Designing the new page required a careful balance of product requirements, backend data alignment, and intuitive information architecture.
The addition of an activity feed served as social proof of a user's presence. It fostered a sense of ownership for the profile holder and created a secondary entry point for content discovery.
Upgrade Flow
Beyond the visual redesign, we needed a strategy to migrate users to the new data structure. Since legacy profiles often lacked key information, a 'one-size-fits-all' update request would have caused too much friction.
We developed a segmented upgrade flow based on three factors: initial data depth, platform engagement, and profile recency. This allowed us to tailor the experience for each cohort—customizing the outreach channel, the incentives, and the specific steps required to update their profile.
View another project
On DeckProject type
My ProcessProject type
New CoProduct Design & Art Direction
Bloom & WildProduct Design
AttestProduct Design
MR PORTERProduct Design
ASOSProduct Design