Activation that drives growth: how Carminga's new onboarding increased activation by 28%
- Company
- Carminga
- Role
- Product Designer
- Year
- 2021
- Status
- Shipped
- Team
- Product, Engineering
The problem
Carminga's onboarding created friction during account creation and identity verification. The flow asked for too much upfront with no clear sense of next steps, so users abandoned before completing verification or booking their first vehicle.
The solution
I shortened the process and improved clarity: fewer form fields, grouped related actions, transparent progress feedback, and identity verification repositioned to happen naturally after signup but before the first booking.
Process
- 01
Research
Analyzed competitor onboarding patterns with tools like Mobbin to identify expected interaction models and friction points.
- 02
Flow redesign
Simplified the experience through field reduction, logical action grouping, and clearer progress indicators.
- 03
Testing & iteration
Released directly to production with close collaboration between design, product, and engineering to monitor metrics and feedback.
Results
- +28%
- activation rate (first month)
- −40%
- time-to-first-booking
- −35%
- onboarding drop-off