Smugmug
onboarding

My team revamped the onboarding process for SmugMug’s trial photographers. This redesign resulted in a significant improvement, with the conversion rate skyrocketing from 4% to 12% 🎉. I spearheaded the Growth product team’s inaugural 5-day design sprint, leading our team in tackling the onboarding experience. Collaborating closely with photographers, product managers, engineers, and customer support heroes, we crafted a new onboarding experience, clarified our team’s objectives, and honed our collaborative skills.

Building on our initial success, we refined the designs and gathered valuable feedback through usability testing. Since the onboarding experience is a pivotal touchpoint for photographers and has substantial business implications for the company’s bottom line, we ensured its continued success by refining the designs and conducting a second round of usability testing. The results were remarkable, with all participants reporting no issues with the new onboarding experience.

Confident in our progress, we launched our brand-new onboarding experience, empowering trial photographers to swiftly and effortlessly create their first portfolio websites, regardless of their web design expertise. This innovative approach led to a remarkable increase in the trial-to-paid conversion rate, soaring from 4% to 12%.