Increase Day 7 Retention
Demonstrate compelling reasons for users to return
WASD Onboarding Redesign
WASD.TV is a live streaming platform within the MTS ecosystem, targeting gaming audiences. I redesigned the onboarding process into a comprehensive user activation and retention system aimed at reducing Time-to-Value and minimizing early user churn.
The platform attracted users but struggled to retain them during initial sessions. Users failed to grasp WASD's core benefits. The first screen lacked relevant content, the feed appeared empty or random, XP was perceived as a complex and unnecessary feature, and support was overwhelmed with basic inquiries. Consequently, costly traffic was lost at the activation stage.
The solution involved transforming onboarding into an activation and retention system that enables users to quickly realize product value, develop a habit of returning, and engage more deeply with key platform features.
The redesigned onboarding aims to help users rapidly discover product value, foster habitual use, and boost engagement with essential platform mechanics.
Business Objectives
Accelerate Time-to-Value
Deliver relevant content more efficiently
Enhance Feature Adoption
Drive increased usage of related services
Research Insights
Users do not reach product value
Initial product interactions failed to communicate the platform's advantages. Users struggled to find relevant content or distinguish WASD from competitors.
Onboarding lacks user-level differentiation
All users experienced the same onboarding regardless of context or behavior, limiting gradual mastery of the product.
Features are introduced at inappropriate times
Subscriptions, notifications, XP, and other mechanics existed but were not presented when users were ready to engage with them.
Based on research, I designed a user activation system that, following Progressive Disclosure principles, gradually educates, engages, and guides users toward key actions when they are most receptive.
Personalized First Session
Post-registration, users lacked understanding of platform value and struggled to find relevant content.
We identify user interests early to tailor content from the first session.
Introducing XP from First Login
Users did not understand the purpose or value of the internal currency.
We credit a starting XP balance immediately after registration.
Results
The onboarding redesign shifts user behavior from passive browsing to targeted actions such as discovering relevant content, subscribing, enabling notifications, and engaging with XP mechanics.
D1/D7 Retention
Personalization shortens the path to meaningful user interactions.
Feature Adoption
XP and quests drive increased usage of core platform features.
Time to Value
Contextual onboarding simplifies user mastery of the platform.
Special thanks to Design Lead Vera Bondareva for her invaluable guidance and support, especially early in my career.
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