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Increased new user conversion by separating authentication and account creation

Removing the highest drop-off step in the onboarding funnel.

The redesigned Splash onboarding screen, asking only for first name, last name, and email address before continuing an application.

Increased first-time visitor conversion by challenging the status quo and separating user account creation from application creation. I led a redesign of the crucial first pages of our application that followed a single principle: get the user to their offer as soon as possible.

Through careful partnership with design and engineering, I changed the account-creation step from a roadblock at the top of our funnel to a series of small steps users completed as they progressed through the application and finished verification.

Company
Splash
Role
Product Manager
Timeline
1 month from design to launch1 month A/B test