Onboarding Quiz Redesign
My Role
Product Design,
Research
Company
Dia & Co
Timeframe
3 Months
The Problem
Most users abandoned checkout after the quiz, and minor optimizations only slightly improved conversion.
Project Background
The quiz felt more like an intake form and wasn’t inspiring users to complete checkout.
Competitive Research
I analyzed quizzes for question flow, personalization, and tone, sharing insights with leadership.
Defining the Scope
Earlier tests showed customers value fit messaging, so we expanded on that to highlight our expertise.
Team Brainstorm
With an opportunity to take a bigger swing, we brainstormed with our cross-functional team to capture new ideas.
Click to enlarge
Design Sprint
We prototyped designs from brainstorm goals, prioritizing quick iterations and user feedback.
Usability Testing
We tested with 25 users, refining copy and UI based on feedback.
“This is cool! I feel like someone is actually listening.”
“I’ve never been asked those questions about my body before.”
Before
After
Results
Following the launch, the new quiz increased conversion rates by 55%.
Pattern Library Update
