FilmSlate is a streaming platform prototype focused on improving indie film discovery.
This project focused on improving onboarding conversion and early user activation by identifying friction in the onboarding journey and testing targeted improvements.
The Problem
The onboarding experience created significant friction in the early user journey, leading to drop-off during onboarding.
Key issues identified:
• Too many inputs required early in the journey • Value not visible before effort • Lack of personalised relevance during onboarding
Result:
• Onboarding completion rate of ~32%, indicating significant drop-off during the early user journey
Analysis
I analysed the onboarding funnel:
Sign-up → Preferences → Recommendations → First interaction
Key findings:
• Highest drop-off occurred at the preference stage • Users hesitated when asked for too much information upfront • Users did not see value early enough to continue
Key Decision
To improve conversion, I focused on reducing friction and increasing perceived value early in the experience.
Approach
• Simplified onboarding flow by reducing initial inputs
• Introduced earlier content visibility to demonstrate value
• Applied progressive data collection instead of upfront input
• Designed and tested onboarding variations using usability testing and experiment scenarios
Impact
• Identified opportunity to improve onboarding conversion from 32% to 40%
• Defined key metrics: conversion rate, onboarding completion, early engagement
• Established a structured experimentation approach for future optimisation
Key Learnings
• Reducing early friction increases conversion
• Showing value early improves activation
• Small, targeted changes can significantly improve product performance
Product Flows & Key Improvements
Next Steps
Further product flows, experiments, and detailed artefacts available on request.