What I set out to do
Registration, resume upload, re-engagement email, and checkout had been optimized separately by different teams. People dropped out between them, ignored prompts, or abandoned upgrades because the journey did not preserve progress or make the next step clear.
I owned registration, resume upload, and re-engagement, and partnered with product and engineering on checkout. We shortened the path into the product, made interrupted work recoverable, and gave people a clearer reason to return.
- Role
- Product Designer; owned registration, resume upload and re-engagement flows
- Timeline
- 2018 · 10 months · iterative sprints · delivered to launch
- Team
- Product, engineering and marketing/CRM, in close partnership on email and data
- Tools
- Figma
- Status
- Live; results measured at launch
60%
Reduction in sign-up drop-off
+45%
Increase in resume-upload completion
22.3%
Email open rate, 48% above benchmark
How we got there
Treat the funnel as one journey
Registration, resume upload, email, and checkout were owned by different teams. I mapped them as one journey and defined the next action at each handoff, prioritizing continuity over optimizing each screen in isolation.
Preserve progress across handoffs
People entered from web, mobile, and email and often returned in the middle of a task. I designed success, interruption, and return states so account and resume progress survived when someone left, encountered an error, or changed surfaces.
Show value before asking for commitment
Instead of asking people to return or subscribe on promise alone, we showed the value first: personalized resume insights in email and clear plan details before payment. Every call to action gave people a reason to take the next step.
Turning disconnected touchpoints into one journey
01 / Registration + Onboarding
Registration + Onboarding
Problem
Registration ended before people reached the product’s value, and returning users had no clear way to continue.
Exploration
Trimmed entry steps, simplified the form, and added progress indicators to keep momentum.
Outcome
A shorter, recoverable path moved more new members from account creation into resume upload.
02 / Re-engagement
Re-engagement
Problem
Marketing emails asked people to return without giving them a useful reason to come back.
Exploration
Designed the Resume Performance Report with tailored insights, a simpler layout, and one button back to the dashboard.
Outcome
The Resume Performance Report turned the email into a useful product moment and a direct route back to the dashboard.
03 / Checkout + Subscription
Checkout + Subscription
Problem
Plan details, validation, and reassurance appeared too late, creating uncertainty at the point of payment.
Exploration
Working with product and engineering, I put plan details next to the button, reduced the number of fields, and added inline validation and reassurance copy.
Outcome
Clear plan details and inline validation removed uncertainty before payment.
Designing for what goes right and wrong at each step
Register
- Success
Account created → Guided directly to resume upload
- Recovery
Registration abandoned → Resume progress saved on return
Upload Resume
- Success
Upload complete → Personalized dashboard unlocked
- Recovery
Upload interrupted → Retry prompt surfaced
Re-engage (Email)
- Success
User opens Resume Performance Report → Returns to dashboard
- Recovery
Email ignored → Automated follow-up reminder triggered
Checkout
- Success
Payment completed → Subscription activated
- Recovery
Payment failed → Plan retained and inline retry shown
If you’re interested in working with me, please contact sincerelyjorge@gmail.com.
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