The Challenge
User drop-off during onboarding was high, with low sign-up conversion and minimal engagement with key features like Property Management System (PMS) integration and automated messaging.
Our goal was to streamline the onboarding flow and improve activation to drive early user value and retention.
Solution
We redesigned the onboarding flow with a clear, value-driven sign-up experience - simplifying steps, clarifying the core benefits, and seamlessly integrating PMS connection and message automation setup to drive early engagement and activation.
Impact
30%
In user acquisition
20%
In churn rate during onboarding
60%
In PMS and automated messaging adoption
Research
Online research was conducted to explore user behavior during sign-up processes and identify common friction points.
Additionally, a PMS research was carried, to uncover its data value to users.
Understanding The Value
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More Connections
Inspiration
Sign-up flows from various services were viewed to identify unique and innovative, trust-building, user friendly patterns.
Along with that, vacation rental sign-up flows were reviewed to become familiar with industry-specific terminology.
Fathom
AI-Powered Meeting Summaries
Airbnb
Online market place for vacation homestays
Key Insights
80%
Of users are one time visitors.
85%
Boost in conversion rates by adding a clear, concise value proposition to sign-up.
67%
Of users drop off during long or complex sign-up processes.
User Flow
The user sign-up process was shortened and simplified, with the addition of PMS integration and message automation.
Current Flow
Friction points:
Overloaded Property Details step causing cognitive load.
Missing PMS and message automation setup, delaying feature adoption.
New Flow
Enhancing Usability:
Enabled seamless SSO login and PMS integration to reduce friction
Minimized form fields in Property Details to lower cognitive load.
Micro-Copy
To strengthen clarity and drive engagement, we rewrote the product’s value proposition to be concise, direct, and benefit-led.
The microcopy throughout the sign-up flow was refined to highlight ease and speed, creating a stronger call to action.
We also integrated recognizable PMS partner names and user-centric language to build trust and reinforce credibility at key decision points.
Design
We redesigned the hosts' landing page to clearly communicate the product’s value proposition and highlight the tangible benefits for hosts.
Drawing inspiration from the bird logo, we introduced a mascot to create emotional resonance and establish a cohesive, recognizable visual identity.
Additionally, we integrated AI to automate property information retrieval, reducing manual effort and streamlining the onboarding experience.
