LEAF Flow
The acquisition flow was converting users. Just not the right ones.
The problem
Inherited, fragmented, no clear owner
Users weren't segmented by intent and the architecture couldn't scale across funnels or paid campaigns. Also the experience could be improved.
The decision
Add steps, make it scalable
Instead of simplifying, I added steps and segmented information by context so each step could activate per use case. More complex to build, scalable from day one.
The result
+42% lead-to-customer in 89 days
Lead quality improved over volume. The same system now powers other funnels across the business.
Challenge
A user-centred redesign of the acquisition funnel
The existing flow lacked content, trust-building, and clarity around user intent and urgency. While thousands of users signed up daily, many were poor qualified, making it difficult for account managers to convert them into paying customers.
Impact
Move lead metrics
After 88 days of A/B testing, the redesigned flow delivered: (exact figures omitted due to NDA)
While the completion rate dropped 10%, lead quality and engagement improved significantly, validating that the new flow attracted better users, not just more of them.
What I did
A modular journey, tailored to user needs and business goals
I started by mapping the full existing funnel, not the intended one, the real one. Through competitor analysis and qualitative sessions, I identified three core friction points: lack of context early in the flow, generic questions that did not help users self-select, and a confirmation experience that left people unsure what happened next.
- Introduced labelled selection cards to reduce cognitive load
- Removed unnecessary "Continue" actions on selectable components
- Added product benefits and social proof to increase trust
- Designed four personalised confirmation pages to clearly communicate next steps
Learnings
What I learned from users
Quality beats quantity
Asking the right questions early filters the best leads, even if fewer people complete the flow.
Personalisation builds trust
Dynamic copy and a right-hearted tone made users feel seen, not processed.
