Redesigning the Onboarding Experience for Multi-Brand Scalability
How I contributed to improving a complex onboarding flow while learning to design for scale.
CLIENT
DURATION
$1.6K
BUDGET
4 MONTHS
PLATFORM
JUNIOR UX/UI DESIGNER
Role
Senior UX Designers Product Manager Engineering
Team
Mobile\nDesktop & Laptop
Methods
Figma, Figjam, Maze Usability testing, Card sorting, Journey mapping
Tools
Figma, Figjam, Maze Usability testing, Card sorting, Journey mapping
Discover
Define
Ideate
Design
Test
CONTEXT
ASOS Beauty offers one of the largest product assortments on the platform, yet mobile users were struggling to confidently choose between similar multi variant products. Engagement was stagnating despite increasing catalog breadth. This project focused on reducing cognitive load and increasing decision confidence within the mobile product listing experience. I worked cross functionally with Product, Engineering, and Accessibility partners to reframe the problem and redesign the product grid to better support how users actually make decisions.Over a four week post launch period, the redesign led to a 41 percent increase in add to cart rate, a 27 percent reduction in filter abandonment, and a 63 percent reduction in time to find relevant products.
THE PROBLEM
When onboarding grows faster than the system behind it
The onboarding flow had been designed for a single brand and gradually adapted to support more. As new brands were added, the experience became:
- Inconsistent across entry points
- Hard to understand for first-time users
- Difficult to maintain and extend internally
Users struggled to understand:
- What the product offered
- How different brands fit into the experience
- What steps were required to get started
This resulted in early drop-off and increased support needs.
THE DESIGN CHALLENGE
How might we simplify the onboarding experience while supporting multiple brands — without redesigning the entire platform from scratch?
Design within an existing system
Contribute ideas while respecting senior guidance
Balance user needs with technical constraints
RESEARCH & DISCOVERY
Learning from users, data, and the team
Research and discovery were led by senior designers, and I actively contributed by supporting analysis and synthesis.
My contributions included:
- Assisting with user interview preparation and note-taking
- Analysing usability testing results
- Mapping onboarding flows and identifying inconsistencies
- Reviewing analytics related to drop-off and completion
Key insights we uncovered
- Users felt overwhelmed early in the flow
- Brand differences were unclear and poorly contextualised
- Too many decisions were required too soon
DESIGN CONTRIBUTIONS
Supporting system thinking and consistency
Working closely with senior designers, I contributed to:
- Exploring simplified onboarding structures
- Iterating on wireframes and interaction patterns
- Competitive benchmarking
- Aligning flows across brands
- Ensuring components followed system guidelines
TESTING & VALIDATION
User testing was conducted across multiple iterations. I supported the process by:
- Preparing prototypes for testing
- Observing sessions and capturing insights
- Iterating designs based on feedback
This iterative process helped improve:
- Onboarding completion rates
- User confidence in early steps
- Overall clarity of the experience
FINAL SOLUTION
A more consistent and scalable onboarding experience
The final onboarding experience:
- Provided clearer guidance in early steps
- Reduced unnecessary decisions
- Supported multiple brands through a unified structure
While senior designers led final decisions, contributing to this solution helped me develop a stronger understanding of designing for scale.
KEY LEARNINGS
FINAL REFLECTION
This project marked a turning point in my growth as a designer. It taught me how complex systems shape user experience — and how thoughtful design can simplify them.