PRODUCT DESIGNER
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I help companies to make their user's interaction experience fun and enjoyable while at the same time increase their ROI by implementing significant UX improvements.
I always strive for simple aesthetic solutions and usability. I love finding creative solutions, based on the outcome of in-depth research and data analysis.
Redesigning Onboarding at SE Ranking: Driving Activation, Conversion for 1M+ Users
My role
Boosting Activation at SE Ranking
Context
SE Ranking is an all-in-one SEO platform with 1M+ global users. Despite strong adoption, the company struggled to convert free trial users into paying customers and retain them beyond the first months.
Growth Lead (embedded in cross-functional squad: PM, 5 Engineers, 1 Designer, 1 Data Analyst)
I led research, design, and A/B test coordination
Problem
Most trial users never reached their Aha moment. They created a project but didn’t connect analytics or explore ranking insights — leading to drop-off before the trial ended. This meant users never experienced the product’s core value​
My goal
As a Senior Growth Designer, I led research and design to identify activation moments and redesign onboarding into a guided journey toward conversion and long-term retention.
The Challenge
Our core research questions:
Which tool activations drive conversion and retention across different user cohorts (Agencies vs SMBs, Freelancers)?
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What is the optimal frequency and timing of usage to define a “truly activated” user?
How can onboarding be redesigned to better surface these value-driving behaviors?
Research
Quantitative Research
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Dataset: 258,000 registered accounts between June 2023–Sept 2024, excluding internal and mobile
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Conversion rate: 3.7% (9,516 converted)
Quantitative Research
I analyzed 20+ onboarding calls and interviews with agencies and SMBs and conducted 10+ user testing sessions
Findings:​
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Analytics & Traffic: strongest driver for SMBs (+623% conversion uplift, 1.6% → 11.2%)
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Rankings: strongest for agencies (+342% uplift, 4.6% → 20.3%)
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Report Builder and Page SEO Checker: surprising retention impact despite lower activation
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Activation within 5–8 days of trial correlated most with conversion - not earlier, not later
Findings:​
Misaligned expectations: Agencies noted gaps between what the website promised (streamlined reporting, local SEO) and what they actually found in the app, which hurt perceived value
SMB users like Kaloutas often described the platform as “a lot at once” and needed clearer guidance on where to start.
Some users reported friction because projects and Local SEO locations felt disconnected, leading to uncertainty about how data was structured
We combined quantitative analysis of 258K users with interviews from agencies and SMBs. Data revealed that tool activation (Rankings, Analytics & Traffic, Report Builder) strongly correlated with conversion.
Interviews highlighted confusion around setup
Defining the Activation Journey
Set up
Successfully create a project
AHA moment
See first ranking insights or competitor comparisons.
HAbit
Return weekly to track rankings, sync citations, or generate reports.
Hypothesis
We believe that if trial users are guided to activate Rankings + Analytics and immediately see how they perform vs competitors within the first 7 days, they will convert to paid accounts at significantly higher rates.
Big idea: Onboarding should prioritize activation in 2–3 key tools tied to user goals. This drives early value realization without overwhelming users, while reinforcing long-term habits.
Prediction
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Seeing competitor benchmarks after Rankings setup will drive conversion uplift.
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Analytics + competitor comparisons will show fast ROI
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Time-to-Aha will drop by 3–4 days.
Metrics
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Trial-to-paid conversion rate (%)
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Tool activation rates (Rankings, Analytics & Traffic, Report Builder)
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Customer satisfactionat trial finish
Prototype
Result
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Trial-to-paid conversion:
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Guided activation flow: 8.9%
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Control (all tools at once): 3.7% → +140% relative lift
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Time-to-Convert shortened from 6.8 → 3.5 days.
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Qualitative impact: SMBs described onboarding as “much clearer” and “less overwhelming.”
Learnings
True activation = repeated use (5+ times), not one click.
Sequencing matters: early exposure to wrong tools hurt retention.
Staged onboarding beats full exposure → less overwhelm, more activation.