In this project, I led the end-to-end design optimization of zanadio’s homepage and registration funnel, addressing high drop-off rates in the registration flow and a significant bounce rate on the homepage. Leveraging user insight, I designed the homepage and registration funnel creating an intuitive and motivating journey for users.
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My Role
Product Designer
Team
Tobias Gerdes, PM
Johann Völzer, Frontend ,
Simon Kastner, PM
Mahgol Fathi, Backend
Edan Tal, Frontend
Kathinka Weitzel, PMM
The Challenge
For many of our potential users, the first interaction with zanadio homepage and registration funnel ended almost as quickly as it began.. According to data on Amplitude, 25% of users dropped off after the very first step of the signup flow, signaling early friction in the process.
At the same time, the homepage was underperforming with a bounce rate of over 35% and a high cost per acquisition, meaning many potential users left without ever engaging further. Instead of a smooth path from visitor to signup, the experience caused frustration and unnecessary churn. This revealed a clear need to optimize both the registration funnel and the homepage to reduce drop-offs, communicate value to users more effectively, and guide visitors seamlessly into the zanadio app.
Research & Discovery
To begin, I conducted a deep dive into zanadio’s homepage and registration funnel to uncover how the current experience was performing and where users were running into challenges. This started with a comprehensive audit of the flow, mapping out each step in the funnel alongside the homepage journey using Miro. I analyzed usability issues, structural gaps, and points of friction to better understand why users were not taking the expected actions, why they were leaving the homepage without engaging further and why they were dropping off early in the registration form.
To complement the analysis on the old registration funnel, I leveraged Amplitude to track behavioral data across the funnel. By studying events such as bounce rates, drop-offs, and step completions, I was able to quantify where the largest losses were happening. For instance, 25% of users abandoned the process after the first registration step, while the homepage saw a 35%+ bounce rate. I documented these findings based on challenges, introduced initiatives and possible hypothesis that could tackle the problem. This created a clear picture of the barriers users were facing and provided a strong foundation for a user centric design.
User Interviews:Insights and Uncovering Pain Points
To better understand the challenges within Zanadio’s registration funnel and zanadio homepage, I conducted qualitative interviews with potential users and existing Zanadio participants who had either struggled with registration or dropped off during the process.
The goal of these conversations was to validate assumptions, uncover pain points, and capture the emotional and practical barriers users faced when trying to get started. Through these sessions, I was able to identify recurring themes around friction in the registration flow, lack of clarity on prescriptions etc.
Many users who wanted to start with Zanadio drop off when they realize they need a prescription and were unsure about how to get one.
Insight #1
Users with different needs often felt confused or had to complete unnecessary steps, leading to frustration and abandonment.
Insight #2
Feedback showed that trust played a critical role in decision-making. Users were more likely to hesitate or abandon the funnel if they did not feel confident in the credibility of the program.
Insight #3
Design Solutions
Based on the insights gathered from Amplitude and user interviews, we saw a recurring gap in the journey: many users who wanted to start with Zanadio didn’t know where to begin to get a prescription, other users received a prescription but never submitted it to their insurance company or went on to activate their account.
To address this and create a more seamless experience, I rethought the registration funnel with a focus on driving meaningful impact. As part of the redesign, I also incorporated HCP outreach directly into the flow, ensuring users who don’t have a prescription at all had the guidance and support needed to start and complete the process and successfully activate their account.
Optimized User Paths for Seamless Registration
To address the high drop-off rates, I redesigned the zanadio registration journey with a focus on clarity, efficiency, and personalization. Instead of a one-size-fits-all flow, the funnel now adapts to different user scenarios by asking guiding questions upfront (e.g., prescription status, activation status etc). This ensures that each user is taken down a path tailored to their needs, while unnecessary steps are removed to minimize friction.
Users who have a prescription and are yet to submit it can upload their prescription using zanadio prescription service and users with an activation code are directed into the zanadio app to begin their weight loss journey all via the registration funnel.
Integrating HCP Guidance Into the User Journey
In the optimized flow, users who need a prescription are no longer left to figure things out on their own. Instead, the registration journey connects them directly to healthcare providers through telemedical partners or their local doctor within the Zanadio app. This ensures that users can seamlessly obtain the medical validation they need without leaving the experience
Driving Sign up Motivation Through Social Proof
To increase user motivation and reduce drop off, I embedded trust signals such as verified user reviews, Trustpilot ratings, and testimonials directly into the registration screens. These elements reassure users that zanadio is reliable, effective, and trusted by others, creating the confidence needed to complete the registration.
Reducing Bounce Rate with a Clear Homepage
I redesigned the homepage with a better focus on communicating Zanadio’s value proposition directly from the hero section. Key benefits of the program are now presented upfront in concise, user-friendly messaging, ensuring that visitors quickly grasp how Zanadio can support their health goals.
To further strengthen engagement, I incorporated trust elements such as clinical validation and social proof throughout the page, reinforcing credibility and positively influencing conversion decisions. This combination of clear messaging and reassurance helps reduce bounce rates, encourage deeper exploration, and ultimately guide more visitors into the registration funnel.
Prototyping and UserTesting
After finalizing the designs, I created interactive prototypes to prepare for user testing and uncover any potential usability issues. Leveraging our Design System made the process significantly faster, allowing me to build prototypes quickly, test concepts efficiently, and iterate on feedback .
Before running the user testing sessions, I created a testing plan that included a script with clear questions and tasks to guide participants through the flow on the Usertesting.com platform. Each session was moderated and recorded, giving me the chance to capture detailed feedback and observe user behavior. Afterward, I reviewed the recordings, grouped insights into recurring themes, and used them to prioritize design changes. The tests highlighted a few areas for small improvements, but overall, users found the flow straightforward, intuitive, and aligned with the goals of the redesign.
Result and Impact
The release of the redesigned registration funnel and homepage significantly improved how potential users progressed into the zanadio app. By simplifying the funnel, reducing drop-offs, and clarifying the homepage value proposition, the new experience turned early friction into a smoother, more engaging journey. These improvements led to a 10% uplift in CR1 (visit-to-signup) and a 12% uplift in CR2 (signup-to-activation), directly increasing the number of users successfully entering the program.
10%
Increase in Conversion Rate 1
With improvements from the redesigned registration funnel that reduced drop-offs and a new homepage that lowered bounce rates and encouraged more signups.
12%
Increase in Conversion Rate 2
With users now moving from signup to activation, driven by the optimized registration flow and the introduction of HCPs, which provided clearer guidance and support into the zanadio app.
22.5%
Engagement from the Home page
Users clicking the action button and moving from the homepage into the signup flow, driving stronger conversion into the zanadio app.