Adjust
Rethinking Onboarding Experience at Adjust
One onboarding flow, 12 markets, measurable impact.
June 2022
Adjust is a mobile marketing analytics platform that optimizes app marketing. However, its lengthy and confusing onboarding process often requires support from Customer Success teams, delaying user value and impacting adoption and engagement.
SERVICES
As Senior Product Designer, I led a cross-functional team of 20+ people across 5 departments to redesign the onboarding experience and improve user adoption.
Project Overview
Simplify the onboarding process to reduce setup time, decrease Customer Success consultations, and improve user engagement with advanced platform features.
Transform Adjust's complex onboarding into a streamlined, intuitive experience that enables successful app setup without extensive support.
Years of user feedback revealed three main pain points: complex setup steps, difficulty sharing SDK code with team members, and incomplete processes due to unclear progress indicators. The project aimed to address these issues while making Adjust's advanced features more discoverable to increase platform utilization.
Approach
Wizard concept
I used a collaborative, research-driven approach emphasizing cross-team knowledge sharing, user validation, and iterative design improvements.
The approach started with knowledge-sharing sessions across stakeholder teams, followed by global user interviews and competitive analysis. I facilitated collaborative brainstorming to explore solution directions, then conducted multiple rounds of user testing with interactive prototypes to validate design decisions before implementation.
Process
Structured process following stakeholder alignment, user research, collaborative ideation, iterative design and testing, and optimized implementation.
Facilitated workshops with Customer Success, Onboarding, and Account Executive teams to gather insights, then conducted user interviews to understand onboarding challenges. The process included brainstorming sessions exploring three key areas: better step context, clearer progress overview, and more setup flexibility. Multiple testing rounds with interactive prototypes allowed rapid iteration based on user feedback.
Three core principles guided the design: "Assist, don't take over"; providing flexibility when plans change; "Provide context"; showing how steps interconnect; and "Less is more"; ensuring every element adds genuine value. The philosophy recognized that mobile marketing setup is complex, so design should reduce cognitive load rather than oversimplify technical requirements.
Final Design
Delivered a restructured onboarding with clear progress indicators, step-by-step guidance, improved SDK sharing, and better feature visibility.
The redesign transformed onboarding from a confusing process into an intuitive, guided experience. Key innovations include flexible setup flow, improved team collaboration features, and contextual help explaining each step's purpose and benefits.
Product Images
This project demonstrated how strategic design can solve complex technical challenges while driving business value. The initiative established scalable frameworks for cross-team collaboration and showed how growth-focused design serves as a strategic validation tool.
User Testing Results
"It's difficult to integrate an App in Adjust, but this new design looks easier to understand and faster"
Jen Nguyen, Marketing Manager
Delivered significant improvements across key business metrics while establishing new standards for user onboarding and cross-team collaboration.
The redesigned experience successfully reduced complexity barriers preventing full platform utilization. Beyond immediate metrics, the project established frameworks for collaboration and research that continued benefiting the organization. The approach demonstrated growth-focused design as a strategic validation tool, creating valuable design principles for future development.
Completition time faster
Decrease in SC tickets
