Curology

22% conversion increase

Curology

22% conversion increase

Curology

22% conversion increase

Curology

22% conversion increase

Y Media Labs

Identity+

Nescafe

IxD

9.2% lift in brand awareness

Omaha Steaks

First Gen

Curology

Design System

Signature Aviation

MVP

Blitz Draft

Pre-Seed Kit

Coming Soon

Omaha Steaks

Next Gen

Traeger Grills

App Redesign

State Farm

Coming Soon

Curology

Boosting sign-ups through simple changes

↑$522k

revenue annualized (1 product)

↑720+

new subs/month

Strategy

UX Strategy

Content Strategy

Research

Testing

Design

UX Design

Art Direction

Content Design

Copywriting

Illustration

Curology, a brand known for its personalized prescription formulas, ventured into the booming hair-growth market with a new prescription product. However, despite the brand's strong reputation and exposure, initial sign-up rates for the new product fell short of expectations.

Full project details

The fragmented rollout had a number of blockers, but some glaring data points led us to transform the sign-up flow from a leaky bucket into a powerful conversion engine, optimizing the content and UX to drive sign ups.

Analytics

Early friction

Most users abandoned the sign-up flow early on, those who persevered, demonstrated a significantly higher completion rate

User Research

Content roadblocks

Lack of clarity and guidance (even for committed users) led to confusion, frustration, and ultimately, drop-off.

Hypothesis

Delayed friction. More excitement

Removed, redesigned and relocated complex friction points to focus on education, efficacy, and excitement.

Early friction

By delaying the account creation step, we created a more welcoming and user-friendly onboarding experience, resulting in increased engagement and conversions.

Then, we redesigned the content to clearly explain the purpose and benefits of creating an account, transforming a potential barrier into a positive step.

An image of the Control and Variant test for the Curology account creation page

An image of the winning variant for the Curology Account Creation page test

Now kick things off with real-life proof and excitement.

Results

Move account creation = 1.6% decrease in abandonment

Results

Content design = 2.4% decrease in abandonmnet

21-37 step questions with no payoff is a lot, so we introduced a pre-consult approval screen, that included personalized product details and offers. This simple addition boosted user confidence, reducing drop-off, and increased account creation further down the flow by an additional 4.4%.