Developing the new user flow at ZenBusiness
Developing the new user flow at ZenBusiness
Developing the new user flow at ZenBusiness
Overview
Overview
I redesigned key parts of the ZenBusiness onboarding funnel to reduce confusion, clarify value, and improve conversion.
Through research, UX strategy, and iterative testing, I simplified choices, reduced cognitive load, and improved user confidence in selecting the right plan.
I redesigned key parts of the ZenBusiness onboarding funnel to reduce confusion, clarify value, and improve conversion. Through research, UX strategy, and iterative testing, I simplified choices, reduced cognitive load, and improved user confidence in selecting the right plan.
Overview
I redesigned key parts of the ZenBusiness onboarding funnel to reduce confusion, clarify value, and improve conversion. Through research, UX strategy, and iterative testing, I simplified choices, reduced cognitive load, and improved user confidence in selecting the right plan.
Role
Role
product designer
(ux/ui)
product designer
(ux/ui)
product designer
(ux/ui)
Responsibilities
Responsibilities
research → strategy →
ux → ui → prototyping
→ testing → iteration
research → strategy →
ux → ui → prototyping
→ testing → iteration
research → strategy →
ux → ui → prototyping
→ testing → iteration
Team
Team
project manager,
developers, content,
stakeholders
project manager,
developers, content,
stakeholders
project manager,
developers, content,
stakeholders
Impact
Impact
24%
+ adoption rate
24%
+ adoption rate
24%
+ adoption rate
Problem
Users struggled to confidently choose a plan because the experience created overwhelm instead of clarity:
Too many packages without clear differentiation
Comparison experience required too much effort
Support pathways didn’t guide user intent
This hesitation led to drop-off and lost revenue opportunities.
Problem
Users struggled to confidently choose a plan because the experience created overwhelm instead of clarity:
Too many packages without clear differentiation
Comparison experience required too much effort
Support pathways didn’t guide user intent
This hesitation led to drop-off and lost revenue opportunities.
Problem
Users struggled to confidently choose a plan because the experience created overwhelm instead of clarity:
Too many packages without clear differentiation
Comparison experience required too much effort
Support pathways didn’t guide user intent
This hesitation led to drop-off and lost revenue opportunities.
Approach
I focused on designing for clarity,
not more options.
Strategy
Reduce cognitive load
Strengthen visual + content hierarchy
Guide users based on intent,
not assumptions
What I did
UX audit of existing flow
Best-practice + competitive analysis
Iterative ideation and refinement
High-fidelity UX + UI design
Approach
I focused on designing clarity, not more options.
Strategy
Reduce cognitive load
Strengthen visual + content hierarchy
Guide users based on intent, not assumptions
What I did
UX audit of existing flow
Best-practice + competitive analysis
Iterative ideation and refinement
High-fidelity UX + UI design
Approach
I focused on designing clarity, not more options.
Strategy
Reduce cognitive load
Strengthen visual + content hierarchy
Guide users based on intent, not assumptions
What I did
UX audit of existing flow
Best-practice + competitive analysis
Iterative ideation and refinement
High-fidelity UX + UI design
Solution 1:
Simplified packages
A clearer structure with stronger hierarchy and a highlighted recommendation helped users quickly understand which plan fits them best — reducing hesitation and decision anxiety.
Solution 1: Packages
A clearer structure with stronger hierarchy and a highlighted recommendation helped users quickly understand which plan fits them best — reducing hesitation and decision anxiety.
Solution 1: Packages
A clearer structure with stronger hierarchy and a highlighted recommendation helped users quickly understand which plan fits them best, reducing hesitation and decision anxiety.
Solution 2:
Compare feature
I designed a new feature to help users compare and clearly understand how plans differ. With cleaner hierarchy and side-by-side evaluation, what was once overwhelming became an informed, confident decision.
Solution 2: Compare feature
I designed a new feature to help users compare and clearly understand how plans differ. With cleaner hierarchy and side-by-side evaluation, what was once overwhelming became an informed, confident decision.
Solution 3:
Guided support
There was no way to get help without exiting the funnel entirely, which often meant users abandoned their journey. I designed a guided support entry that keeps users in flow while giving them the help they need: whether they want quick answers, reassurance, or direct human support.
Solution 3: Guided support
There was no way to get help without exiting the funnel entirely, which often meant users abandoned their journey.
I designed a guided support entry that keeps users in flow while giving them the help they need: whether they want quick answers, reassurance, or direct human support.
Outcome & learnings
Outcome & learnings
The redesigned experience created:
Clearer decisions
Reduced friction
Stronger trust
The redesigned experience created:
Clearer decisions
Reduced friction
Stronger trust
Key takeaway:
Simplicity, hierarchy, and intentional guidance dramatically improve conversion behavior and user confidence.
Key takeaway:
Simplicity, hierarchy, and intentional guidance dramatically improve conversion behavior and user confidence.
Solution 2: Compare feature
I designed a new feature to help users compare and clearly understand how plans differ. With cleaner hierarchy and side-by-side evaluation, what was once overwhelming became an informed, confident decision.
Solution 3: Guided support
There was no way to get help without exiting the funnel entirely, which often meant users abandoned their journey.
I designed a guided support entry that keeps users in flow while giving them the help they need: whether they want quick answers, reassurance, or direct human support.
Outcome & learnings
The redesigned experience created:
Clearer decisions
Reduced friction
Stronger trust
Key takeaway:
Simplicity, hierarchy, and intentional guidance dramatically improve conversion behavior and user confidence.