Reducing friction in activation journey
Redesigned the activation flow to reduce friction, improve visual consistency, and guide users through a clearer step-by-step experience.
Context
The existing experience had several usability and visual issues.
Users were unsure how many steps were required.
The progress indicator was difficult to notice.
Auto-renewal enrollment was low.
The interface no longer aligned with the latest brand.
Role
UI Design
UX Design
Wireframing
Prototyping
Cross-functional collaboration
Research (Identify pain points) → Wireframes → UI Exploration → Final Design → Validation
Key Insight
Users didn’t need more instructions—they needed reassurance
that they were making progress.
Decision
Consolidated the activation journey into a single-page experience with clearer progress indicators and content hierarchy. Simplified visual elements to reduce distraction, while using a consistent color system to distinguish each step and guide users through the flow.
Before
Progress hidden below fold
Only 2 steps displayed
Outdated visual hierarchy
After
Progress always visible
Accurate 3-step structure
Cleaner layout with modern UI
Design Exploration
Outcome
By simplifying the activation flow, improving step visibility, and modernizing the interface, the redesign led to measurable improvements across key business metrics.