Gem Space:

Onboarding & Registration

Gem Space:

Onboarding
& Registration

Redesigned the onboarding and registration flow to boost key metrics and create a clearer first-time experience.

Gem Space is an international Superapp that combines messenger, blogging platform, B2B communication platform and marketplace with 40M+ installs in more than 176 countries.

Product type

Super App

Messanger

SaaS

Web & Mobile

Marketplace

B2C/B2B

AI-powered

Role

Lead Product Designer

Date

Q1-Q2 / 2025

Design Workflow

To redesign onboarding and registration, we went through a structured process - from understanding the context and user needs to creating and testing solutions.

Every step was data-driven and aligned with business goals.

To redesign onboarding and registration, we went through a structured process - from understanding the context and user needs to creating and testing solutions.

Every step was data-driven and aligned
with business goals.

1. Context & Problem

1. Context & Problem

1. Context
& Problem

Identify challenges with registration, onboarding, and home screen usability.

Identify challenges
with registration, onboarding, and home screen usability.

2. Research
& Key Insight

Collect data, run surveys and interviews, build personas/CJM and Define main issues.

3. User Flow

Map user journeys across entry points to ensure clarity and logic.

4. Wireframes

Test structure and scenarios before
moving to visuals.

5. Visual Design

Create clean, consistent, and modern UI for registration & home.

6. Testing & Iteration

Validate design
solutions through usability testing, gather feedback and data, and refine the product in the next iteration.

2. Research & Key Insight

2. Research & Key Insight

Collect data, run surveys and interviews,
build personas/CJM and Define main issues.

Collect data, run surveys and interviews, build personas/CJM and Define main issues.

Collect data, run surveys and interviews, build personas/CJM
and Define main issues.

3. User Flow

3. User Flow

Map user journeys across entry
points to ensure clarity and logic.

4. Wireframes

4. Wireframes

Test structure and scenarios
before moving to visuals.

5. Visual Design

5. Visual Design

Create clean, consistent, and modern
UI for registration & home.

Collect data, run surveys and interviews, build personas/CJM and Define main issues.

Collect data, run surveys and interviews, build personas/CJM
and Define main issues.

6. Testing & Iteration

6. Testing & Iteration

Validate design solutions through
usability testing, gather feedback and data, and refine the product in the next iteration.

Validate design solutions through
usability testing, gather feedback
and data, and refine the product
in the next iteration.

Problem & Goal

During the scaling process, we realized that we have problems with the structure of the main screen, registration and onboaiding, so this directly affecting user conversion and retention.

Therefore, we initiated a redesign of these points to make them clearer, more convenient, and ready for further scaling of the superapp.

User needs

User needs

âž” Quick and easy registration;
âž” A clear introduction to the product features;
âž” Relevant content at the start;
âž” Understanding the next steps;
âž” Intuitive structure of the home screen;

âž” Quick and easy registration;
âž” A clear introduction to the product features;
âž” Relevant content at the start;
âž” Understanding the next steps;
âž” Intuitive structure of the home screen;

Business goals

Business goals

âž” Increase the Retention rate after registration;
âž” Increase engagement and depth of interaction;
âž” Boost the Activation rate (for the first 24 hours);
âž” Make it possible to show different content for different audiences;
âž” Prepare the structure for scaling integration;

âž” Increase the Retention rate after registration;
âž” Increase engagement and depth of interaction;
âž” Boost the Activation rate (for the first 24 hours);
âž” Make it possible to show different content;
âž” Prepare the structure for scaling integration;

âž” Increase the Retention rate after registration;
âž” Increase engagement and depth of interaction;
âž” Boost the Activation rate (for the first 24 hours);
âž” Make it possible to show different content;
âž” Prepare the structure for scaling integrations;

Research & Analysis

In order to better understand the needs of users and determine
the growth areas of the product, we, together with various departments (Marketing, Development, Products, Sales) conducted product, market and audience research.

In order to better understand the needs of users and determine the growth areas of the product, we, together with various departments (Marketing, Development, Products, Sales) conducted product, market and audience research.

Data & Metrics
Collection

Data & Metrics Collection

Market & Competitor
Analysis

Market & Competitor
Analysis

Interviews
& Surveys

Interviews
& Surveys

Personas
& CJMs

Personas
& CJMs

Request Full Case Study

🔒 More details about the research process, design phases and results are available upon request due to NDA.

🔒 More details about the research
process, design phases and results are available upon request due to NDA.

Contact me on LinkedIn or by anatolybern@gmail.com to learn more
about the work process, challenges, and results achieved.

Contact me on LinkedIn or by anatolybern@gmail.com to learn more about the work process, challenges, and results achieved.

Design process

After conducting a research, we identified key challenges and growth opportunities. Based on these insights, we moved on to designing solutions and assets for scaling.

🔒 More details about the research process and results are available upon request.

User Flow

Data & Metrics Collection

Wireframes:
Registration process

Wireframes:
Registration process

Wireframes:
Home screen & onboarding

Wireframes:
Home screen & onboarding

Design System
& Visual Assets

Design System
& Visual Assets

Final Solution: Registration

Final Solution:
Registration

Simplified and consistent registration scenario: minimalistic design, clear steps. This approach reduces entry barriers and makes starting in the app faster and more convenient.

The final detailed screens created as a result of successive iterations, tests and improvements at each stage of the work.

Simplified and consistent registration scenario: minimalistic design, clear steps. This approach reduces entry barriers and makes starting
in the app faster and more convenient.

The final detailed screens created as a result of successive iterations, tests and improvements at each stage of the work.

Final Solution:

Home Page

In the final design of the home screen, we increased the role of key blocks and made them more functional.

This content distribution improves navigation, makes it easier to access key scenarios, increases user engagement, and provides tools for content analytics and testing.

In addition, we revised our approach to visual materials, redesigned banners, icons, and animations, and made the interface more modern and cohesive.

Final Solution: Home Page

Final Solution:
Home Page

In the final design of the home screen, we increased the role of key blocks and made them more functional.

This content distribution improves navigation, makes it easier to access key scenarios, increases user engagement, and provides tools for content analytics and testing.

In addition, we revised our approach to visual materials, redesigned banners, icons, and animations, and made the interface more modern and cohesive.

Results & Impact

We achieved noticeable growth across key product metrics: retention, activation, and engagement (while making the onboarding faster and easier for users).

In addition to product metrics, we have significantly improved our internal processes by optimizing our design system and UI-kit, and reshaping our approach to visual materials using templates.

🔒 More details about the results are available upon request.

Higher
Retention

Higher
Retention

More users continued using the app
after the first month of onboarding.

More users continued using
the app after the first month
of onboarding.

Faster
Registration

Faster
Registration

The registration flow became shorter,
clearer, and easier to complete.

The registration flow became shorter, clearer, and easier to complete.

Increased
Activation

Increased
Activation

More new users started performing
key actions within the first 24 hours.

More new users started performing key actions within
the first 24 hours.

Improved
Engagement

Improved
Engagement

Users interacted more actively with
the home screen and its core features.

Users interacted more actively with the home screen and its core features.

Scalable Design
System

Scalable Design
System

A unified UI kit in code sped up product development and scaling.

Boosted Team
Efficiency

Boosted Team
Efficiency

Streamlined processes and templates accelerated content creation.

Streamlined processes and templates
accelerated content creation.

Learnings & Next steps

Learnings
& Next steps

Through this project, we identified what works best for scaling the product and keeping users engaged.

Through this project, we identified what works
best for scaling the product and keeping users engaged.

Conclusion & Learnings

Conclusion & Learnings

âž” Simple onboarding = increased retention and engagement;
âž” Personalization helps to engage users from the very first steps;
âž” Design system in code speed up the team's work and made scaling easier;
âž” Early design input accelerated decision-making across teams;

âž” Simple onboarding = increased retention;
âž” Personalization helps to engage users from start;
âž” Design system in code speed up the team's work;
âž” Early design input accelerated decision-making across teams.;

âž” Simple onboarding = increased retention;
âž” Personalization helps to engage users;
âž” Design system in code speed up the team's work;
âž” Early design input accelerated decision-making across teams;

Continue testing

Continue testing

âž” Scale the approach to other sections of the superapp;
âž” Test solutions and collect analytics for the next iteration;
âž” Develop personalization for different audience segments;
âž” Expand A/B testing to better understand the value of personalization;
âž” Set up the survey process for a larger number of users;

âž” Scale the approach to other services;
âž” Test solutions and collect analytics;
âž” Develop personalization for different audience;
âž” Expand A/B testing to better understand the value of personalization;
âž” Set up the survey process for a larger number of users;

âž” Increase the Retention rate after registration;
âž” Increase engagement and depth of interaction;
âž” Boost the Activation rate (for the first 24 hours);
âž” Make it possible to show different content;
âž” Prepare the structure for scaling integrations;

Request Full Case Study

🔒 More details about the research process, design phases and results are available upon request due to NDA.

🔒 More details about the research
process, design phases and results are available upon request due to NDA.

Contact me on LinkedIn or by anatolybern@gmail.com to learn more
about the work process, challenges, and results achieved.

Contact me on LinkedIn or by anatolybern@gmail.com to learn more about the work process, challenges, and results achieved.

Design system,
Materials
& New Identity

In addition, during product development, we carried out a large-scale rebranding: we updated the visual style, redesigned websites and marketing materials, and created a unified system of design and templates.

This allowed us to unify communications, increase brand consistency, and lay the foundation for further scaling.

Results & Impact

We achieved noticeable growth across key product metrics: retention, activation, and engagement (while making the onboarding faster and easier for users).

In addition to product metrics, we have significantly improved our internal processes by optimizing our design system and UI-kit, and reshaping our approach to visual materials using templates.

Higher
Retention

More users continued using the app after the first month of onboarding.

Faster
Registration

The registration flow became shorter, clearer, and easier to complete.

Increased
Activation

More new users started performing key actions within the first 24 hours.

Improved
Engagement

Users interacted more actively with the home screen and its core features.

Scalable Design
System

A unified UI kit in code sped up product development and scaling.

Boosted Team
Efficiency

Streamlined
processes and templates accelerated content creation.