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.

