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.
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.
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.
Map user journeys across entry
points to ensure clarity and logic.
Test structure and scenarios
before moving to visuals.
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.
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.
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.
➔ Quick and easy registration;
➔ A clear introduction to the product features;
➔ Relevant content at the start;
➔ Understanding the next steps;
➔ Intuitive structure of the home screen;
➔ Quick and easy registration;
➔ A clear introduction to the product features;
➔ Relevant content at the start;
➔ Understanding the next steps;
➔ Intuitive structure of the home screen;
➔ Increase the Retention rate after registration;
➔ Increase engagement and depth of interaction;
➔ Boost the Activation rate (for the first 24 hours);
➔ Make it possible to show different content for different audiences;
➔ Prepare the structure for scaling integration;
➔ Increase the Retention rate after registration;
➔ Increase engagement and depth of interaction;
➔ Boost the Activation rate (for the first 24 hours);
➔ Make it possible to show different content;
➔ Prepare the structure for scaling integration;
➔ Increase the Retention rate after registration;
➔ Increase engagement and depth of interaction;
➔ Boost the Activation rate (for the first 24 hours);
➔ Make it possible to show different content;
➔ Prepare the structure for scaling integrations;
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
Market & Competitor
Analysis
I've conducted benchmarking and competitive analysis of superapps, messengers, and platforms with similar functionality (Telegram, Alipay, Line, Grab, Facebook, Revolut) to identify best UX practices, find differences in navigation, onboarding approaches, customization, and content recommendations.
We have updated the main brandbook, which was the starting point for all our work. The new brandbook has become the basis for all our product and marketing materials.
After redesigning the main brand, we built a new ecosystem architecture.
We conducted a survey among 1,000+ users to collect quantitative data on their satisfaction with the user experience, why they installed Superapp, what they use most often, and what difficulties they have.
Note: The data shown here has been modified and anonymized for portfolio presentation purposes, while preserving the structure of the original research.
Personas & CJMs
For each person, we have built a Customer Journey Map to identify the problems and motivations of users at different stages of interaction with the product.
Based on interviews, observations, and behavioral data, were formed 4 key user groups of the platform:
➔ Regular users (messages/calls/content);
➔ Content makers;
➔ Small businesses and service providers;
➔ Consumers (buyers of goods/services);
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.
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
Design process:
User Flow
After conducting a research, we identified key challenges and growth opportunities. Based on these insights, we moved on to designing solutions.
To begin with, we built a User Flow of the user with the product: starting from the entry points (advertising, website, marketplaces) and ending with the key sections of the application.
This allowed to coordinate the logic between all stakeholders and make sure that all scenarios lead to targeted actions.
Wireframes:
1. Registration process
I’ve divided the overall flow into two main parts:
Registration and Onboarding (Home screen) after registration.
Then minimized the registration steps, removed unnecessary screens, updated the existing copyright and added it where it did not exist.
We also made several options for A/B tests.
Wireframes:
2. Home screen & onboarding
Home screen was redesigned, reorganized the layout of the blocks, and added space for stories (for content about opportunities, news, and marketing activities).
We also added banners for educational content and temporary system banners that disappear after tasks are completed.
Design System
& Visual Assets
The company already had a design system, we reorganized and redesigned some aspects, replaced some of the visual assets (icons, banners, illustrations, animations of interaction).
We also isolated the Core UI kit from the Design system and began translating the component base into code to speed up future redesigns of other parts of the superapp.
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.
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 users continued using the app
after the first month of onboarding.
More users continued using
the app after the first month
of onboarding.
The registration flow became shorter,
clearer, and easier to complete.
The registration flow became shorter, clearer, and easier to complete.
More new users started performing
key actions within the first 24 hours.
More new users started performing key actions within
the first 24 hours.
Users interacted more actively with
the home screen and its core features.
Users interacted more actively with the home screen and its core features.
A unified UI kit in code sped up product development and scaling.
Streamlined processes and templates accelerated content creation.
Streamlined processes and templates
accelerated content creation.
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.
➔ Simple onboarding = increased retention and engagement;
➔ Personalization helps to engage users from the very first steps;
➔ Design system in code speed up the team's work and made scaling easier;
➔ Early design input accelerated decision-making across teams;
➔ Simple onboarding = increased retention;
➔ Personalization helps to engage users from start;
➔ Design system in code speed up the team's work;
➔ Early design input accelerated decision-making across teams.;
➔ Simple onboarding = increased retention;
➔ Personalization helps to engage users;
➔ Design system in code speed up the team's work;
➔ Early design input accelerated decision-making across teams;
➔ Scale the approach to other sections of the superapp;
➔ Test solutions and collect analytics for the next iteration;
➔ Develop personalization for different audience segments;
➔ Expand A/B testing to better understand the value of personalization;
➔ Set up the survey process for a larger number of users;
➔ Scale the approach to other services;
➔ Test solutions and collect analytics;
➔ Develop personalization for different audience;
➔ Expand A/B testing to better understand the value of personalization;
➔ Set up the survey process for a larger number of users;
➔ Increase the Retention rate after registration;
➔ Increase engagement and depth of interaction;
➔ Boost the Activation rate (for the first 24 hours);
➔ Make it possible to show different content;
➔ Prepare the structure for scaling integrations;
🔒 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.
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.
Personas & CJMs
For each person, we have built a Customer Journey Map to identify the problems and motivations of users at different stages of interaction with the product.
Based on interviews, observations, and behavioral data, were formed 4 key user groups of the platform:
➔ Regular users (messages/calls/content);
➔ Content makers;
➔ Small businesses and service providers;
➔ Consumers (buyers of goods/services);
We conducted a survey among 1,000+ users to collect quantitative data on their satisfaction with the user experience, why they installed Superapp, what they use most often, and what difficulties they have.
Note: The data shown here has been modified and anonymized for portfolio presentation purposes, while preserving the structure of the original research.
For each person, we have built a Customer Journey Map to identify the problems and motivations of users at different stages of interaction with the product.
Based on interviews, observations, and behavioral data, were formed 4 key user groups of the platform:
➔ Regular users (messages/calls/content);
➔ Content makers;
➔ Small businesses and service providers;
➔ Consumers (buyers of goods/services);
Design process:
User Flow
After conducting a research, we identified key challenges and growth opportunities. Based on these insights, we moved on to designing solutions.
To begin with, we built a User Flow of the user with the product: starting from the entry points (advertising, website, marketplaces) and ending with the key sections of the application.
This allowed to coordinate the logic between all stakeholders and make sure that all scenarios lead to targeted actions.
Wireframes:
1. Registration process
I’ve divided the overall flow into two main parts:
Registration and Onboarding (Home screen) after registration.
Then minimized the registration steps, removed unnecessary screens, updated the existing copyright and added it where it did not exist.
We also made several options for A/B tests.
Wireframes:
2. Home screen
& onboarding
Home screen was redesigned, reorganized the layout of the blocks, and added space for stories (for content about opportunities, news, and marketing activities).
We also added banners for educational content and temporary system banners that disappear after tasks are completed.
Design System
& Visual Assets
The company already had a design system, we reorganized and redesigned some aspects, replaced some of the visual assets (icons, banners, illustrations, animations of interaction).
We also isolated the Core UI kit from the Design system and began translating the component base into code to speed up future redesigns of other parts of the superapp.
After conducting a research, we identified key challenges and growth opportunities. Based on these insights, we moved on to designing solutions.
To begin with, we built a User Flow of the user with the product: starting from the entry points (advertising, website, marketplaces) and ending with the key sections of the application.
This allowed to coordinate the logic between all stakeholders and make sure that all scenarios lead to targeted actions.
Wireframes:
1. Registration process
I’ve divided the overall flow into two main parts:
Registration and Onboarding (Home screen) after registration.
Then minimized the registration steps, removed unnecessary screens, updated the existing copyright and added it where it did not exist.
We also made several options for A/B tests.
Wireframes:
2. Home screen
& onboarding
Home screen was redesigned, reorganized the layout of the blocks, and added space for stories (for content about opportunities, news, and marketing activities).
We also added banners for educational content and temporary system banners that disappear after tasks are completed.
