TROVE

My role: UX/UI Designer | Web Designer | Front-End Developer

Starting
Point

Trove started as a beta without a clear structure or strategy, which negatively impacted its conversion, retention, and user acquisition.

The onboarding was the biggest friction point: long and confusing, with an average completion time of 9 minutes and no visual guidance. Additionally, the lack of trust in the service’s security led to an 80% abandonment rate before completion.
The product lacked a clear UX/UI structure, which affected users' understanding of its purpose: 75% of users had false expectations about its functionality, and 7 out of 10 requested cancellation shortly after signing up.

It was necessary to rebuild the user experience from scratch, optimizing conversion, improving product perception, and structuring the platform to make it more accessible and profitable.

Average time to complete onboarding

0 min

Onboarding abandonment rate

0 %

User's False Expectation

0 %

Early Cancellation Rate

0 /10

The Challenge

Transform Trove into a clear, reliable, and scalable product by eliminating user experience frictions that impacted conversion, retention, and service perception.

The biggest challenge was to rebuild the user experience from the ground up, eliminating frictions that affected conversion and retention. To achieve this, it was essential to address both usability issues and product perception.

Long and unclear onboarding: Users did not get clear guidance, so many left before finishing.
Low trust in security: The app asked for sensitive data but did not show enough protection.
Confusion about the product: Many users thought it was a credit card, but it was a subscription-based credit system.
Low retention: Users had no clear reason to stay after the first year.
High customer cost: The company used too many ads, making it expensive to get new users.

It was time to rebuild the experience and turn Trove into a strong and scalable product.

Action
Plan

The restructuring of Trove was based on four pillars: improving onboarding to increase conversion, redesigning the marketing site to educate users, optimizing the web app to strengthen retention, and implementing an SEO strategy to acquire customers organically.

Onboarding Optimization

The onboarding was one of the main barriers for users, with a completion time of 9 minutes and an 80% abandonment rate. To improve conversion, I restructured the flow, reduced the number of steps, and added visual indicators to guide users through the process.

Optimized user flow mapping.
Implemented visual feedback to reinforce trust.
Created microinteractions to enhance the sense of progression.

Redesigned forms to improve accessibility.
Integrated a dynamic validation system.

Front End

Implemented new flows using HTML, CSS, and JavaScript.
Optimized onboarding load time.

Web App Redesign

The dashboard and internal interface failed to showcase the product's value, affecting user perception and retention. I redesigned the web app to make it more intuitive, improving the presentation of key information and adding visual elements that reinforced the service’s usefulness.

Created a more intuitive navigation system.
Designed dashboards with clear and easy-to-understand information.
Implemented improvements in subscription management to reduce cancellations.

Implemented improvements in subscription management to reduce cancellations.
Added interactive graphics to visualize user progress.

Front End

Developed the front-end using HTML, CSS, JavaScript, and PHP.
Optimized the experience for mobile devices.

Marketing Site Redesign

Many users confused the product with a traditional credit card and abandoned the process due to a lack of understanding. To address this, I developed a clear content strategy and a more intuitive design to effectively communicate the value proposition.

Simplified the information architecture.
Created explanatory sections with conversion-focused copywriting.
Added visual elements to build trust (testimonials, FAQs, certifications).

Fully redesigned the site with a clearer visual hierarchy.
Improved the presentation of product benefits and functionality.

Front End

Implemented in WordPress with Elementor, using HTML, CSS, and PHP for better customization.
Created dedicated landing pages for acquisition campaigns.

SEO Project Implementation

User acquisition costs only became profitable after the second month of subscription, making paid ads unsustainable. I designed an SEO strategy focused on attracting customers organically and reducing reliance on paid advertising.

SEO

Conducted keyword analysis and defined strategic content.
Optimized the site technically for better Google indexing.
Implemented a blog with articles designed to attract relevant traffic.

UX/UI

Created content structures optimized for SEO.
Designed landing pages focused on organic conversion.
Developed components for the website’s creation.

Implementación:

Implemented in WordPress with Elementor, using HTML and CSS for better customization.
Integrated a system to import credit-building company data segmented by ZIP code, city, and state in the U.S., using Google Sheets, WP Import, ACF, and Elementor.

Impact
and Product
Evolution

The implemented improvements not only solved technical and usability issues but also made Trove a more sustainable business.

With a more efficient onboarding process, users could complete registration smoothly, while the marketing site clearly communicated the value proposition. Enhancements to the web app encouraged users to stay engaged longer, and the SEO strategy enabled predictable and cost-effective customer acquisition.

Onboarding conversion increased from 20% to 60%, optimizing the flow and reducing friction.
Registration time dropped from 9 to 4 minutes, eliminating unnecessary steps and improving clarity.
Early cancellations decreased by 40%, reducing dependence on paid ads.
35% of new users came organically, optimizing conversion and lowering ad spend.
Customer acquisition cost decreased from $18 USD to $8 USD, optimizando la conversión y reduciendo inversión en publicidad.
80% of surveyed users rated the experience 7.7/10, reflecting an improved product perception.

Average time to complete onboarding

0 min

Onboarding abandonment rate

0 %

User's False Expectation

0 %

Early Cancellation Rate

0 /10

Average App Experience Rating

0 /10

User Acquisition Cost Reduction

0 %

TROVE

Starting
Point

Trove started as a beta without a clear structure or strategy, which negatively impacted its conversion, retention, and user acquisition.

The Challenge

Transform Trove into a clear, reliable, and scalable product by eliminating user experience frictions that impacted conversion, retention, and service perception.

It was time to rebuild the experience and turn Trove into a strong and scalable product.

Action
Plan