Voolt
Voolt Onboarding: How Education Increased Retention by 15%
My Role
Product Designer
Timeline
Sept 2024 - Feb 2025
Contribution
Data Analysis
User Flow
Visual Design
UX/UI Design
Project Overview:
Voolt empowers contractors to launch Google and Facebook ad campaigns effortlessly. We handled everything: creating landing pages, setting up ads, and delivering leads. All they need to do is onboard, deposit funds, and wait for leads.
Our previous onboard was so frictionless that users sailed through without understanding what they were signing up for. When their first charge hit? Confusion turned into chargebacks. Users churned, not because the product didn't work, but because they never understood how it worked.
Problem:
Many users dropped off during onboarding.
Users were confused about how they would be charged.
Users lacked clarity on what their ads would look like.
There was minimal trust in the process due to lack of transparency and personalization early on.
How to do research when you have no time?
We had to balance depth of research with speed of delivery. We couldn't spend months on discovery, but we also couldn't guess.
What this means:
Heatmaps and session recordings from Clarity showed where users hesitated or abandoned
Google Analytics and Mixpanel confirmed drop-off patterns and identified which steps bled the most users
Support ticket analysis revealed the emotional story behind the data
The Wake-Up Call
We spent time reviewing customer support conversations and noticed a pattern, users weren't just confused, they felt blindsided.
The data from August 2024 through January 2025 confirmed it:
2.5%
Onboarding completion
Avr 360 of 14400 users per month
52%
still active after 30 days
Avr 187 of 360 users after 1 month
31%
still active after 90 days
Avr 111 of 360 users after 3 months
We were losing nearly half our users within the first month. The problem wasn't our onboarding flow, it was what we weren't showing users during that flow.
The Challenge: Education vs. Friction
The tension:
Users needed to understand how Voolt works, but we couldn't make onboarding endless. Too much information upfront creates drop-off. Too little creates churn later.
Our approach:
Ask for only essential information during onboarding, then use the dashboard to gather the rest while educating users on why it matters.
The Solution: Show, Don't Just Tell
We rebuilt the onboarding experience around clarity, visual feedback, and gradual education.
1.Interactive Ad Previews
As users input their business information, live ad previews update dynamically. Real images are added based on their industry. The more they fill out, the more personalized it becomes.
Why it matters:
Users see their investment taking shape in real time.
2. Micro-Education Moments
We placed short, digestible explanations at critical decision points:
How location targeting works
Where leads will be sent
How billing and deposits function
3. Payment Clarity
The deposit screen became a trust-building moment:
Estimated leads per budget tier
Visual breakdown of charges
Why the recommended option performs best
Cancellation flexibility
Solving the Information Problem: The Dashboard
Instead of overwhelming users during onboarding, we moved non-essential information requests to the dashboard's recommendation section. After users complete onboarding, they see:
Remaining actions to improve their campaigns
Why each action matters
Clear progress indicators
The Results: Quality Over Quantity
Three months after we launched it:
2%
Onboarding completion
Avr 288 of 14400 users per month
67%
still active after 30 days
Avr 192 of 288 users after 1 month
46%
still active after 90 days
Avr 132 of 288 users after 3 months
What this means:
We traded 0.5% fewer conversions for 15% better retention
Users who converted were the right fit
The 15-point lift at both 30 and 90 days proved this was real behavior change