Project
Allakando
Role
UX Designer
Focus
Conversion Optimization, UX Design, CRO
Team
UX Designer, Product Owner, Developer
From Transaction to Conversation
Allakando's onboarding experience was built around a transactional call-to-action: requesting a free price proposal. By redesigning the journey around identity, context, and guidance, I transformed the experience into a progressive onboarding flow that helped parents and students find the right tutoring support before committing.
The Existing Experience
The original onboarding experience was designed as a transactional lead-generation funnel.
Visitors arriving on the website were immediately presented with a call-to-action to request a free price proposal. While effective at collecting leads, the experience asked users to commit before understanding their situation, goals, or educational needs.
The onboarding focused on collecting information rather than helping users understand which tutoring solution was right for them.
As a result, users had to make decisions with limited context and little guidance throughout the journey.
“The onboarding was optimized for collecting leads, not helping users make confident decisions.”
Web Analytics
To understand where users were struggling, I started by digging into Google Analytics. It quickly became clear that there was a structural conversion issue—despite high click-through on “Get Free Price Proposal,” most users dropped off at the contact details step.
Before redesigning the onboarding experience, I analyzed the customer journey from website visitor to tutoring customer.
The onboarding flow played a critical role in converting interested visitors into qualified tutoring requests. By reviewing funnel performance and user behavior across key touchpoints, it became clear that a significant number of users abandoned the process before completing their request.
While the existing experience successfully generated leads, the data suggested opportunities to better support users during the decision-making process.
Rather than focusing solely on form completion, the challenge became understanding why users hesitated and how the onboarding experience could provide more clarity, confidence, and guidance.
“Users were being asked to commit before they fully understood which tutoring solution was right for them.”
Reframing the Onboarding
The onboarding wasn't a conversion problem — it was a confidence problem. I reframed it from a transactional lead-capture into a progressive commitment model: help users understand their needs first, then ask for commitment.
Transactional Funnel
1. Interest Trigger (Price)
Price attracts exploration but does not signal readiness.
2. Immediate Commitment
Contact details requested before confidence is built.
3. Sales Handoff
Digital journey ends; responsibility shifts to phone sales.
Progressive Commitment
1. Identity
Users situate themselves in context through low-effort input.
2. Relevance
Context builds understanding and emotional engagement.
3. Confidence
Value and clarity are established before asking for contact details.
4. Supported Transition
The digital journey prepares users for a sales conversation.
“People weren't looking for a tutoring quote. They were looking for confidence that they could find the right support.”
The Progressive Onboarding Flow
01
Identity
Parent or student? Start with who you are.
02
Level
Educational context establishes relevance.
03
Subjects
Specific needs guide personalization.
04
Location
Match with locally available tutors.
05
Contact
Commitment after context is established.
06
Confirmation
Clear next steps and continued engagement.
Outcome
The redesign was not focused on increasing conversions through persuasion or optimization tactics alone. The goal was to create an onboarding experience that better supported users throughout their decision-making process.
Increase in SQL Conversion
Sales Qualified Leads from the redesigned onboarding experience
Higher
Lead Quality Score
Improved
User Experience
Reduced
Drop-off Rate
Reflection
While the project initially focused on improving conversion performance, the most important lesson was about understanding the problem correctly.
The original challenge appeared to be a funnel optimization problem. However, the deeper issue was that users were being asked to commit before they had enough confidence in the solution.
The redesign demonstrated that onboarding can serve a larger purpose than collecting information. When designed thoughtfully, it can help users understand their needs, explore their options, and make decisions with greater confidence.
One of the key takeaways from this project was that conversion improvements often come from reducing uncertainty rather than increasing persuasion.
By shifting the experience from a transactional interaction to a guided conversation, we created a journey that better supported both users and business goals.
“Sometimes the most impactful design decisions are not about changing screens, but about changing the role a product plays in the user's decision-making process.”