Project overview
LiveWell is a holistic wellbeing app that expanded from B2B to B2C, bringing its health and lifestyle tools directly to consumers.
Role & scope
I led UX decisions, user flow design, and experimentation in close collaboration with Product, Engineering, Data, Support, and Legal. I consistently proposed solutions beyond the defined scope, bringing ideas to the table before they were asked for.
Problem
When LiveWell expanded from B2B to B2C, over 55% of new users abandoned the app during account creation, making it the first critical barrier to accessing the product.
45% → 85%
Completion rate
30% → 5%
First screen drop-off
~5 → ~1 min
Time to complete
Hypothesis
We believed that a faster, simpler, and less overwhelming account creation, while meeting Zurich Insurance security requirements, would reduce drop-offs and increase completion rates.
User flow mapping
The first step was a high-level user flow analysis to understand how users move through the app and identify friction points before a deeper, collaborative analysis with the whole team.
Team analysis
We conducted a team-wide analysis using real screens to explore these issues in more depth. This collaborative review brought together insights from Product, Engineering, Data, Support, and Design, helping us align on key friction areas and define a clear roadmap for improvements.
Potential solutions
Add social login options (Google and Apple) to provide familiar and faster entry points.
Remove the organization code step for B2C users to eliminate confusion and unnecessary friction.
Simplify form inputs by splitting them into smaller steps and reducing what is required upfront.
In-app impressions to show value upfront and reduce early drop-offs.
Introduce a progress stepper to clearly communicate how many steps remain in the flow.
Solution 1: Social login
After analyzing the user flow and setting priorities, the team identified social login as the first improvement to tackle.
Different login screens explored across multiple iterations and sprints.
Why?
Familiar and industry-standard login pattern for mobile users.
Significantly reduced login time by over 60%.
Increased user trust through Google and Apple sign-in.
Solution 2: Organization code (B2B)
After multiple iterations and data analysis, we removed the organization code screen and replaced it with deeplinks or manual entry after account creation.
Implemented versions tested before removing the organization code screen.
Why?
Created confusion and friction during account creation.
Delayed user activation and early value discovery.
Negatively impacted account creation completion and key activation metrics.
Solution 3: In-App Impressions
Before starting the account creation, we introduced three in-app impression screens to give users context and communicate the app’s value upfront.
Different in-app impressions explored across multiple iterations and sprints.
Why?
Addressed a 30% drop-off where users closed the app before starting the account creation.
Showed users the app’s value before asking them to create an account.
Impact
Turned account creation from the main drop-off point into a conversion driver for B2C growth
Social login became the default entry point, significantly improving the first user experience
Removing the organization code step had more impact than any new feature added
Delivered a scalable foundation that supported LiveWell's expansion beyond its B2B origins
Learnings
Security and UX are not opposites. Working within Zurich Insurance's compliance requirements pushed us to find smarter solutions rather than easier ones.
The biggest wins came from removing things, not adding them. Eliminating the organization code step and simplifying forms had more impact than any new feature.
Account creation is a product problem, not a design problem. The best decisions came from the whole team analyzing the funnel together, not from design working in isolation.