Signup & Application Flow Optimization
Signup & Application Flow Optimization
A redesign of the login and signup flow that reduced support workload, and strengthened usability.
I led the redesign and optimization of the login, signup, and job application flow for the freelancing platform, focusing on both user experience and internal operations. The project addressed major usability issues causing applicant confusion and reduced the manual workload on the support team by improving profile quality and streamlining the application journey. My dual role as Product Manager and UX Designer allowed me to identify pain points, coordinate a cross-functional solution, and deliver both short-term fixes and long-term improvements.
UX Design • UI Design • Flow Optimization • Project Management
My Role: Project Manager and Design Lead
Problem
The company experienced a surge in new users during job campaign promotions, but this revealed major pain points:
Freelancers thought they were applying for jobs but were only registering
Many accidentally signed up as companies
Profile quality was low, which overwhelmed the WFI support team, who manually reviewed each applicant
These UX issues caused confusion for users and a massive operational burden internally.
Goals
Improve the UX of the signup + apply flow to reduce user drop-off and * confusion
Increase the quality of freelancer profiles
Reduce WFI support team overhead from manual profile reviews
Prevent freelancers from accidentally signing up as companies
My Role
Mapped current flows and interviewed the support team
Analyzed data from job campaign traffic
Conducted usability audits
Designed and prioritized quick-win fixes and long-term improvements
Worked with dev and CS teams to align implementation and measure success
UX & Flow Improvements
Fixed the "Apply → Register → Lost" Flow
Users landed on a generic registration page with no continuity
We implemented a hotfix: redirect to the specific job application page immediately after registration
Long-term: designed a step-by-step interface showing:
Step 1: Register
Step 2: Complete profile
Step 3: Apply for job → Clearly labeled with progress indicators and contextual copy
2. Prevented Freelancers from Signing Up as Companies
Initial screen defaulted to “I’m here to hire”
Unified CTA (“Join”) was confusing
Fix: Added dedicated CTA buttons for each option: “Join as a Freelancer” vs. “Join as a Company”
Internal Process Optimization
Reducing Support Team Workload
Profile reviews were taking too long due to incomplete profiles
Freelancer signup required improvements:
Made photo upload mandatory
Made work experience and education required
De-emphasized manual CV creation (moved to secondary option)
Highlighted upload via LinkedIn or file
These changes:
Increased profile completeness
Reduced support review time significantly
Improved applicant quality after job campaign spikes
Results
Support ticket volume related to signups dropped
Profile approval time decreased
Profile completeness rate increased
Application conversion rate after job post clicks improved
Fewer freelancers accidentally signed up as companies
Why This Matters
This project is a prime example of how UX design and product thinking go hand in hand. By:
Aligning user goals with business processes
Balancing quick wins with strategic roadmap improvements
Collaborating across support, design, and dev
I helped deliver a smoother user experience and a more scalable internal workflow.
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