STUDIO DID IT

PROJECT OVERVIEW

Increased quiz completion rates from 12% to 40% for Studio Did It, an identity-first AI design platform, by streamlining the user journey from scattered inspiration to actionable home design. By reducing total interactions from 36 to 11 taps, I cut average completion time by 62% (from 8.5 to 3.2 minutes) and successfully stabilized the mid-funnel experience, dropping abandonment at critical stages by 33%.

Through user tracking and analytics, we discovered a critical problem: users were abandoning the quiz before completion. The identity quiz is the cornerstone of our platform. It's how we gather the data needed to provide personalized design recommendations. Without quiz completion, users couldn't access the platform's core value.

Key metrics

• 75% drop-off rate during onboarding
• 54% abandoned before question 10 of 18 total questions

• Quiz completion rate increased from 12% to 40%
• Average completion time decreased from 8.5 minutes to 3.2 minutes (62% faster)
• Drop-off at questions 4-7 decreased from 45% to 12%
• Reduced total taps from 36 to 11 (69% fewer interactions)

1. Research & Discovery: The Mobile-Only Reality

1. 99% of users were accessing the platform on mobile devices. This wasn't just a mobile-friendly concern, it was a mobile-only reality.
2. Drop-off acceleration after question 8, suggesting severe quiz fatigue on mobile.
3. Funnel analysis showed the quiz was the primary abandonment point during onboarding.

2. User Testing

I conducted moderated user testing sessions with 3 participants on their mobile devices using think aloud protocols. Participants were asked to complete the onboarding and the quiz while verbalizing their thoughts.

Key Findings

• 18 questions felt too long
• Complex wording was harder to parse on mobile
• The "Next" button required extra precision and thumb movement
• Progress felt slower with more frequent screen transitions
  

"I don't really understand what this is asking me."
- Brenan, 32, first-time homeowner, reading on iPhone

"This feels like homework. I just want to see some design ideas."
- Marcus, 28, apartment renter, on iPhone

"They asked too many personal questions. "
- Jessica, 29, reading on iPhone

Define Design Objectives

1. How might we reduce cognitive load and simplify question wording for mobile users who are often multitasking or in distracting environments?
2. How might we streamline the onboarding quiz length and set clear expectations to prevent user fatigue and abandonment?
3. How might we make the mobile quiz smoother and faster to complete?

1. Simplifying Content & Building Trust

I simplified the questions into everyday language, reducing the average length from 28 to 12 words. To build trust and prevent drop-offs, I added brief "Why we ask?" explanations under sensitive questions so users understood the value of sharing their data.

Example:
Before: "How would you characterize your aesthetic preference in terms of spatial organization and decorative density?"
After: "Do you prefer spaces that feel minimal or full of personality?"

Add "Why we ask?"

Why we ask

2. Streamlining the Onboarding Quiz

I analyzed the onboarding steps to see where users were getting stuck, and cut the questions down from 18 to 11. By dropping unnecessary questions and merging similar topics, I made the process much less overwhelming for new users.

3. Smoother Mobile Interactions

I completely removed the "Next" button. Now, the quiz automatically moves forward right after a user picks an answer, using a smooth animation to show it worked. This simple change eliminated 18 extra thumb reaches and dropped the total taps from 36 to 11, a huge 69% decrease in physical effort.

Before

After

Final Thoughts

This project was a powerful reminder that users don't have time to spare. My biggest takeaway was seeing how quickly cognitive load leads to drop-off. By conducting user tests, I realized that what felt like 'necessary' data to us felt like a 'barrier' to them. 

WORK

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