// 01
About
QLU Social is an invite-only app for professionals to build authentic, lasting networks. Events drive new users, while other features deepen relationships.
// 02
The problem
Onboarding was too long and demanding. Out of 10 invited users who said yes, only 2 to 3 finished onboarding. The process took around 2 days and multiple reminders.
Where people dropped off
- Profile completion
- Video introduction
- The long first-time experience
High friction was turning yes into no-show.
// 03
Before and after
Before
- Open link in browser to view event
- Download app
- OTP login
- Full profile completion
- Event page
- Record video intro
- Go through 8 onboarding screens
- Enlisted
After
- Open link in browser to view event
- Download app
- OTP login
- Basic profile
- Enlisted
// 04
The approach
Onboarding was redesigned to get users into events first and delay everything else.
- Reduced input. Only name, role, photo and company after OTP
- Event-first flow. New users landed directly on the event page
- Deferred profile. A blinking profile icon as the reminder
- Simplified UI. Events, profile and messages only
- Contextual first-time experience. Tips shown at relevant moments instead of 8 screens
- Video intro removed. Planned to return at scale with less friction
// 05
The outcome
- Faster conversion from yes to event join
- More profiles completed post-event, nudged by contextual prompts
Joining the event was instant. I could focus right away and update my profile later.
| Measure | Before | After |
|---|---|---|
| Enlistment rate | 23% | 47% |
| Avg. time from yes to join | 2 days | 4.5 hrs |
| Avg. follow-ups needed | 3.1 | 0.6 |
| Profile completion post-event | 38% | 63% |
// 06
Reflection
Value must come before commitment. By letting users join first, the product earned the right to ask for more later. Authenticity features stick best once users already feel invested.