Impact Snapshot
📈 Increased conversion rate from 5.7% to 10%.
🛒 Increased “Buy Now” clicks by 110%.
🚀 Launched in just 2 weeks as a rapid experiment.
🔁 Proved early access builds trust and drives action.
Context & Problem
The Bump Shop originally required users to sign up before exploring any part of the product. The assumption was:
“If we show too much upfront, users won’t register.”
But in practice, it had the opposite effect:
The conversion rate was stuck at 5.7%.
Heatmaps showed “X” and “Back” were the most-clicked elements on the welcome screen.
Visitors left before seeing any value or understanding what the platform offered.
The gated flow wasn’t motivating users to register—it was pushing them away. Instead of building trust, it created friction right at the start.
We saw an opportunity to shift from explaining value to letting users experience it directly.
Goals of the Project
Increase visitor-to-member conversion rate.
Let users preview the product before signing up.
Test if early access drives higher purchase intent.
Learn fast, validate assumptions, and reduce time to insight.
My Role & Contributions
Designed the logged-out experience from concept to handoff.
Led discussions with Product and Engineering to balance ambition and feasibility.
Advocated for reducing gating to align with real user behavior.
Designed the experience to validate key assumptions quickly without over-investing in development.
The Solution
We created a lightweight logged-out experience that gave visitors a hands-on look at the product before asking them to register.
The goal was to shift from “Tell me” to “Show me”.
Before:
Welcome screen explaining the value proposition, as the first and only entry point for new users into the product.
After:
Key features:
Product detail pages accessible pre-registration.
“Buy Now” CTA available before sign-up.
Clear, contextual entry points for sign-up, available when visitors felt ready.
Key Design Decisions
Deferred registration
Letting users explore first increased trust and clarity.Enabled purchases without sign-up
Helped evaluate the strength of product detail pages as conversion drivers.Scoped down complexity
We paused features like saving actions (e.g., “Follow” or “Select Interests”) to avoid delays. The priority was speed to learning.
These choices helped us validate the approach quickly without investing in high-effort engineering work up front.
Outcomes & Impact
📈 2× increase in conversion rate: from 5.7% to 10%
🛒 110% increase in “Buy Now” clicks
A strong signal of purchase intent—proved that detailed product pages gave users the confidence to take action.
🧠 Shift in team mindset
The experiment challenged and disproved the assumption that “showing more means losing more.”
Lessons Learned
Frictionless access builds trust
Letting users explore first reduces drop-off and increases engagement.Start small, validate early
A lean MVP let us test risky assumptions without overcommitting resources.Data trumps assumptions
A lean MVP helped us test risky assumptions without overcommitting resources.
