CASE STUDY
Doubling Product Adoption by Increasing Usability
Redesigning Stay AI's flagship subscription promotions tool to be more usable, with no engineering resources, using only design and front-end changes to drive adoption.
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UI Inventory
Known Issues
Need to fix: confusing naming pattern (ExperienceEngine has no information scent), unclear sync/backfill buttons & progress, unlabeled icons, confusing input order, no help text, hidden analytics, churn risk feature needs to be filled out in two places, etc.
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PROBLEM
A powerful flagship tool that users couldn't figure out
ExperienceEngine let merchants add free gifts and discounts to Shopify subscriptions based on conditions, but merchants consistently found it confusing and hard to use.
Adoption sat around 10% despite it being our flagship product, and CX research showed the interface gave users no sense of where to start or how the pieces fit together.
RESEARCH
Interviews to validate a clearer, step-based redesign
Working from feedback already gathered by CX, I redesigned the experience and interviewed merchants across several tiers to react to it.
Response was strongly positive. Merchants called it clear and organized, and several said it felt like steps, where before they didn't know where to start. Feedback shaped a few labeling and icon tweaks, but the core strategy held.
TESTING
AI prototyping for a more realistic testing scenario
Instead of a hotspot prototype, I used Figma Make to turn designs into a functional, data-persistent React app in one morning, work that would normally take weeks.
Testers entered real data and watched it save, so sessions tested actual logic and micro-interactions instead of a simulation's limits, shifting testing from explaining a concept to testing a reality.
RESULTS
Every adoption metric improved, with no new features.
Traffic to Promotions page and new promotion attempts roughly doubled in just six months.
Task completion rate rose 11%, which combined
with the traffic increase to raise overall conversion by 140%. Analytics opens grew 130%, with 86% more unique users checking results. All from front-end usability changes alone, no new features added.
2x
Traffic to Promotions
2x
Users making Promotions
140%
Overall task conversion
130%
Analytics follow-ups
