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service 03 — UX Design

People are leaving and you do not know which step lost them.

I find the exact point where your product loses people, and redesign the path around it using evidence rather than opinion.

Drag to simplify. Same destination — one path is guessed at, the other is the one people actually complete.
what we shippedwhat I redesigned
startidentitydocumentconfirmfirst order

Hire me for this when

  • 01analytics show a drop-off you cannot explain
  • 02onboarding, verification or checkout underperforms and guesses have not fixed it
  • 03you keep adding features and usage does not move
  • 04you want evidence before committing an engineering quarter

Where this starts and stops

starts at

At behaviour. What people actually do, from session recordings and real tasks — not what a persona document says they want.

ends at

At a validated flow and information architecture, ready for visual design. The path is proven before anyone picks a colour.

  • This is not styling the screens — that is UI Design.
  • This is not owning the roadmap — that is Product Management.
  • I do not run research as a deliverable. A finding that does not change a decision was not worth gathering.

How I work

  1. 01

    Watch real sessions

    Recordings and live tasks before opinions. Most drop-offs are visible within an hour of watching.

  2. 02

    Map intended against actual

    The flow you designed next to the flow people take. The gap between them is the brief.

  3. 03

    Locate the failing step

    Usually one step, and usually not the one the team suspects. Long forms are rarely the real problem.

  4. 04

    Redesign the path and its edges

    The happy path plus the states around it — because people fail on the edges, not the demo route.

  5. 05

    Re-test the same task

    Same task, same measure, new design. Otherwise we have swapped one opinion for another.

Proof

On IranBroker the verification drop-off was not caused by the form being long — it was people not knowing what came next or why a document was needed. On LaunchingMax I found investors were not reading profiles at all, they were pattern-matching four signals.

iranbrokerread case study launchingmaxread case study

Know where you lose people?

If you have a funnel with a step you cannot explain, that is exactly the conversation to have.

Tell me about the drop-off