A UX audit that uncovered 15 small problems affecting completion.
The quiz told users there were five steps but asked eight questions, and only 24.63% of people finished it.
I audited the flow, found 15 issues across four areas, and fixed expectations, action hierarchy, redundant questions, and mobile readability.
Completion rose from 24.63% to 35.80% (+45%), and subscription revenue per visitor increased 3.93%.
The quiz asked users to answer eight questions, but the interface told them there were only five.
Several questions also repeated information or behaved differently from what the interface suggested. Completion was only 24.63%.
The opportunity was not to redesign the quiz visually. It was to remove the small points of friction that made the experience harder to complete.
The audit uncovered 15 issues across four areas.
Here are four of the fifteen fixes.
Completion increased from 24.63% to 35.80%.
Overall drop-off decreased by 15 percentage points, and subscription revenue per visitor increased by 3.93%.
Most UX problems are not one big broken interaction.
They accumulate through small mismatches between what the interface says and what it actually does.
In this case, fixing those small inconsistencies was enough to move completion by 45%.
I’m open to product design roles in DTC, e-commerce, and SaaS. Email is the fastest way to reach me.