Phia

SeriMind

Role

Product Designer

For

Phia Design Team

Timeline

One week in March 2026

Deliverables

2 High-Fidelity Figma Prototypes

FigJam Work Progression Chart

Google Doc Written Brief

Highlighted Metrics

100% of tested users reported an enhanced experience and expressed high intent to use the app for future shopping.

Collaboration

Phoebe Gates - Fouder of Phia

Sophia Delrosario - Design Lead

Maja Ostrowska - Product Manager

Role

Product Designer

For

Phia Design Team

Timeline

One week in March 2026

Deliverables

2 High-Fidelity Figma Prototypes

FigJam Work Progression Chart

Google Doc Written Brief

Highlighted Metrics

100% of tested users reported an enhanced experience and expressed high intent to use the app for future shopping.

Collaboration

Phoebe Gates - Fouder of Phia

Sophia Delrosario - Design Lead

Maja Ostrowska - Product Manager

Summary

This project focuses on optimizing Phia’s current onboarding process to tackle user drop-off. Phia is a shopping assistant that helps users discover the best deals while browsing in Safari. With the current onboarding drop-off rate sitting at approximately 50%, my mission was to redesign the in-app onboarding and first-time tutorial experiences to eliminate user friction and streamline the setup flow.

Summary

This project focuses on optimizing Phia’s current onboarding process to tackle user drop-off. Phia is a shopping assistant that helps users discover the best deals while browsing in Safari. With the current onboarding drop-off rate sitting at approximately 50%, my mission was to redesign the in-app onboarding and first-time tutorial experiences to eliminate user friction and streamline the setup flow.

Research

Research

App Store Reviews

I collected the most typical critical reviews related to the onboarding process from the App Store. Most people expressed concerns about the safety and privacy of the Safari extension.

App Store Reviews

I collected the most typical critical reviews related to the onboarding process from the App Store. Most people expressed concerns about the safety and privacy of the Safari extension.

This app repures a broser plugni to see all of a user's internet activity. It claims it's only looking for activity where a person may be "shopping". There is no reliable way of knowing how this data is being used, sold, or secured. This is too invasive for me.

No Data Privancy

App Store Review

App Store Reviews

I collected the most typical critical reviews related to the onboarding process from the App Store. Most people expressed concerns about the safety and privacy of the Safari extension.

This app repures a broser plugni to see all of a user's internet activity. It claims it's only looking for activity where a person may be "shopping". There is no reliable way of knowing how this data is being used, sold, or secured. This is too invasive for me.

No Data Privancy

App Store Review

Combyne

Beni

Rakuten

Shoppin

Competitive Analysis

From this research, I found that users prefer having a sense of control and are less receptive to onboarding flows that feel forced or overly restrictive.

Combyne

Beni

Rakuten

Shoppin

Competitive Analysis

From this research, I found that users prefer having a sense of control and are less receptive to onboarding flows that feel forced or overly restrictive.

Combyne

Beni

Shoppin

Rakuten

Competitive Analysis

From this research, I found that users prefer having a sense of control and are less receptive to onboarding flows that feel forced or overly restrictive.

User Interview Analysis

Screen Auditing

Screen Auditing

Problems & Solutions

Problems & Solutions

The Problem:
I identified several friction points where the design felt counterintuitive, triggering user drop-off. The primary issues during in-app onboarding stemmed from privacy and safety concerns, as well as full screen takeover to push users enable notification.

The main problem with the extension tutorial was the inconsistent indicators competing for focal points.


The Solution:

  • My goal is to realign the in-app onboarding experience with user intuition. The core strategy is simplification: adding safety and privacy statements and eliminate forced full-screen takeovers to give users a sense of control.

  • To resolve the inconsistent indicators in the tutorial, I standardized the user guidance to prevent users from getting lost on the page.

Onboarding

Onboarding

Added Privacy and Access information regarding the browser extension.

Moved Notification and "Track Other Apps Activity" permissions to the final step without dedicated splash screens to reduce user friction.

Added Privacy and Access information regarding the browser extension.

Moved Notification and "Track Other Apps Activity" permissions to the final step without dedicated splash screens to reduce user friction.

Tutorial

Tutorial

Standardized user guidance with blue visual cues to prevent users from getting lost on the page.

Simplified button copy for starting and ending tutorials to be more straightforward.

Before

50%

Phia's onboarding drop-off rate sitting at approximately 50%.

After

100%

100% of tested users reported an enhanced experience and expressed high intent to use the app for future shopping.

Before

50%

Phia's onboarding drop-off rate sitting at approximately 50%.

Before

50%

Phia's onboarding drop-off rate sitting at approximately 50%.

After

100%

100% of tested users reported an enhanced experience and expressed high intent to use the app for future shopping.

After

100%

100% of tested users reported an enhanced experience and expressed high intent to use the app for future shopping.

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