Project Management
UX Design
User Testing
Spec Writing




Social Tools is a SaaS tool that allows you to create and run contests and promotions on your Facebook fan page. Social Tools needed help to increase sign ups, retention, and usage via a redesign of both the site,, and the tool itself.


Social Tools had a low sign up rate, and of those who signed up, many abandoned before even using Social Tools to publish an application (contest, promo, etc.) on Facebook. The company is also based in Mexico and wanted to address all of its UX issues before expanding to the US.

User testing revealed the following top issues:

  • Low trust in the site and the tool because of inconsistencies and mistakes; perception that Social Tools was an offshore company
  • The amount and complexity of the content was overwhelming and made the tool seem difficult to use
  • After basic account setup, there was little onboarding for users to create their first Facebook applications once inside the tool


As the project manager for the Social Tools project, I led the team to increase Social Tools' conversion, with an emphasis on increasing trust, simplifying, and improving onboarding. I personally worked on user testing and redesigned wireframes for the site and tool. Afterward, I coordinated the delivery of UI designs and a style guide (not my work) as well. 

User Testing

To get to the core of the problem, I first conducted user tests.

User testing details:
  • Tested end-to-end experience from arriving at the site to signing up and publishing the first application
  • Used current live site
  • 3 moderated, remote sessions
  • Participants: 3 Facebook page owners (Social Tools' target market)
Questions that I sought to answer:


  1. What are the top obstacles for sign up?

The Social Tools site home page has lots of content, which makes it more difficult to scan, and it primarily focuses on the applications that Social Tools offers. There is a benefits section, but it is at the bottom of the page. As one tester commented, "I haven't got the 'oh yeah, I want to try this' feeling from the get-go."

Solution: Simplify the home page and place the benefits up front. Reword copy to be benefit-oriented.

2 testers pointed out small details that lowered their trust in the site, i.e. typos, the lack of a dollar sign for prices, and styling inconsistencies between pages. 1 tester said that he would likely not sign up because it seemed like Social Tools was an offshore company. 

Solution: Unify styling across the site and tool, and eliminate small errors.

2 users commented on the amount of content on the home page right away. One noted that it was "text-heavy," and another said, "Whoa, this is a lot of stuff, I almost just want to bypass this whole thing."

Solution: Simplify the homepage, keep only what is necessary.

   2. What are the top obstacles for publishing an application?

2 testers did not know how to proceed after they had signed up and entered the tool. One commented, "I have no idea what to do right now," and another later noted "I definitely would have bailed."

Solution: Improve onboarding, especially when the user first enters the tool.

Funnel Improvements

1. Increasing Sign Ups

Simplification and Benefits

User testing revealed that lack of trust and unclear benefits were the top issues preventing users from signing up. To address these issues, I eliminated content, provided benefits-oriented copy, and also standardized styling across the Social Tools site pages. 

2. Increasing Application Publication Rates

Clearer Onboarding

To better enable users to publish their first application, I reduced the number of steps in the onboarding process from 9 to 6. I also provided guidance and made the process as clear as possible with labeled steps and helpful tooltips.

3. Increasing Retention

Introduction to Dashboard

The original onboarding flow did not encourage retention. Because it jumped right into creating an app, users could find the tool unfamiliar and not know how to create another application if they returned to the tool later. There were also few upsells to upgrade to the paid version. In the redesign, the user sees the dashboard right away, and the option to upgrade is available throughout the tool.

Onboarding Flow

Original Flow (9 steps)

Redesigned Flow (6 steps)

Before & After

Home Page



Pricing Page






Application Creation