Designing a faster path to first value in MGID Ads
Overview
MGID Ads is a self-serve advertising platform. New users must complete several key steps, like registration, verification, campaign and ads creation, and funding, before launching their first campaign. The existing onboarding experience created unnecessary friction, leading to early drop-offs and slow activation.
I led the redesign of the registration and onboarding flow, defining direction and priorities to reduce cognitive load, clarify next steps, and increase activation through first spend.
Categories
AdTech
Leadership
Client
MGID
Year
2024 – 2025
Problem
High drop-off during registration
No clear “what to do next” after dashboard entry
Users stuck between campaign setup, ads, wallet top-ups and KYC
Help content fragmented and rarely used in-flow
The result: many signups, few activated advertisers.
We redesigned the registration to be more linear and explicit, removing non-essential inputs and deferring decisions until after account creation.
Impact:
Registration conversion increased by ~+40–65% relative, sustained across multiple months
More users successfully entered the dashboard and continued into setup
We introduced a checklist that broke initial setup into clear steps and tested it against the existing experience.
Impact:
Small uplift in early actions (campaign & ad creation, ~+4–5% relative)
No meaningful impact on first spend → insight: checklists help users start, not finish
Based on observed behavior, we replaced narration (guided tours) with structure: a clear overview of required steps and centralized help inside the product.
Observed outcomes:
Higher reach to first meaningful action (+10–60% relative across cohorts)
Conversion to first spend increased by up to ~+30–160% relative compared to earlier months
Median time to first action dropped significantly, especially for organic users
More users completed registration and launched campaigns
Faster activation without increased friction
Higher share of users reaching first spend within the first two weeks
Clear direction for future onboarding improvements
Designing a faster path to first value in MGID Ads
Overview
MGID Ads is a self-serve advertising platform. New users must complete several key steps, like registration, verification, campaign and ads creation, and funding, before launching their first campaign. The existing onboarding experience created unnecessary friction, leading to early drop-offs and slow activation.
I led the redesign of the registration and onboarding flow, defining direction and priorities to reduce cognitive load, clarify next steps, and increase activation through first spend.
Categories
AdTech
Leadership
Client
MGID
Year
2024 – 2025
Problem
High drop-off during registration
No clear “what to do next” after dashboard entry
Users stuck between campaign setup, ads, wallet top-ups and KYC
Help content fragmented and rarely used in-flow
The result: many signups, few activated advertisers.
We redesigned the registration to be more linear and explicit, removing non-essential inputs and deferring decisions until after account creation.
Impact:
Registration conversion increased by ~+40–65% relative, sustained across multiple months
More users successfully entered the dashboard and continued into setup
We introduced a checklist that broke initial setup into clear steps and tested it against the existing experience.
Impact:
Small uplift in early actions (campaign & ad creation, ~+4–5% relative)
No meaningful impact on first spend → insight: checklists help users start, not finish
Based on observed behavior, we replaced narration (guided tours) with structure: a clear overview of required steps and centralized help inside the product.
Observed outcomes:
Higher reach to first meaningful action (+10–60% relative across cohorts)
Conversion to first spend increased by up to ~+30–160% relative compared to earlier months
Median time to first action dropped significantly, especially for organic users
More users completed registration and launched campaigns
Faster activation without increased friction
Higher share of users reaching first spend within the first two weeks
Clear direction for future onboarding improvements
Designing a faster path to first value in MGID Ads
Overview
MGID Ads is a self-serve advertising platform. New users must complete several key steps, like registration, verification, campaign and ads creation, and funding, before launching their first campaign. The existing onboarding experience created unnecessary friction, leading to early drop-offs and slow activation.
I led the redesign of the registration and onboarding flow, defining direction and priorities to reduce cognitive load, clarify next steps, and increase activation through first spend.
Categories
AdTech
Leadership
Client
MGID
Year
2024 – 2025
Problem
High drop-off during registration
No clear “what to do next” after dashboard entry
Users stuck between campaign setup, ads, wallet top-ups and KYC
Help content fragmented and rarely used in-flow
The result: many signups, few activated advertisers.
We redesigned the registration to be more linear and explicit, removing non-essential inputs and deferring decisions until after account creation.
Impact:
Registration conversion increased by ~+40–65% relative, sustained across multiple months
More users successfully entered the dashboard and continued into setup
We introduced a checklist that broke initial setup into clear steps and tested it against the existing experience.
Impact:
Small uplift in early actions (campaign & ad creation, ~+4–5% relative)
No meaningful impact on first spend → insight: checklists help users start, not finish
Based on observed behavior, we replaced narration (guided tours) with structure: a clear overview of required steps and centralized help inside the product.
Observed outcomes:
Higher reach to first meaningful action (+10–60% relative across cohorts)
Conversion to first spend increased by up to ~+30–160% relative compared to earlier months
Median time to first action dropped significantly, especially for organic users
More users completed registration and launched campaigns
Faster activation without increased friction
Higher share of users reaching first spend within the first two weeks
Clear direction for future onboarding improvements
