The Milkround Builder
The Modern Milkman | 2021
Role: Mid-Weight Product Designer
Tools used: Adobe XD, Miro, Jira
Specialities: Design Systems, UI, UX, Data-driven design
The challenge
The Modern Milkman’s subscription service experienced high drop-off rates during the onboarding process, which directly impacted customer retention and overall revenue.
The challenge was to redesign the onboarding experience to make it smoother, more intuitive, and more engaging. The overarching goal was to reduce churn, enhance user engagement, and ultimately increase customer lifetime value.
As the UX Designer, I managed the entire onboarding redesign process and was later promoted to Mid-Weight Product Designer as a result of my contributions. I took responsibility for leading the design effort, backed by user insights and data while collaborating closely with cross-functional teams.
The method
User research and pain point identification
I conducted in-depth user research to understand the core reasons for drop-offs.
This involved:
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Mapping out the entire customer journey to identify specific friction points in the onboarding process, from initial signup to product activation
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Analysing quantitative data from Google Analytics and user feedback to validate key pain points.
Design iteration
With research in hand, I led the design of multiple onboarding flows to determine which solutions yielded the best results. This process included:
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Multiple versions of wireframes and prototypes in Figma were created, each designed to simplify different onboarding stages.
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Testing hypotheses about the effectiveness of changes such as reduced form fields, more precise value propositions, and simplified account setup flows.
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Using data-driven decisions to continuously refine the designs, leveraging real-time user behaviour data to make quick iterations.
Data-driven decisions
Data was a cornerstone of the redesign process. I used customer insights, competitor analysis and analytics to:
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Measure the conversion rates at each step of the onboarding process.
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Optimise the flows based on user testing results and behaviour analysis, which focused on improving completion rates and reducing drop-offs.
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Implement feedback loops where new design iterations were tested and compared against baseline metrics to determine improvements.
Collaborative, cross-functional implementation
As the lead designer, I collaborated extensively with product managers, engineers, and marketers to ensure the redesign was user-friendly and aligned with business goals. My key contributions included:
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Leading design reviews with stakeholders, ensuring the onboarding experience reflected user-centred design principles and business needs.
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Working closely with development teams to ensure the designs were feasible within the existing infrastructure and met technical constraints.
Visual redesign and emotional engagement
Beyond functionality, the onboarding flow needed to engage users emotionally, reflecting The Modern Milkman’s brand values of sustainability and community. I infused the designs with the following:
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Visual storytelling elements, such as eco-friendly illustrations and concise messaging, reinforced the company’s mission.
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Simplified UI elements to reduce cognitive load, making the process visually appealing while increasing user trust.


The results
Increase in customer retention
The redesigned onboarding flow significantly increased customer retention
Direct revenue growth
The improved onboarding experience resulted in a 38% increase in revenue
Drop-off reduction
User drop-off rates during onboarding decreased significantly, boosting overall platform engagement.


Reflection
This project marked a pivotal moment in my career as I transitioned from a junior to a mid-weight product designer.
It taught me the critical importance of user-centred design, data-driven decision-making, and continuous iteration.
By leading the design process from beginning to end and taking a proactive role in driving product decisions, I significantly impacted the company’s key metrics.
This experience honed my ability to balance user needs with business goals, a skill that I will carry into all of my design work.
This case demonstrates my capacity to manage complex design projects independently, lead collaborative cross-functional teams, and use data to inform strategic decisions—all while delivering tangible business results.