Leveling Up Onboarding: Gamifying Profile Completion for Better Retention

UI/UX Designer
2025
CONTEXT

Profile completion is a crucial step in building user trust and long-term engagement.

High Drop-Off Rates
Studies show that the average completion rate for onboarding flows is around 19.2%, with a median of 10.1%, revealing significant user drop-off. (Userpilot, 2024 Benchmark Report)

Friction Points
Each additional step in the sign-up flow increases the risk of abandonment by 20%. It's essential to simplify the process to retain users. (UserGuiding, 2023)

Engagement Impact
An incomplete profile can significantly reduce engagement, as users may not fully perceive the platform's value—potentially increasing churn.

PROBLEM

A flow that fails to flow

Users were getting stuck, frustrated, or simply giving up before completing their profiles.

Users found the flow overwhelming or confusing

Through user testing, we identified several friction points that disrupted the experience. The mandatory profile photo upload blocked progress for some users, and the companion (a fish character) was perceived as annoying or irrelevant by 75% of participants. 100% of testers expressed a desire to skip the photo step entirely. The process felt rigid, and users lacked the flexibility to move through it in a way that suited their needs.

There was no feedback or motivation to continue

Navigation to edit or complete the profile was unintuitive, which made users unsure of what was expected. There was also no visual indication of progress or reward, making the experience feel like a chore rather than a journey. Without reinforcement or feedback loops, users were more likely to drop off before completing their profiles.

Lack of visibility in global markets

Many Indigenous artisans struggle to reach broader audiences due to limited exposure and underrepresentation in mainstream digital platforms.


Limited access to digital selling platforms

Existing digital marketplaces often fail to provide fair compensation, cultural context, or visibility for Indigenous artisans, making it difficult for them to monetize their craft sustainably.


Cultural misrepresentation or appropriation

Indigenous crafts are often commercialized without proper context or credit, leading to the exploitation and distortion of cultural heritage.

GOALS

Designing for ease, engagement, and emotion

Aiming to reduce friction, boost motivation, and foster a sense of connection from the start.

Reduce abandonment during onboarding

By identifying friction points early, I aimed to create a smoother, less frustrating first-time experience.

Empower users to complete their profile at their own pace

I introduced flexible but engaging paths to give users more control over their journey.

Reframe completion as something fun and rewarding

Gamification and a more expressive companion transformed the process into a playful, engaging activity.

Clarify expectations and streamline each step

Clearer copy and simplified UI helped users understand what to do, reducing hesitation and drop-off.

RESEARCH

Listening first. Designing second.

Combining user feedback, competitive analysis, and UX benchmarks to inform my direction.

User Testing with Target Audience

I conducted four user tests with a variety of target profiles (from Amazon, Desjardins, and students in law and psychology), observing their full journey from sign-up to profile completion. This phase allowed me to document their reactions in detail, capture friction points through screenshots, and map out the main pain points in the current flow.

Emotional Journey Mapping

I used the emotional user journey to better understand how users feel at each step, from sign-up to profile completion. This helped me identify moments of confusion, frustration, or hesitation, and propose more empathetic and motivating solutions.

Competitive Benchmarking

My competitive analysis focused on four key areas:

  • The onboarding journey,

  • Profile completion strategy,

  • Gamification elements, and

  • Key takeaways

Drawn from five platforms: Duolingo, Slack, Notion, Discord, and Gatheround.

SOLUTION

From obligation to exploration.

Explore Prototype

Progress Indicators

Adding a progress bar and visual cues helps users understand where they are in the completion process. This reduces uncertainty, gives a sense of momentum, and encourages them to follow through to the end.

Gamification and Encouragement

By introducing completion badges, encouraging messages, and a symbolic final reward, the flow becomes a more engaging experience. This approach boosts motivation through mini-goals and a growing sense of accomplishment.

Playful and Personnalized Elements

Introducing an evolving companion makes the sign-up process smoother and more enjoyable. This personalization builds an emotional connection and turns profile completion into an interactive journey rather than just a form to fill out.

Content and Field Clarity

Clearer labels, helpful tooltips, and motivating microcopy help users understand why certain questions are asked. This builds trust and gives them a greater sense of control throughout the process.

TEST

Did it actually work?

To validate my design choices, I conducted an A/B user test. I tested the updated design with two very different profiles: Mia, an opera singer, and Élo, a literature student. Each tested an improved version of the profile completion flow, featuring gamification, visual progress indicators, and micro-interactions.

Their feedback confirmed that the experience felt smoother, more motivating, and clearer—especially thanks to visual cues and simplified navigation. This allowed me to refine key details before finalizing the prototype.

NEXT

Growing with the companion.

Limitations

Limited User Sample
The tests were conducted with a small group of users, which limits the representativeness of the feedback collected.

Lack of Animations and Micro-Interactions
Due to time constraints, I wasn't able to include animations or micro-interactions in the prototype, even though they play a key role in enhancing engagement and perceived smoothness.

Future Opportunities

Evolving Personalized Companion

Hatch a companion through a personality quiz
→ Reflects the user’s working style and creates an emotional bond

Let the companion evolve through task completion
→ Encourages continued interaction beyond onboarding

Keep it healthy through regular activity
→ Adds a playful layer of responsibility and ongoing engagement

Fluidity and Continuous Improvements

Add animations and micro-interactions for smoother flow
→ Makes the interface feel more lively and enjoyable to use

Implement analytics tracking (e.g., completion rate, CES)
→ Enables precise measurement of impact and informed iteration

LEARNINGS

Small tweaks can lead to a big impact.

Friction hides in the details. Even small blockers like mandatory steps or unclear labels can derail the user journey.

Personalization pays off. A customizable, emotionally resonant experience increases motivation and perceived value.

Visual cues guide behavior. Progress indicators and microcopy help users feel confident and in control.

Testing early reveals the unexpected. Observing real users uncovered pain points I wouldn’t have predicted through assumptions alone.

Design is never finished. Continuous iteration, backed by data and feedback, is key to building truly user-centered experiences.