```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FzoQealXmqoPM9mSypflK4CaPetJ2%2Fonsi-control-hub%2Fbcc07385-110f-45b5-9112-6c0438fe8720.png?alt=media&token=4fc14f20-2ceb-432d-ae08-2fa61813d838","id":"bcc07385-110f-45b5-9112-6c0438fe8720","width":1790,"height":1368,"filename":"CH.png","type":"image/png","caption":"Control Hub - Home","border":false}]}
```

As the lead product designer at [Onsi](https://onsi.com/), I redesigned the Control Hub, a web platform that allows partners to manage and customise insurance, wellbeing, and savings packages for over 500,000 gig-workers. The objective was to enhance partners’ satisfaction and loyalty by improving their control over offerings, giving prominence to elements that provide them the most value, and setting the stage for future improvements.

I followed an empathetic design process, drawing insights from ongoing partner dialog and user research. The iterative development cycle involved ideation, prototyping, member trials, testing, and implementation, with a focus on speed, quality, and scalability.

One of the significant challenges I faced was the outdated code base and design approach, making the product challenging to maintain and update. To overcome this, I implemented a new design system that fostered collaboration between designers and developers, ensuring consistency and efficiency across the product.

This project successfully addressed immediate challenges, laying the foundation for continuous improvement and the introduction of new features. The project also achieved a positive shift in key performance indicators, marking a significant advancement towards the overarching objectives.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FzoQealXmqoPM9mSypflK4CaPetJ2%2Fonsi-control-hub%2F2b7368c6-1f24-43ec-8acd-15a0063f822d.png?alt=media&token=935f53c5-a6bd-474e-98d6-09f72fb60c6f","id":"2b7368c6-1f24-43ec-8acd-15a0063f822d","width":1790,"height":1368,"filename":"CH-Insights.png","type":"image/png","caption":"Control Hub - Insights (Dark)","border":false}]}
```

Onsi - Control Hub

In January 2022 I was tasked with redesigning the onboarding and signup experience for the [So Vegan](https://www.wearesovegan.com/) native application.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FzoQealXmqoPM9mSypflK4CaPetJ2%2Fwk6hwvKP16Ze5uUKJPkx%2F2350c4f6-4ed3-4dc6-844b-4f9fd1bfd879.jpg?alt=media&token=2698e859-b9d6-4dcd-9305-69f9a5d5a791","id":"2350c4f6-4ed3-4dc6-844b-4f9fd1bfd879","width":1440,"height":1024,"filename":"1.jpg","type":"image/jpeg","caption":"Redesign overview","border":false}]}
```

With veganism rapidly gaining popularity, the app aims to tap into the growing global community and monetise the most loyal fans. The concept is to be a premium recipe experience which inspires people to eat more plants.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FzoQealXmqoPM9mSypflK4CaPetJ2%2Fwk6hwvKP16Ze5uUKJPkx%2Ff96b22bf-b562-4b43-bc32-b4757c74212c.jpg?alt=media&token=eeee705d-bcf8-4289-9e6f-2db2b54a973b","id":"f96b22bf-b562-4b43-bc32-b4757c74212c","width":1386,"height":498,"filename":"23.jpg","type":"image/jpeg","caption":"Style Guide & Components","border":false}]}
```

**Primary project goals**\
To increase the download to sign-up conversion rate by making users feel more compelled and informed about the product from the get-go.\
\
**Secondary project goals**\
To add a more premium look and feel of the onboarding experience, app icon and store graphics.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FzoQealXmqoPM9mSypflK4CaPetJ2%2Fwk6hwvKP16Ze5uUKJPkx%2F9a1ff71f-3758-48a1-b18c-d2275b5ecef3.jpg?alt=media&token=1b63bc89-d592-4ab7-9fed-7b442a35e3bf","id":"9a1ff71f-3758-48a1-b18c-d2275b5ecef3","width":1169,"height":416,"filename":"4.jpg","type":"image/jpeg","caption":"Graph of the primary KPI","border":false}]}
```

Upon release, two-thirds of users who download the app were now signing up,\
with the average conversion rate shifting by approximately 40%.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FzoQealXmqoPM9mSypflK4CaPetJ2%2Fwk6hwvKP16Ze5uUKJPkx%2F542b8ca8-c6dd-43d1-a11f-2efac56729e7.jpg?alt=media&token=eb002a04-4d4b-41cb-a338-a9af12d6d281","id":"542b8ca8-c6dd-43d1-a11f-2efac56729e7","width":958,"height":678,"filename":"5.jpg","type":"image/jpeg","caption":"App of the day feature","border":false}]}
```

Following the changes Apple featured the So Vegan iOS app on their ‘New Apps We Love’ section on the App Store on the 25th of April. This was then followed up with ‘App of the day’ on the 15th of June 2022.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FzoQealXmqoPM9mSypflK4CaPetJ2%2Fwk6hwvKP16Ze5uUKJPkx%2F831fda81-839b-4ede-9b22-bfc331856cca.jpg?alt=media&token=ead79d94-495f-40a3-ad40-0dfff60833b2","id":"831fda81-839b-4ede-9b22-bfc331856cca","width":958,"height":678,"filename":"6.jpg","type":"image/jpeg","caption":"The redesigned app","border":false}]}
```

> *"Tim recently worked on some design improvements for our recipe app. First we worked together to scope the key requirements for the project and we were immediately impressed with Tim's knowledge of the industry, design patterns and his process. His designs were modern and reflect his excellent attention to detail, and he went above and beyond to help us review the app when the designs were first deployed for testing. As soon as Tim's redesigns were released to users, we saw a significant increase in performance and we're really looking forward to working with him to help us improve more features in the app."*

– Ben Pook, So Vegan Co-Founder

---

**Please feel free to [contact me](http://mailto:tim@iamtimparker.com) to view the full case study.**

So Vegan - App Onboarding

Product Design Lead / DJ

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So Vegan App Onboarding

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Hosting 'You'll Soon Know' since 2011, broadcasting monthly live from Dalston, London.

Tim Parker

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