Consumer Security App Onboarding & Churn Reduction

The Challenge

Converting standard ISP customers into premium security software subscribers required frictionless onboarding. Any UX friction in the web-to-app signup flow drove up expensive Tier-1 support tickets and caused Day-30 trial churn.

The Approach

I orchestrated a complete teardown and redesign of the self-serve subscription and app-activation funnels. By implementing deep funnel instrumentation, I identified the exact drop-off points between the web portal and the mobile app, redesigning the flow to eliminate dead-ends and automate self-serve remediation.

Impact

Successfully launched the product and fundamentally shifted the onboarding curve, reducing both customer support ticket volume and trial abandonment through data-driven UX friction removal.