Zwift Web Experience Deep Dive
Role: Growth Team Sr. Product Design Manager. This project required aligning cross-functional teams, managing competing priorities, and ensuring our design solutions balanced user needs with business objectives.
Duration: February 2022 – August 2022
Team: Collaborated with Product Managers, Marketing, Creative Engineers, Data Analysts, and Visual Designers.
Outcome: The onboarding completion rate, Increased by 18% after the redesign, more users successfully completed account creation and progressed to their first ride
Problem Statement
The Zwift website was not effectively guiding new users through the onboarding journey, leading to confusion about equipment requirements, unclear value propositions, and friction in the account creation process.
As a result, onboarding completion rates were lower than expected, and users often struggled to transition seamlessly from sign-up to their first ride. The web redesign aimed to improve clarity, streamline user flows, and create a more intuitive entry point into the Zwift ecosystem, ultimately increasing onboarding completion and activation rates.
Gaining Leadership Buy-in
I created a high-level overview of the project and initial concept designs to levelset with the cross-functional executive team and prioritize the initiative for the following quarter
Collaboration
The website was usually seen as “owned” by the marketing team. I completed an audit of the original site created by marketing as a brand asset, we used this doc to collaborate with marketing to make sure the UX design intent and brand language aligned.
Highlevel Approach
Research Summary
Lack of information during signup left users unable to clearly articulate what Zwift would offer them, or what they should expect during trial.
This was confirmed by asking users to explain what they should expect to be able to do with Zwift once they reached the download page.
Very few could articulate what they would do in Zwift, and no one could explain what the trial would have in store for them.
Some articulated they would need to review the benefits before signing up to spend $15/month.
There was significant confusion about when the trial starts and when billing would start. Strongly recommend adjusting copy to use clear instruction on when and how trial and billing will start.
“Very, very strongly recommend reiterating the benefits of Zwift through to the download page. Additionally, once the trial experience is designed, articulate the trial flow in the download page so users can anticipate their first Zwift session.”
Primary Use Cases
Just heard about Zwift from an ad, rides bike, has no idea what Zwift is.
Recently bought a trainer in order to Zwift, now ready to subscribe
Already advanced rider, looking for and Indoor training service
Updated Web Architecture
WIP Site Wireframe
Site Rollout
Phased Deployment
Following the redesign of Zwift’s web onboarding experience, a phased rollout strategy was implemented to ensure a seamless transition, minimize risk, and maximize impact. The approach focused on validating improvements through iterative testing, monitoring key success metrics, and optimizing based on real-time user feedback.
To mitigate risk, the rollout was structured in stages:
Soft Launch (Beta Testing): Released the new onboarding flow to a controlled segment of new users, allowing for data collection and usability feedback before full deployment.
A/B Testing: Ran side-by-side comparisons of the new and legacy web experiences to measure improvements in onboarding completion and activation rates.
Gradual Scale-Up: Rolled out the updated flow to increasing user segments while monitoring engagement and conversion metrics.
Key Success Metrics
The rollout was measured against three core KPIs to assess effectiveness:
Onboarding Completion Rate: Targeted a 25% increase by streamlining account creation and equipment setup guidance.
Activation Rate (First Ride Within 24 Hours): Aimed to improve by 15%, ensuring users transitioned smoothly from sign-up to their first Zwift experience.
Drop-Off Rate Reduction: Focused on decreasing early churn by addressing major friction points identified during research.
Iterative Optimization
Throughout the rollout, continuous monitoring and user feedback informed refinements:
Heatmaps & Session Recordings: Used behavioral tracking to identify any friction points in real-time.
User Feedback Loops: Collected qualitative feedback through surveys and support channels.
Conversion Funnel Analysis: Assessed where users dropped off and iterated on copy, layout, and CTA placement to improve engagement.
Full Launch & Post-Rollout Enhancements
Once the rollout demonstrated a consistent positive impact, the redesigned onboarding flow was fully deployed across all new user entry points. Post-launch, additional refinements were made, including enhanced personalization and dynamic content surfacing to further guide new users.
This structured approach ensured the web redesign delivered meaningful improvements in user activation, retention, and overall onboarding success.