Signup flow
One field removed. Two steps. Five hours from diagnosis to production.
edrone is a marketing automation CRM for ecommerce. The platform had just launched a self-serve freemium tier, but the signup form was still built for the sales-led era. Amplitude showed massive drop-off at the form. A Claude-powered UX agent I had built confirmed two issues by auditing the full signup flow: the phone field was the primary drop-off point, and SSO did not actually create an account. Mobile conversion sat at 0.05%.
The drop-off was on the very first step of the freemium funnel. Fixing it would compound through every step downstream.
Two problems, two fixes, shipped at once. Splitting them would have meant waiting at least 3 weeks per change to collect meaningful data on low traffic.
Phone field was the primary drop-off
Sales confirmed they no longer used it. I removed it. The product only needed three fields: email, name, and store URL.
SSO did not create an account
I restructured into two steps: step 1 creates the account (email or SSO), step 2 collects name and store URL. SSO now works as expected.
After changes, step 1. Creates the account. step 2. Collects what the product needs.
I built the entire frontend directly in Codex, no separate design phase in Figma. The frontend developer handled the backend changes. On production within 5 hours.
Desktop signups doubled (+100%). Mobile went from 0.05% to 3%, a 5900% increase.
From identifying the drop-off to shipping the fix on production. One designer, no separate design phase.