Introducing a new Homepage and redesigning key user flows: For comprehension and user engagement
UX DESIGN | RESEARCH | PROTOTYPING
My Role
Lead Product Designer
Team
1 Designer(Me), 1 Product Manager, Team of 3 Engineers
Project Overview
Fletch lacked a central entry point to showcase its value and guide users through its core features. This project introduced Fletch’s first homepage, along with an improved onboarding experience, designed to clarify its offerings—Prioritizer, Forecaster, and Ask Fletch—while surfacing actionable insights and simplifying user navigation. The goal was to enhance user comprehension, drive engagement, and create a seamless starting point for both new and returning users.
Impact
50%
increase in activation rate
20%
increase in accounts created
Key Problem faced by users in the Product
Users did not understand the product’s value without external guidance.
1
Users could not differentiate between core features offered by Fletch
2
Users found it overwhelming to navigate the feeds and uncover critical insights.
3
Problem 1:
“I don’t fully understand what Fletch does without a human product tour”
The product began as a single-page web app, but as it evolved, we introduced two core features: Prioritizer and Forecaster. However, we lacked a unified entry point to connect these features and an onboarding experience to educate users about their purpose and value. This project aimed to address these gaps by creating a central homepage and a guided onboarding flow to improve feature discoverability, streamline navigation, and set users up for success.
Problem 2:
“I don’t know the difference between Prioritizer and Forecaster.”
Users struggled to differentiate between Prioritizer and Forecaster, leading to confusion about their purpose and usage. This lack of clarity caused users to overlook these critical tools, limiting their ability to fully leverage Fletch’s threat analysis capabilities.
Problem 3:
“Feeds feel overwhelming, and I’m unsure where to start.”
Users found the Feeds overwhelming and cluttered, making it difficult to identify where to begin or focus their attention. This resulted in confusion and reduced engagement with actionable insights.
User’s don’t understand what Forecaster does
It’s not clear that the threats are forecasted based on the data they added themselves
User’s do not get how Fletch prioritizes alerts
They don't know where to look first with so many modules in the first fold and the main content hidden under
Goals for the design:
Unifying the Experience
Design a cohesive homepage that effectively introduces Fletch’s value, guides users through key features, and fosters meaningful engagement with the product.
Simplifying the feeds
Simplify the feeds to enhance clarity, ensuring users can easily identify actionable insights and relevant threats based on their data.
New Onboarding Experience
Design a seamless onboarding experience that reinforces Fletch’s value, collects user preferences, and builds scalable, reusable elements for future updates.
Solutions
A new onboarding experience
Designed an intuitive onboarding flow that highlights Fletch’s value, tailors the experience based on user preferences, and ensures scalability for future updates.
New Home Page: onboard users, show all the features and give users a macro view of all their data
For a long time, Fletch's homepage was centered around the Fletch Feed, which helped users discover what mattered to them from the threat landscape. As we developed product areas like Prioritizer and Forecaster, the Feed was divided into two distinct sections:
The Prioritizer Feed, showing immediate and relevant threats ("what's in your house")
The Forecaster Feed, showing future threats ("what's coming your way")
As new features like Ask Fletch and Daily Advisor were added, the absence of a cohesive homepage became more evident, hindering the progressive disclosure of key features and impacting user comprehension.
Simplified feeds: for better comprehension
The redesigned feeds focus on clarity by reducing noise and prioritizing key insights. By separating critical information into distinct sections—Prioritizer and Forecaster—users can easily grasp the most relevant threats, both immediate and upcoming. This simplification improves comprehension and guides users toward meaningful interactions with the platform.
Introducing a new Homepage and redesigning key user flows: For comprehension and user engagement
UX DESIGN | RESEARCH | PROTOTYPING
My Role
Lead Product Designer
Team
1 Designer(Me), 1 Product Manager, Team of 3 Engineers
Project Overview
Fletch lacked a central entry point to showcase its value and guide users through its core features. This project introduced Fletch’s first homepage, along with an improved onboarding experience, designed to clarify its offerings—Prioritizer, Forecaster, and Ask Fletch—while surfacing actionable insights and simplifying user navigation. The goal was to enhance user comprehension, drive engagement, and create a seamless starting point for both new and returning users.
Impact
50%
increase in activation rate
20%
increase in accounts created
Key Problem faced by users in the Product
Users did not understand the product’s value without external guidance.
1
Users could not differentiate between core features offered by Fletch
2
Users found it overwhelming to navigate the feeds and uncover critical insights.
3
Problem 1:
“I don’t fully understand what Fletch does without a human product tour”
The product began as a single-page web app, but as it evolved, we introduced two core features: Prioritizer and Forecaster. However, we lacked a unified entry point to connect these features and an onboarding experience to educate users about their purpose and value. This project aimed to address these gaps by creating a central homepage and a guided onboarding flow to improve feature discoverability, streamline navigation, and set users up for success.
Problem 2:
“I don’t know the difference between Prioritizer and Forecaster.”
Users struggled to differentiate between Prioritizer and Forecaster, leading to confusion about their purpose and usage. This lack of clarity caused users to overlook these critical tools, limiting their ability to fully leverage Fletch’s threat analysis capabilities.
Problem 3:
“Feeds feel overwhelming, and I’m unsure where to start.”
Users found the Feeds overwhelming and cluttered, making it difficult to identify where to begin or focus their attention. This resulted in confusion and reduced engagement with actionable insights.
User’s don’t understand what Forecaster does
It’s not clear that the threats are forecasted based on the data they added themselves
User’s do not get how Fletch prioritizes alerts
They don't know where to look first with so many modules in the first fold and the main content hidden under
Goals for the design:
Unifying the Experience
Design a cohesive homepage that effectively introduces Fletch’s value, guides users through key features, and fosters meaningful engagement with the product.
Simplifying the feeds
Simplify the feeds to enhance clarity, ensuring users can easily identify actionable insights and relevant threats based on their data.
New Onboarding Experience
Design a seamless onboarding experience that reinforces Fletch’s value, collects user preferences, and builds scalable, reusable elements for future updates.
Solutions
A new onboarding experience
Designed an intuitive onboarding flow that highlights Fletch’s value, tailors the experience based on user preferences, and ensures scalability for future updates.
New Home Page
A new home page to: onboard users, show all the features and give users a macro view of all their data
For a long time, Fletch's homepage was centered around the Fletch Feed, which helped users discover what mattered to them from the threat landscape. As we developed product areas like Prioritizer and Forecaster, the Feed was divided into two distinct sections:
The Prioritizer Feed, showing immediate and relevant threats ("what's in your house")
The Forecaster Feed, showing future threats ("what's coming your way")
As new features like Ask Fletch and Daily Advisor were added, the absence of a cohesive homepage became more evident, hindering the progressive disclosure of key features and impacting user comprehension.
Simplified feeds: for better comprehension
The redesigned feeds focus on clarity by reducing noise and prioritizing key insights. By separating critical information into distinct sections—Prioritizer and Forecaster—users can easily grasp the most relevant threats, both immediate and upcoming. This simplification improves comprehension and guides users toward meaningful interactions with the platform.