Small fixes,

big lift — 18% drop-off

big lift— 18% drop-off

reduction at step one

reduction at step 1

52% → 34%

52% → 34%

Onboarding drop-off

8 → 5

Task completion flow

4.3 / 5

Customer satisfaction

Domain

B2B
HRTech
AI

B2B, HRTech, AI

Users

Recruiters
Hiring Managers
HRDs
Candidates

Recruiters, Hiring Managers, HRDs
& Candidates

Team

Product Manager
Developers
HR Consultant
BusDev
Founding Product Designer (me)

Product Manager, Developers, HR Consultant, BusDev, Founding Product Designer (me)

What I did

Design audit
User research
Key product design
UX/UI direction
User testing

Design audit, User research, Key product design, UX/UI direction, User testing

Product Context

Potis.ai is an AI-powered recruiter that helps growing teams run structured, unbiased interviews at scale.

I joined 3 months after launch as the Founding Product Designer. There I owned end-to-end UX process and partnered with founders to evolve the product from early traction into a scalable platform.

Potis.ai is an AI-powered recruiter that helps growing teams run structured, unbiased interviews at scale. I joined 3 months after launch as the Founding Product Designer. There I owned end-to-end UX process and partnered with founders to evolve the product from early traction into a scalable platform.

Problem

After launching on Product Hunt and becoming the #2 product of the day, the product had a massive flow of new users.

But over 50% of first-time users dropped off at the very first step — creating a job description. It quickly became clear that this was our activation bottleneck. And resolving this was one of my first and most urgent tasks.

Research

I kept it lean and focused. First, I reviewed session replays in Hotjar. Then, I ran usability tests asking HR professionals to hire a backend developer. Closely with the PM, we validated early hypotheses and uncovered what truly mattered.

Key research findings

  1. Creating a job felt long and complex — requiring a significant amount of manual input.

  2. Users wanted fast service — test the platform without putting
    in too much time and effort.

  3. No role available to test — recruiters without open roles preferred not to write random stuff, maybe return later.

  1. Creating a job felt long and complex — requiring a significant amount of manual input.

  2. Users wanted fast service — test the platform without putting in too much time and effort.

  3. No role available to test — recruiters without open roles preferred not to write random stuff, maybe return later.

Solution

The goal was simple: remove friction and build confidence from the very first screen. The original flow was a long, manual wizard where users had to enter everything themselves.

I redesigned the first step with AI-generated job descriptions, a visual editor for easy refinement, and contextual alerts to reduce errors and cognitive load.

I redesigned the first step with AI-generated job descriptions, a visual editor for easy refinement, and contextual alerts to reduce errors and cognitive load.

We had a few major iterations, where I improved the UI across the following steps — removing unnecessary actions and adding AI support where it created real value.
As a result, the flow went from 8 clicks down to 5.

We had a few major iterations, where I improved the UI across the following steps — removing unnecessary actions and adding AI support where it created real value. As a result, the flow went from 8 clicks down to 5.

Impact

Within 3 months of launch, results showed clear improvements:

Within 3 months of launch, results showed clear improvements:

52% →34%

52% →34%

Drop-off at the first step decreased

Drop-off at the first step decreased

8 → 5

A shorter path to complete a role-creation task

A shorter path to complete
a role-creation task

A shorter path to complete a role-creation task

4.3 / 5

Users rated
the redesigned flow

Users rated the redesigned flow

Users rated the redesigned flow

Lesson learned

Once again, it became clear to me that small, targeted improvements at critical points can have an enormous impact, especially when they make the experience feel effortless from the start.

Once again, it became clear to me that small, targeted improvements at critical points can have an enormous impact, especially when they make the experience feel effortless from the start.

next / Redesigning the aha moment to drive activation

next / Redesigning the aha moment
to drive activation

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