SaaS • Creator economy
SaaS • Creator economy
Streamlabs web onboarding - designing a frictionless start for 10 million creators
Streamlabs web onboarding - designing a frictionless start for 10 million creators
My Role
My Role
My Role
Lead Designer
Lead Designer
Lead Designer
Industry
Industry
Industry
Creator Economy
Creator Economy
Creator Economy
Timeline
Timeline
Timeline
2024-2025
2024-2025
2024-2025
Overview
In 2024-2025, I led the redesign of Streamlabs’ onboarding experience across web and mobile.
This flow is the first touchpoint for more than 10 million monthly active creators using Streamlabs tools, making it one of the highest-impact surfaces in the product.
My goal was to make onboarding intuitive, data-driven, and personalized - transforming scattered sign-ups into confident first-time streamers and ultimately increasing Ultra subscription conversion by 57%.
Overview
In 2024-2025, I led the redesign of Streamlabs’ onboarding experience across web and mobile.
This flow is the first touchpoint for more than 10 million monthly active creators using Streamlabs tools, making it one of the highest-impact surfaces in the product.
My goal was to make onboarding intuitive, data-driven, and personalized - transforming scattered sign-ups into confident first-time streamers and ultimately increasing Ultra subscription conversion by 57%.
Overview
In 2024-2025, I led the redesign of Streamlabs’ onboarding experience across web and mobile.
This flow is the first touchpoint for more than 10 million monthly active creators using Streamlabs tools, making it one of the highest-impact surfaces in the product.
My goal was to make onboarding intuitive, data-driven, and personalized - transforming scattered sign-ups into confident first-time streamers and ultimately increasing Ultra subscription conversion by 57%.
57%
57%
57%
Increase in Ultra Conversions
Increase in Ultra Conversions
Increase in Ultra Conversions
260%
260%
260%
Engagement increase
Engagement increase
Engagement increase
+17%
+17%
+17%
Increase in Completion
Increase in Completion
Increase in Completion
Context
Streamlabs helps creators broadcast, engage, and monetize across Twitch, YouTube, TikTok, and more.
For readers unfamiliar with streaming tools:
Alert Box lets streamers show real-time alerts (follows, tips, subs) on screen - core to audience engagement.
Widgets are visual add-ons (chat boxes, donation goals) that make streams interactive.
Cloudbot automates moderation and chat responses, keeping communities active and safe.
These three tools drive early creator success, retention, and monetization - so improving their discovery was critical.
Context
Streamlabs helps creators broadcast, engage, and monetize across Twitch, YouTube, TikTok, and more.
For readers unfamiliar with streaming tools:
Alert Box lets streamers show real-time alerts (follows, tips, subs) on screen - core to audience engagement.
Widgets are visual add-ons (chat boxes, donation goals) that make streams interactive.
Cloudbot automates moderation and chat responses, keeping communities active and safe.
These three tools drive early creator success, retention, and monetization - so improving their discovery was critical.
Context
Streamlabs helps creators broadcast, engage, and monetize across Twitch, YouTube, TikTok, and more.
For readers unfamiliar with streaming tools:
Alert Box lets streamers show real-time alerts (follows, tips, subs) on screen - core to audience engagement.
Widgets are visual add-ons (chat boxes, donation goals) that make streams interactive.
Cloudbot automates moderation and chat responses, keeping communities active and safe.
These three tools drive early creator success, retention, and monetization - so improving their discovery was critical.
My role
As Lead Product Designer, I owned end-to-end UX strategy and execution for onboarding:
Defined success metrics and instrumentation strategy with Data Science.
Created the new information architecture and task-based UI.
Designed, prototyped, and ran six major A/B tests with PM and Growth Engineering.
Partnered with Marketing to align conversion copy and cross-platform continuity.
My role
As Lead Product Designer, I owned end-to-end UX strategy and execution for onboarding:
Defined success metrics and instrumentation strategy with Data Science.
Created the new information architecture and task-based UI.
Designed, prototyped, and ran six major A/B tests with PM and Growth Engineering.
Partnered with Marketing to align conversion copy and cross-platform continuity.
My role
As Lead Product Designer, I owned end-to-end UX strategy and execution for onboarding:
Defined success metrics and instrumentation strategy with Data Science.
Created the new information architecture and task-based UI.
Designed, prototyped, and ran six major A/B tests with PM and Growth Engineering.
Partnered with Marketing to align conversion copy and cross-platform continuity.
The challenge
Before redesign, onboarding was a long questionnaire followed by disconnected tool links.
Only 32% of new users completed onboarding, and most never connected a platform or reached core engagement tools.
Even though Streamlabs had tens of millions of users across products, early activation was weak - limiting monetization potential and cross-product adoption.
I reframed the goal from “introduce our products” to “help creators reach their first win.”
The challenge
Before redesign, onboarding was a long questionnaire followed by disconnected tool links.
Only 32% of new users completed onboarding, and most never connected a platform or reached core engagement tools.
Even though Streamlabs had tens of millions of users across products, early activation was weak - limiting monetization potential and cross-product adoption.
I reframed the goal from “introduce our products” to “help creators reach their first win.”
The challenge
Before redesign, onboarding was a long questionnaire followed by disconnected tool links.
Only 32% of new users completed onboarding, and most never connected a platform or reached core engagement tools.
Even though Streamlabs had tens of millions of users across products, early activation was weak - limiting monetization potential and cross-product adoption.
I reframed the goal from “introduce our products” to “help creators reach their first win.”
Research & insights
Research & insights
Research & insights
I audited behavioural data and ran user sessions with new creators across Twitch, YouTube, and mobile streaming.
Key takeaways:
New users didn’t understand the difference between Streamlabs Desktop, Web, and Mobile.
Beginners skipped setup steps because they didn’t see immediate value.
Completion dropped 80% by the monetization stage - clear sign of cognitive fatigue.
Users who engaged with Alert Box or Cloudbot in the first week were 3× more likely to stay active a month later.
Those insights defined my design principle: guide early success before showing advanced options.
I audited behavioral data and ran user sessions with new creators across Twitch, YouTube, and mobile streaming.
Key takeaways:
New users didn’t understand the difference between Streamlabs Desktop, Web, and Mobile.
Beginners skipped setup steps because they didn’t see immediate value.
Completion dropped 80% by the monetization stage - clear sign of cognitive fatigue.
Users who engaged with Alert Box or Cloudbot in the first week were 3× more likely to stay active a month later.
Those insights defined my design principle: guide early success before showing advanced options.
I audited behavioral data and ran user sessions with new creators across Twitch, YouTube, and mobile streaming.
Key takeaways:
New users didn’t understand the difference between Streamlabs Desktop, Web, and Mobile.
Beginners skipped setup steps because they didn’t see immediate value.
Completion dropped 80% by the monetization stage - clear sign of cognitive fatigue.
Users who engaged with Alert Box or Cloudbot in the first week were 3× more likely to stay active a month later.
Those insights defined my design principle: guide early success before showing advanced options.
Strategy & experiments
I redesigned onboarding into a guided tasklist embedded in the dashboard - each task measurable through detailed tracking events.
Then I ran a structured series of A/B experiments to validate each design decision:
Strategy & experiments
Strategy & experiments
I redesigned onboarding into a guided tasklist embedded in the dashboard - each task measurable through detailed tracking events.
Then I ran a structured series of A/B experiments to validate each design decision:
I redesigned onboarding into a guided tasklist embedded in the dashboard - each task measurable through detailed tracking events.
Then I ran a structured series of A/B experiments to validate each design decision:
Design execution
Design execution
Design execution
Each iteration focused on progressive guidance and clarity of value.
Identify the creator - Replaced a 9-step questionnaire with a 3-step intent model (creator type, device, experience).
Guided Tasklist UI - Grouped onboarding into Set up Stream, Engage Audience, Monetize, with live progress states and celebratory feedback.
Contextual Help Center - Added inline resources and tooltips triggered by engagement level.
Smarter Ultra Upsell - Deferred upsell prompts until users achieved their first engagement milestone, which doubled conversion rates.
Cross-Platform Consistency - Designed for parity between web and mobile dashboards to maintain continuity.
All decisions were tracked through a unified analytics framework I co-defined with Data Science to enable precision measurement of skips, completions, and conversions.
Each iteration focused on progressive guidance and clarity of value.
Identify the creator - Replaced a 9-step questionnaire with a 3-step intent model (creator type, device, experience).
Guided Tasklist UI - Grouped onboarding into Set up Stream, Engage Audience, Monetize, with live progress states and celebratory feedback.
Contextual Help Center - Added inline resources and tooltips triggered by engagement level.
Smarter Ultra Upsell - Deferred upsell prompts until users achieved their first engagement milestone, which doubled conversion rates.
Cross-Platform Consistency - Designed for parity between web and mobile dashboards to maintain continuity.
All decisions were tracked through a unified analytics framework I co-defined with Data Science to enable precision measurement of skips, completions, and conversions.
Each iteration focused on progressive guidance and clarity of value.
Identify the creator - Replaced a 9-step questionnaire with a 3-step intent model (creator type, device, experience).
Guided Tasklist UI - Grouped onboarding into Set up Stream, Engage Audience, Monetize, with live progress states and celebratory feedback.
Contextual Help Center - Added inline resources and tooltips triggered by engagement level.
Smarter Ultra Upsell - Deferred upsell prompts until users achieved their first engagement milestone, which doubled conversion rates.
Cross-Platform Consistency - Designed for parity between web and mobile dashboards to maintain continuity.
All decisions were tracked through a unified analytics framework I co-defined with Data Science to enable precision measurement of skips, completions, and conversions.
Learnings & reflections
A/B testing as a design compass: quantitative validation accelerated decision-making and stakeholder alignment.
Surfacing “aha moments” early: putting engagement tools first drastically improved perceived product value.
Contextual upsells outperform generic prompts: users converted when they understood the benefit in their own workflow.
Simplify, then personalize: reducing friction first made later personalization more effective.
Outcome
By re-architecting onboarding around creator intent, I turned a static checklist into a dynamic, data-driven activation engine that now powers the start of every Streamlabs experience - helping millions of creators reach their first live stream faster, and driving measurable business growth for Logitech’s creator ecosystem.
Impact & results
The redesigned onboarding became one of the most profitable user journeys in the Streamlabs ecosystem, directly influencing both engagement and revenue growth.
Impact & results
Impact & results
The redesigned onboarding became one of the most profitable user journeys in the Streamlabs ecosystem, directly influencing both engagement and revenue growth.
The redesigned onboarding became one of the most profitable user journeys in the Streamlabs ecosystem, directly influencing both engagement and revenue growth.
Learnings & reflections
Learnings & reflections
A/B testing as a design compass: quantitative validation accelerated decision-making and stakeholder alignment.
Surfacing “aha moments” early: putting engagement tools first drastically improved perceived product value.
Contextual upsells outperform generic prompts: users converted when they understood the benefit in their own workflow.
Simplify, then personalize: reducing friction first made later personalization more effective.
A/B testing as a design compass: quantitative validation accelerated decision-making and stakeholder alignment.
Surfacing “aha moments” early: putting engagement tools first drastically improved perceived product value.
Contextual upsells outperform generic prompts: users converted when they understood the benefit in their own workflow.
Simplify, then personalize: reducing friction first made later personalization more effective.
Outcome
Outcome
By re-architecting onboarding around creator intent, I turned a static checklist into a dynamic, data-driven activation engine that now powers the start of every Streamlabs experience - helping millions of creators reach their first live stream faster, and driving measurable business growth for Logitech’s creator ecosystem.
By re-architecting onboarding around creator intent, I turned a static checklist into a dynamic, data-driven activation engine that now powers the start of every Streamlabs experience - helping millions of creators reach their first live stream faster, and driving measurable business growth for Logitech’s creator ecosystem.