For Happy Head's onboarding survey redesign, I transformed an outdated, desktop-focused UI into a streamlined, mobile-first experience aligned with their premium branding. Applying existing brand guidelines to visually refresh the experience, I updated the design and copy to be friendlier and emphasize customization as a unique feature. The goal was to keep a single-page scroll while minimizing friction to the product recommendation stage.
User research showed customers were often unaware of Happy Head’s depth of customization and unique offerings of specialty ingredients, so I added a “loading” page emphasizing the consideration of Happy Head's 200+ available formulation options before the product recommendation page, along with refined messaging to clarify and reassure users about the customization process based on an in-depth analysis of existing user research and how the company currently handles and fulfills on customization in their customer journey. During this process, I identified gaps between current customization logic and customer expectations. I initiated a roadmap to iteratively close gaps while maximizing what we could communicate about the available offerings. This enhanced onboarding experience better communicated Happy Head’s value while balancing the immediate and longer term needs of all stakeholders involved, while enhancing customer trust and driving engagement.
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