Framer

New User Funnel

In partnership with the Growth team, I took a closer look at our entire funnel and streamlined design and messaging throughout. From the front page and app download page, to the in-app onboarding flow and onboarding emails, I simplified and rewrote everything to make sure that Framer X’s value prop and unique selling points were clear at all points in the customer journey.

Home page header

Since it’s important to communicate your product’s value proposition from the get-go, I wrote this header to make it clear to potential users what Framer is and exactly what they can use it for.

Download page

When a new user clicked any of the “Try Framer X for free” buttons on the home page, they were taken to the download page and the app would start downloading immediately. We decided to include a section called Get started to set expectations for next steps in the flow, and we added some copy that reinforced one of Framer’s unique selling points—free community-made design and code components.

In-app onboarding

When a user would open the Framer app after downloading it to their desktop, they had to create an account in order to move forward. We added Google authentication to make it easier for new users to get started right away and for returning users to sign in.

We simplified the initial account creation screen, which referenced creating a username in order to publish to the Framer X Store—a place to find free design and code components. We noticed in beta testing that this was confusing at this point in the user journey since we hadn’t shared any previous context about the Store.
If we identified that the user was part of an Enterprise account, we made it very clear that they were being logged in securely.
A dry but important screen.
If a user registered or logged in and wasn’t part of an Enterprise account, they’d then receive an activation link to sign in to Framer X. To help surface the activation email faster, we decided to dynamically show a button that would allow users with certain email clients to go to their inbox immediately.
On the final screen, I reinforced one of Framer X’s unique selling points, and asked the user about their team size in order to dial up relevant learning resources and generate potential leads for the sales team. Based on user feedback about a confusing “Skip” button that we initially added to the screen, we went back and removed it in order to streamline the user experience and make sure new users could start using the tool immediately after clicking “Finish.”