Kahoot — Turning 1% into 44% conversion
Senior Product Designer, responsible for a team of 5, working end-to-end across insight, user testing, UX/UI design and prototyping.
Kahoot had a critical problem: 100,000 new users signing up every month, but only 1% converted to paying customers. Only 3% logged in more than once after signup.
My task was to identify why users dropped off and design a solution that would turn new signups into active, paying customers.
I started by systematically mapping the entire new user journey across the organisation, involving stakeholders at all levels. Through UX research, user interviews and data analysis I identified the key drop-off points and validated that the problems were real and measurable.
Based on the insights I developed 5 design concepts and ran user testing to identify which concept performed best. The winning concept went through 3 further iterations to verify and optimise the effect before implementation.
Results