Redesigning onboarding to help new Stylists reach their first customer sale
25% → 35%+ 2-month activation
3,631 Stylists started Quickstart V2
9/11 months above activation target
Context
Jolimoi is a social-selling platform in the beauty and wellness space. Independent Stylists build their own business through the Jolimoi app. When a new Stylist joins the network, she enters a two-month onboarding program called Quickstart, designed to help her understand the model, build confidence, and make her first sales.
As Jolimoi's sole Product Designer, I led the redesign end-to-end, working with two Product Managers, Engineering, Data, Field teams and Stylist Coaches.
Problem statement
The original Quickstart was a long, static checklist of 55 actions across 13 content blocks, mixing PDFs and videos. There was no structured progression, no step validation, and no visibility into actual progress. New Stylists did not know where to start. They received no feedback on their progress and felt no sense of achievement. Some Coaches had built their own tracking tools outside the app to fill the gap. The onboarding was fragmented and failed to generate momentum toward a first sale.
Original Quickstart
Business needs
The primary goal was to increase the activation rate: the share of new Stylists making their first sale within two months. The project also needed to give Jolimoi teams and Coaches real visibility into each recruit's progression, something the previous version could not provide.
My contribution
I started with qualitative interviews across three profiles: Stylists currently in onboarding, recently onboarded Stylists, and experienced Stylists acting as Coaches. The research confirmed a need for clearer guidance, visible progression and smaller milestones toward a first sale.
New Stylists didn't need more information. They needed to know what to do next.
I then ran co-creation workshops with Coaches to understand what a new Stylist needed to learn, and in what order. Together with a PM, I consolidated those inputs into a single journey, then iterated with Field teams until we reached a structure everyone could support.
On the design side, I translated that vision into a clear, actionable flow structured in two phases and seven steps. I designed interactive in-app tutorials so Stylists could learn by practicing directly inside the tool, rather than consuming passive content.
I also designed a gamification layer: a guiding avatar that introduces each step and validates progress, a badge system, and three dedicated pages covering a progression dashboard, a detailed step-by-step journey, and a rewards collection.
What I solved
One of the key design decisions was choosing a guided, progressive flow over a fully flexible experience. Rather than exposing the entire journey at once, each step gave Stylists a clear next action and progressively unlocked what came after. Locking progression was a deliberate design decision, not a technical constraint.
Quickstart V2
UX improvements
- New Stylists describe the experience as structured, intuitive, and motivating, based on post-launch feedback.
- Interactive in-app tutorials let Stylists learn by doing directly inside the tool, replacing a system that pointed them to external videos and PDFs.
Rewards page
Business outcomes
- 9 of 11 mature months above the 35% activation goal since launch, with peaks at 52%.
- 3,631 Stylists started Quickstart V2.
- 430,738 views of Quickstart V2 since launch.
- Jolimoi teams can now track each new Stylist's progression in real time, where no centralized tracking existed before.
What I'm proud of
The impact did not come from a complex feature. It came from a clearer logic: one step at a time, visible progress, a real sense of advancement. Many new Stylists felt overwhelmed before the launch. Seeing how structure alone can change confidence and drive action is what I take away most from this project.
Hindsight
Two concrete limitations remain today. The field team cannot update content without going through engineering, which creates a dependency every time the program evolves. And the journey is identical for every Stylist, whether she is a complete beginner or already active on social media. An adaptive version would let experienced profiles move faster while giving beginners a clearer path forward. Both ideas were considered during the project but kept out of scope due to time and technical complexity.