Problem area(S)
Behavioural Insights used
Watch Case study
Problem
Despite its popularity, Letterboxd overwhelms new users with vague onboarding, unclear labels, and unfocused features — making it hard to understand what the app is for and limiting its fit for new audiences.
Solution
I broke down the user journey to reveal friction points and proposed redesigns that align the experience with two clear Jobs-to-Be-Done: tracking watched films and discussing them socially.
INSIGHT
Without clear Jobs-to-Be-Done, even popular products can feel confusing — product-market fit depends more on aligning with user intent and expectations than on feature breadth.
There are three key takeaways from this onboarding teardown:
1) A pop-up can be such a rough way of starting a new user relationship. If the request is really necessary, make sure it's exciting and interesting for the user.
2) Decision fatigue is real, keep options simple during an onboarding. On top of that, give people a clear goal and a stopping cue to prevent churn.
3) Ensure all actions have reactions. Clear feedback loops communicate the value of the effort made by the user, keeping momentum and user psych high.
Justin is always the first to take a step back and think about what’s in the customer’s head. I need him to do a full audit on our shop experience.
