Boosting retention through a more rewarding proposal experience
Boosting retention through a more rewarding proposal experience
Halo is a technology partnering platform where 3,500+ scientists connect directly with leading companies like PepsiCo and Bayer for research collaborations and funding opportunities. While attracting scientist users has never been a challenge, retaining them has proven difficult. How could design help them feel seen, confident, and motivated to return?
Halo is a technology partnering platform where 3,500+ scientists connect directly with leading companies like PepsiCo and Bayer for research collaborations and funding opportunities. While attracting scientist users has never been a challenge, retaining them has proven difficult. How could design help them feel seen, confident, and motivated to return?
Role
Product Designer
Product Designer
Timeline
Launched in 1 months
Launched in 1 months
Keywords
#Retention, #Iteration, #Web
#Retention, #Iteration, #Web
Impact
Impact
To improve retention, we made the application process more transparent and rewarding. We began by improving the findability of the feature, then embedding positive reinforcement throughout the journey. As a result, we not only increased the 90-day retention rate from 10% to 50%, but also encouraged deeper participation across the platform.
To improve retention, we made the application process more transparent and rewarding. We began by improving the findability of the feature, then embedding positive reinforcement throughout the journey. As a result, we not only increased the 90-day retention rate from 10% to 50%, but also encouraged deeper participation across the platform.
50%
90-day user retention rate
1s
Time to find "My Proposal"
2.3×
Number of applications per user
86%
Users feel more confident
The Problem
The Problem
User drop-off after submitting just 1-2 applications
User drop-off after submitting just 1-2 applications
Despite new users signing up each month, Halo struggled to keep them engaged after their first or second proposal submission. We saw a 15% 90-day user retention rate and a growing number of inactive accounts. We were losing promising talent before they could build meaningful momentum.
To find out why, we met with 6 drop-off users.
Despite new users signing up each month, Halo struggled to keep them engaged after their first or second proposal submission. We saw a 15% 90-day user retention rate and a growing number of inactive accounts. We were losing promising talent before they could build meaningful momentum.
To find out why, we met with 6 drop-off users.
The Initial Frustration🔥
The Initial Frustration🔥
Scientists felt lost after applying
Scientists felt lost after applying
The excitement of submitting a first proposal quickly faded when users tried to track their application status. The “My Proposals” page, the only place to view submissions, was buried deep within the user profile, making it difficult to find, track progress, or revisit past proposals.
Tension Was Building🔥🔥
Tension Was Building🔥🔥
They were left neglected for too long
They were left neglected for too long
The proposal evaluation process often took weeks, and in that time, users received no meaningful updates — only vague status labels like “evaluating.” While they returned in hopes of good news, the lack of clarity and feedback left them feeling ignored and discouraged.
The proposal evaluation process often took weeks, and in that time, users received no meaningful updates — only vague status labels like “evaluating.” While they returned in hopes of good news, the lack of clarity and feedback left them feeling ignored and discouraged.
Awareness
Awareness
STAGE
STAGE
EXPERIENCE
EXPERIENCE
ACTION
ACTION
TIME
TIME
Preparation
Preparation
Application
Application
Evaluation
Evaluation
Project
Project
1 month
1 month
1 day
1 day
1–3 months
1–3 months
5 months
5 months
5 days
5 days
Accepted
Accepted
Rejected
Rejected
Browse home page
Explore research opportunities
Browse home page
Explore research opportunities
Choose topics
Attend webinar
Draft proposal
Choose topics
Attend webinar
Draft proposal
Fill in application
Add publication
Submit proposal
Fill in application
Add publication
Submit proposal
Communicate with sponsor (we have low visibility)
Communicate with sponsor (we have low visibility)
Wait
Receive automated email of evaluations result
Wait
Receive automated email of evaluations result
The Final Drop-off🔥🔥🔥
The Final Drop-off🔥🔥🔥
They lost faith in the platform
They lost faith in the platform
After weeks of waiting, most applicants received nothing more than a cold, automated rejection. The experience felt unrewarding; their time, effort, and confidence seemed wasted. Faced with uncertainty and disappointment, they had little reason to return.
After weeks of waiting, most applicants received nothing more than a cold, automated rejection. The experience felt unrewarding; their time, effort, and confidence seemed wasted. Faced with uncertainty and disappointment, they had little reason to return.
Reframe Problem
Reframe Problem
How might we keep scientists informed of their proposal status
and emphasize their success?
How might we keep scientists informed of their proposal status
and emphasize their success?
Transparency
Transparency
we should break down the previously vague evaluation journey into clear, trackable stages. We should also add clearer messaging around each phase to set expectations and rebuild trust in the experience.
we should break down the previously vague evaluation journey into clear, trackable stages. We should also add clearer messaging around each phase to set expectations and rebuild trust in the experience.
Redefine 'Success'
Redefine 'Success'
Instead of framing outcomes as a binary win or loss, we introduced positive reinforcement at every stage of the evaluation. Even if they are not selected, they are encouraged to engage with future opportunities.
Instead of framing outcomes as a binary win or loss, we introduced positive reinforcement at every stage of the evaluation. Even if they are not selected, they are encouraged to engage with future opportunities.
Remapping User Journey
Remapping User Journey
We added more checkpoints to keep user informed
We added more checkpoints to keep user informed
I collaborated with the Growth and Sponsor Evaluation teams to map the evaluation flow. We increased the evaluation checkpoints from 5 to 12, which would be given through 3 clear stages. From there, we would provide timely updates to boost transparency, reinforce progress, and keep users meaningfully engaged throughout the process.
Rather than leaving scientist users waiting for months without feedback, we restructured the evaluation process into 3 different stages.
By tracking the application journeys of multiple scientists, I identified key points where timely updates could improve transparency and keep users engaged throughout the process.
Apply
Apply
Evaluation
Evaluation
Result
Result
Draft
Draft
Submitted
Submitted
Receive results
Receive results
Wait for evaluation
Wait for evaluation
Your proposal draft is in progress.
Your proposal draft is in progress.
Your proposal has been successfully submitted.
Your proposal has been successfully submitted.
The review team will start the evaluation shortly.
The review team will start the evaluation shortly.
Your proposal is under evaluation.
Your proposal is under evaluation.
Your evaluation result is now available.
Your evaluation result is now available.
STAGE
STAGE
ACTION
ACTION
CHECK
POINT
CHECK
POINT
Apply
Apply
Evaluation + Staged Result
Evaluation + Staged Result
Result
Result
Draft
Draft
Submitted
Submitted
Final result
Final result
1st evaluation
1st evaluation
1st result
1st result
2nd evaluation
2nd evaluation
2nd result
2nd result
3rd evaluation
3rd evaluation
3rd result
3rd result
Your proposal draft is in progress.
Your proposal draft is in progress.
Your proposal has been successfully submitted.
Your proposal has been successfully submitted.
[Sponsor name] started Phase 1 evaluation. You will receive feedback before [Phase 1 Deadline + 5 days].
[Sponsor name] started Phase 1 evaluation. You will receive feedback before [Phase 1 Deadline + 5 days].
[Sponsor name] started Phase 2 evaluation. You will receive feedback before [Phase 2 Deadline + 5 days].
[Sponsor name] started Phase 2 evaluation. You will receive feedback before [Phase 2 Deadline + 5 days].
[Sponsor name] started Phase 3 evaluation. You will receive feedback before [Phase 3 Deadline + 5 days].
[Sponsor name] started Phase 3 evaluation. You will receive feedback before [Phase 3 Deadline + 5 days].
Someone from [Company name] starts reviewing your proposal. You will receive feedback before [Phase 1 Deadline + 5 days].
Someone from [Company name] starts reviewing your proposal. You will receive feedback before [Phase 1 Deadline + 5 days].
Someone from [Company name] starts reviewing your proposal.
You will receive feedback before [Phase 2 Deadline + 5 days].
Someone from [Company name] starts reviewing your proposal.
You will receive feedback before [Phase 2 Deadline + 5 days].
Someone from [Company name] starts reviewing your proposal. You will receive feedback before [Phase 3 Deadline + 5 days].
Someone from [Company name] starts reviewing your proposal. You will receive feedback before [Phase 3 Deadline + 5 days].
Great job! You are qualified for the next phase of evaluation. We will let you know when the next phase begins.
Great job! You are qualified for the next phase of evaluation. We will let you know when the next phase begins.
Great job! You are shortlisted for this opportunity. We will let you know when the last phase begins.
Great job! You are shortlisted for this opportunity. We will let you know when the last phase begins.
Great job! You are one of the finalists of this opportunity. We will let you know when the next phase begins.
Great job! You are one of the finalists of this opportunity. We will let you know when the next phase begins.
Congratulations! You are officially the winner of this opportunity.
Congratulations! You are officially the winner of this opportunity.
The review team has decided to move forward with other proposals.
The review team has decided to move forward with other proposals.
STAGE
STAGE
ACTION
ACTION
CHECK
POINT
CHECK
POINT
Before
Before
After
After
Final Design
Final Design
MVP design through 3 steps
MVP design through 3 steps
After finalizing our increased engagement points with users, I moved into design iterations that truly bring transparency and positive reinforcement into the experience.
After finalizing our increased engagement points with users, I moved into design iterations that truly bring transparency and positive reinforcement into the experience.
Step 1
Step 1
Prioritized “My Proposals” in global navigation
Prioritized “My Proposals” in global navigation
"My Proposal" is relocated to the main navigation for easier access. We also separate submissions into "Active" and "Archive" tabs to create a cleaner workspace.
"My Proposal" is relocated to the main navigation for easier access. We also separate submissions into "Active" and "Archive" tabs to create a cleaner workspace.
#Accessible
#Accessible
#Organized
#Organized
Step 2
Step 2
Bring transparency by dissecting evaluation process
Bring transparency by dissecting evaluation process
Instead of a single vague “Evaluating” status, we introduced 3 evaluation phases, along with other key statuses. We also added expected feedback dates to set clearer expectations and give users a sense of momentum.
Instead of a single vague “Evaluating” status, we introduced 3 evaluation phases, along with other key statuses. We also added expected feedback dates to set clearer expectations and give users a sense of momentum.
#Clarity
#Clarity
#Engagement
#Engagement
Step 3
Step 3
Turning stage successes into verified status
Turning stage successes into verified status
We designed three badges to celebrate each stage of a proposal’s progress. These badges also appear on their profiles as verified credentials, showcasing their capabilities and helping them stand out for future opportunities.
We designed three badges to celebrate each stage of a proposal’s progress. These badges also appear on their profiles as verified credentials, showcasing their capabilities and helping them stand out for future opportunities.
#Reward
#Reward
#Retention
#Retention
Qualified
Shortlisted
Finalist
Applicants profile
Full Interaction
Full Interaction
A more rewarding application experience
A more rewarding application experience
Behind The Scene
Behind The Scene
Design iterations
Design iterations
Badge iterations
We designed multiple versions of the badges to make sure each level feels rewarding on its own, while higher tiers become increasingly distinctive and visually prestigious.
We designed multiple versions of the badges to make sure each level feels rewarding on its own, while higher tiers become increasingly distinctive and visually prestigious.
Not rewarding enough
Not visually distinctive
Not visually coherent
Card iterations
I also prototyped 5+ proposal card designs, tested it with internal team and early testing users to help us decide the final design.
Progress bar is not rewarding nor accurate
Reward badge is not 'flashy' enough
Over emphasize on "Next Update Date"
Result
Result
Fewer drop-offs, stronger trust
Fewer drop-offs, stronger trust
Working closely with engineering, we built and launched the MVP within just two months. The success badges design received particularly positive feedback from both scientists and sponsors. With a 47% user retention rate, we gained greater confidence in growing the scientist network and attracting new research opportunities.
Working closely with engineering, we built and launched the MVP within just two months. The success badges design received particularly positive feedback from both scientists and sponsors. With a 47% user retention rate, we gained greater confidence in growing the scientist network and attracting new research opportunities.
Reflection
Reflection
Product is never truly built, it's a process of building and testing
Product is never truly built, it's a process of building and testing
Designing features was just the beginning, I also took the lead in identifying usability issues through Smartlook analysis and solving those with the cross-functional team. It was fascinating to see how users interacted with different features, and how small changes profoundly changed user engagement.
Designing features was just the beginning, I also took the lead in identifying usability issues through Smartlook analysis and solving those with the cross-functional team. It was fascinating to see how users interacted with different features, and how small changes profoundly changed user engagement.
Halo Team 🚀
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Designed by Hailey Yixuan Li
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