Improving Activation: Simpl Linking Screen Redesign
Flipped the brief from improving conversion to filtering for quality, adding friction to reduce delinquency and improve activation.
Vidyadhar Sharma
Founding Member at Stealth Startup
From their time as
Product Manager
Simpl • 2023 - 2024
Overview
Inherited a brief to improve conversion on the linking screen, the first touchpoint where new users activate their Simpl account at checkout. The problem appeared to be conversion, but digging deeper revealed the real issue: the platform was acquiring users accidentally, leading to high delinquency among new users.
The Story
Inherited a brief to improve conversion on the linking screen, the first touchpoint where new users activate their Simpl account at checkout. The problem appeared to be conversion, but digging deeper revealed the real issue: the platform was acquiring users accidentally, leading to high delinquency among new users.
Proposed a counterintuitive solution: reduce conversion by adding positive friction. Converted the linking screen from a one-page to a two-page flow, adding user education to help users self-select whether Simpl was the right product for them. Made it explicit that users would need to return to the app to pay, setting clear expectations upfront.
The change improved activation by double digits because it filtered for users who actually understood and wanted the product. At the same time, it reduced new user delinquency significantly, saving six figures annually. The friction didn't hurt the business; it strengthened it by attracting the right users and building positive brand reputation.