I am Lizzie

Day Zero

| 2019



| 01

The Problem

When tasked with increasing conversions in our self-service channel, the product team decided to create project “Day Zero.” Day Zero refers to the user’s first experience with Bitly, or to put it more succinctly: the journey from account creation to initial in-app session. The existing experience had several points of friction, increasing the odds of abandonment during the purchase process.

We focused in on the making the multi-step purchase experience as seamless and intuitive as possible.

| 02

The Plan

Create a frictionless account creation flow that integrates the Bitly domain search experience.

Business Objectives and KPIs

2 / Increase custom domain attachment rate.

1 / Increase conversion to a paid plan on the user’s first time visiting Bitly.


Maximize growth by increasing self service average daily signups by 200% 

Our hope was that increasing our Day 0 conversions would have positive compounding effect on our overall conversion rate.


100% of users are aware of the feature

Our other major goal was to integrate branding as a core part of the user experience so that 100% of new self service accounts have a domain attached within the first 0 days.

| 03

The Solution

User Journey

Before beginning to scope out work, I proposed a user journey to the team, and we worked together to form consensus around the future experience.


Building New Components

Day 0 gave the design team the opportunity to build out new components for our library. We began to incorporate new components piecemeal as we shipped new feature team work.

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Creating Cohesion

The existing user experience lacked a consistent look and feel. We wanted the new user journey to provide a clear path to conversion and reflect Bitly’s recently redesigned marketing site. We added a progress bar to give the user context and let them know that they must complete 3 steps in order to purchase our product.

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| 04

The Results

The initial results are positive. We have been keeping track of a number of metrics to determine the effect our UX and UI changes.

Our total Total upgrades, same day upgrades and same day conversion rates have steadily increased since our launch 3 weeks ago.

We rolled out our new flow on September 9, 2019. As of August, our Day 0 conversion rate has increased ~50%.