Monem
Conversion tracking tool for marketers
Year
2025
Timeline
6 months
Industry
Marketing
Responsibilities
Researcher
Interaction Designer
Visual Designer
Usability Tester
Challenge
Monem offered real value in tracking links and conversions, but unclear flows and missing guidance caused friction — limiting engagement, dashboard impact, and growth potential in a key scaling stage.
Solution
Reveal Monem’s value through a guided experience — with purposeful onboarding, clearer flows and content, and data-driven dashboards to boost active and returning users.
Constrains
Midway through the project, the target persona was refined and the structure adjusted due to business decisions. On the technical side, three UI libraries were merged into a single, consistent system.
Impact
Early feedback confirmed clearer navigation, stronger value perception, and smoother onboarding — laying the groundwork for higher engagement and long-term retention.
Value proposition understanding
+60pp
Data visualization value
80%
Primary action recalled
80%
Research & Insights
Understanding why users are lost
After desk research, an heuristic analysis, 7 interviews with users (+1 CEO) and a questionaire for potential users (+100 answers), we extracted the following main insights:
Simplicity
Users value simplicity when measuring their clicks to track links and conversions. And that's what they value in Monem.
Lack of guidance
There was no onboarding and no contextual help, such as tooltips for form fields.
As a result, users felt lost from the start and had to seek external support to complete basic actions.
Unclear structure
Users didn’t know how to organize their links and conversions or how to filter the dashboard to extract meaningful, actionable data.
This made it harder to see the real value of the tool.
Unclear flows
The main flow lacked clarity, leaving users unsure where to start or what to do next.
They often didn’t know whether to create links or conversions first, relying on trial-and-error or asking for help.
Solution
Guiding users into Monem's value
Users choose Monem for its simplicity, but the usability makes them feel lost and use the product less often. Our goal is to offer them a smooth, structured, actionable and guided experience.
Onboarding
A cloud-based platform patients access directly through their clinic’s website. It works as a web app, with profiles and functions, but without downloads.
Actionable dashboard
Base your marketing decisions on actionable data. Filter your dashboard to get the analytics you want and get in control of your metrics.
Filter by date, campaign, channel, link and tag.
New guided flows
Users are now guided in simple steps to create trackable links and conversions inside campaigns.
New organization
Projects will be organized in campaigns. And each campaign will contain the links and conversions related to it.
Plus, personalize your links with names and tags.
Prototypes
Exploring Monem's new experience
Discover what Monem offers you
Right after creating your account, Monem tells you what you can do with it.
Track what channels bring the most clicks and conversions.
Organize your links and conversions in campaigns. And personalize with names and tags.
Analyse the analytics to take smarter marketing decisions.
Create your first tracked link… guided by Monem
After telling you what you can do with it, Monem guides you in the how.
Do you want to know which channels bring the most clicks?
Select the channels you want to track, and the number of links per channel. Then test them to make sure everything's set up ok.
Associate a conversion to your links
Monem guides you in the whole process.
Do you also want to know which channels bring the most conversions?
Create a new conversion. Then set it up in your builder tool. And finally follow the instructions to make sure it's set up correctly - we don't want to miss any conversion tracks!
Filter the dashboard
The goal is to take smarter and informed marketing decisions, right?
Then filter the dashboard to know how users are interacting with your links in the way you want.
Take control of your links.
Upgrade to premium
Patients can cancel appointments within clinic policy, with clear confirmation to avoid mistakes. The flow also offers a quick option to book a new appointment, keeping the experience seamless.
Impact
Measuring success through early validation
These outcomes capture how early research and design validation improved user understanding and reduced friction before implementation.
Value proposition understanding
+60pp
Data visualization value
80%
Primary action recalled
80%
Value proposition understanding
80% of participants struggled to understand the product without onboarding. After introducing and validating an onboarding flow, this dropped to 20%.
Perceived value of data visualizations
While data visualizations were not perceived as valuable during early research, 80% of users reported them as valuable after validating the redesigned charts.
Primary action recall
80% of participants were able to correctly repeat the product’s primary action after completing the onboarding.
When in place, success would be measured through task success rate, activation rates, onboarding completion, and early drop-off. Further validation would include A/B testing onboarding variants and validating dashboard filters with real usage data.
