Browser Extension Setup,
Browser Extension Setup,
Surfe
Surfe
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
Overview
This project was about fixing the leaky bucket at the very start of the user journey. We had a 40% drop-off rate immediately after installation ; users were adding the extension but never actually reaching their first CRM sync. I led the architectural overhaul of the authentication and account management flow within the LinkedIn sidebar to turn a high-friction barrier into a seamless gateway.
Research
To figure out why nearly half our users were stalling, I bridged the gap between raw analytics and human frustration. I ran a deep-dive discovery phase, synthesizing product data with a full audit of Customer Support tickets.
→ The old interface was buried within LinkedIn, obscuring the start of the user journey
→ Overuse of external tabs for login broke user's flow and caused significant drop-offs
→ Lack of real-time status led to user confusion and high support volumes
Challenges
The main challenge was working with the final step where users had to sync their data. I had to redesign a complex authentication and diagnostic suite to live entirely within a narrow, responsive desktop sidebar. In such a cramped environment, I used mobile-first logic to ensure a pixel-perfect, error-proof experience on desktop.
Key Solutions
I redesigned the core journey to exist entirely within the LinkedIn interface, transforming the sidebar from a passive utility into a transparent workspace:
→ Rebuilt the login flow within the sidebar, eliminating disruptive redirects
→ Transformed static settings into a real-time status tool for connections
→ Refined spacing and legibility to ensure error-proof actions in a restricted area
Impact
By removing the technical and visual barriers to entry, we saw an immediate shift in how new users moved through the funnel:
→ 52% increase in post-installation logins
→ 38% improvement in user retention during the first seven days
→ Giving users clear status updates cut support requests by 65%
→ 25% more users successfully linked their CRM
Browser Extension Setup,
Browser Extension Setup,
Surfe
Surfe
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
Overview
This project was about fixing the leaky bucket at the very start of the user journey. We had a 40% drop-off rate immediately after installation ; users were adding the extension but never actually reaching their first CRM sync. I led the architectural overhaul of the authentication and account management flow within the LinkedIn sidebar to turn a high-friction barrier into a seamless gateway.
Research
To figure out why nearly half our users were stalling, I bridged the gap between raw analytics and human frustration. I ran a deep-dive discovery phase, synthesizing product data with a full audit of Customer Support tickets.
→ The old interface was buried within LinkedIn, obscuring the start of the user journey
→ Overuse of external tabs for login broke user's flow and caused significant drop-offs
→ Lack of real-time status led to user confusion and high support volumes
Challenges
The main challenge was working with the final step where users had to sync their data. I had to redesign a complex authentication and diagnostic suite to live entirely within a narrow, responsive desktop sidebar. In such a cramped environment, I used mobile-first logic to ensure a pixel-perfect, error-proof experience on desktop.
Key Solutions
I redesigned the core journey to exist entirely within the LinkedIn interface, transforming the sidebar from a passive utility into a transparent workspace:
→ Rebuilt the login flow within the sidebar, eliminating disruptive redirects
→ Transformed static settings into a real-time status tool for connections
→ Refined spacing and legibility to ensure error-proof actions in a restricted area
Impact
By removing the technical and visual barriers to entry, we saw an immediate shift in how new users moved through the funnel:
→ 52% increase in post-installation logins
→ 38% improvement in user retention during the first seven days
→ Giving users clear status updates cut support requests by 65%
→ 25% more users successfully linked their CRM