Onboarding rebuild that added 500 users/month and cut release cycles by 50%

Context

Ribbon Home is a US-based real estate technology company. Their onboarding experience for Loan Officers and Real Estate Agents was fragmented and causing significant drop-off.

Problem

The existing onboarding flow had poor conversion rates and the deployment process was slow and error-prone, making it hard to iterate quickly.

Approach

I rebuilt the onboarding and signup experience from scratch, focusing on conversion optimization. In parallel, I modernized the infrastructure with Docker to streamline deployments. I also designed and implemented GraphQL APIs to enable efficient data retrieval.

Shipped

• Rebuilt the complete onboarding/signup experience for Loan Officers and Real Estate Agents
• Modernized deployment infrastructure with Docker, cutting release cycle times by ~50%
• Designed and implemented Apollo/GraphQL APIs for efficient data retrieval
• Improved user engagement and conversion rates, gaining ~500 additional users/month

Results

Tech stack

• React
• Redux
• Django
• Docker
• Apollo
• GraphQL