Redsigned the signup flow and drove acquisition by 70% for Material Bank Japan's platform - Netflix style
TLDR
Material Bank is a U.S. unicorn startup that provides a digital marketplace connecting design professionals with material manufacturers. In 2024, I was tasked with supporting its Japanese branch, which was struggling with user acquisition. I traveled to Tokyo to investigate why local architects and interior designers were hesitant to sample materials. Leveraging these user insights, I redesigned the signup flow to address their concerns and needs.
As a result, we successfully removed mental blockers, increasing monthly active users by 150% and new user signups by 70%.
The Context
"If it's free what is the catch?"
"Why you guys are so eager to sell us stuff?"
The highly successful U.S. architectural startup Material Bank was experiencing exponential user growth domestically (100,000 designers by 2024). However, its 2022 Japan launch struggled to achieve similar momentum. While the U.S. operation thrived on its 24-hour delivery service, a sleek and stylish website tailored for designers, and a robust ambassador program within interior design firms, these strategies failed to resonate with the Japanese audience, who responded with indifference.
Problems
Japanese designers skeptical with the "Free" sampling model
Expanding Material Bank into Japan came with unique hurdles that required cultural sensitivity and a tailored approach. Unlike in the U.S., where "free" and overnight delivery are widely embraced, Japanese designers were more cautious. The promise of free samples raised skepticism, and many were hesitant to share their project details with a third-party platform. This created a barrier to building trust and adoption.
Lots of frictions in the signup flow
To make matters more challenging, the existing sign-up flow created friction for users. The lengthy forms and lack of clarity deterred designers from completing registration. As I analyzed the flow, it became clear that we needed a more intuitive and seamless process tailored to Japanese users.
Too many required fields: Because the business model is based on manufacturer's pay + designers receive free samples; manufacturer's requested many designer info.
Overwhelming design: A ton of information all at once.
Lack of clear call-to-action buttons: Use prominent and descriptive "Sign Up" buttons to guide users through the process.
Lack of visual cues and progress indicators: Because the Japanese signup flow is a multi-step process, it's lack of progress bars or visual cues to show users how far along they are in the sign-up process makes users anxious and drop off easily.
Double-column layout: The unique Chinese characteristics and its double column layout demands more and caused low readability and navigation.
Lack of Visual cues and progress indicators: Utilize progress bars or other visual cues to show users how far along they are in the sign-up process.
Lack of Mobile optimization: Ensure the sign-up form looks and functions seamlessly on mobile devices
Solutions
Optimized Sign-Up Flow: Remove Friction
We redesigned the signup flow, targeting the points with the highest user drop-off rates. By enhancing the user experience to eliminate friction, resulted in higher registration success rates. Many results came from relentless testing and metrics tracking, we streamlined the process, focusing on:
Minimizing required fields upfront.
Introducing progressive disclosure and social login options.
Visual cues and progress indicators: Utilize progress bars or other visual cues to show users how far along they are in the sign-up process.
Single-column layout: Present form fields in a clear, single-column layout for easy readability and navigation.
Mobile optimization: Ensure the sign-up form looks and functions seamlessly on mobile devices
Added User Reviews and New User Guides on Homepage
These additions created a welcoming, trustworthy, and user-friendly experience to attract sign-ups by addressing user concerns, highlighting key benefits, and offering a clear guide.
Instant Access to Core Features
To engage users immediately, we enabled instant access to key features following minimal registration. This approach allowed designers to experience the platform’s value upfront, reducing hesitation and fostering confidence in its benefits.
In-Office Ambassador Program to Advocate and Promote Sustainability and Recycling
To build trust and promote sustainability, we deployed the sales team as brand ambassadors to architectural firms of all sizes. They demonstrated how to use the platform, advocated for sample sustainability and recycling, and gathered valuable user insights to refine the experience. This hands-on approach not only strengthened relationships but also significantly increased on-site signup rates.
Optimized Signup Flow
Minimal required fields: Only ask for the absolute necessary information upfront, leaving optional details for later profile completion.
Progressive disclosure: Gradually reveal form fields based on user actions, instead of overwhelming them with a long form at once.
(Currently only in English version, Japanese version coming soon)
Showing Users How-to Videos On the L1 Level Immediately
Previously all the how to Youtube videos were hidden in several levels down in the bottom so it was difficult for new users to learn how to use the platform.
(Currently only in English version, Japanese version will be available soon)
Added User Reviews on Homepage to Build Trust
Adding user reviews immediately on homepage help building trust and remove friction in the new user acquisition phase.
(Currently only in English version, Japanese version will be available soon)
Instant Access to Core Features - Filtering materials
Allow users to start experiencing key features such as creating mood board, organizing projects, etc immediately after providing minimal information.
IMPACT
With a Series of Design Solutions We saw a Large Improvement in New User Signups.
The biggest impact item was attributed to building trust with new users by adding user reviews and a new referral program. In addition, moving the main target away from large-scale established design firms to smaller, independent designer types (as they didn't have the manufacturers support like large firms do) were helpful.
process
These features were not created in isolation, they were crafted in response to advisor pain-points and business requirements.
Discovery
Flew to Tokyo to interview architectural, interior designers.
Define/Explore
Revisited how architects/designers sample in the US and in Japan.
Test/Iterate
Redesigned the signup flow based on cultural difference and tested with actual users.
Challenges
Cultural Skepticism Towards Free Services
Japanese designers were unfamiliar with the concept of receiving "free" samples, which created a sense of doubt and hesitation. Building trust in the platform’s value proposition required a culturally sensitive approach and clear communication of benefits.Resistance to Sharing Project Data
Designers were wary of providing sensitive project details to a third-party platform, fearing data misuse or lack of security. Overcoming this concern meant addressing privacy policies transparently and highlighting the platform’s safeguards.Misalignment of Overnight Delivery Appeal
Unlike in larger countries, the compact geography of Japan made overnight delivery less compelling. This required a shift in positioning the platform’s value beyond speed to emphasize sustainability, convenience, and reliability.High Friction in the Sign-Up Process
The existing sign-up flow caused significant drop-off rates due to its complexity, overwhelming number of fields, and lack of streamlined user paths. Identifying and addressing these friction points was crucial to improve conversion rates.Limited Awareness and Adoption Among Designers
Many in the Japanese design community were unaware of the platform or unclear about how it fit into their workflow. Bridging this gap required direct engagement through in-office advocacy and a localized marketing strategy.Adapting to Local Workflows and Behaviors
Japanese designers often worked within rigid systems and processes, making it essential to adapt the platform to their workflows. This included providing easy access to tools and ensuring that features aligned with their needs.Language and Interface Localization
Creating an intuitive, localized experience meant more than just translating text—it required adjusting terminology, interface design, and user flow to resonate with Japanese users' expectations and preferences.
Explorations
To address the slow growth, we implemented various measures—some yielded great results, while others showed limited impact.
Adding user review on homepage
Adding how to use Youtube videos on both homepage and weekly email (See image below)
Change weekly email from event notification to “design inspiration” page, add CTA button tp join directly
Worked with vendors to relax screening criteria
Let users use core functionalities with minimum registration
Show value propositions on L1 home immediately
View details
Incremental rapid Tests
While we continuously conducted small incremental A/B testing with junior advisors on design decisions, we also tracked various metrics such as user drop off rates, workflow completion. All the results have demonstrated a significantly improved advisor experience. During this period, we were able to validate the assumptions and changes we implemented. The results clearly show that the new design has greatly enhanced advisors' and clients' digital experience.
Prototype
I connected the three features and worked with PM, backend Dev team to make sure features were developed to meet user needs and time constraints . Below is the actual prototype.
RECAPS
Japan's unique design culture emphasizes planning, precision, and long-term commitment, which can sometimes feel at odds with Agile and Lean Startup methodologies. However, by thoughtfully adapting these approaches to Japan's context, companies can unlock innovation while respecting cultural values.
Key Steps to Go Agile and Lean in Japan
Foster a Culture of Experimentation
Introduce small, low-risk pilot projects to demonstrate the value of iterative development.
Emphasize that failures are learning opportunities, framing experiments as a path to excellence rather than a risk to reputation.
Adapt Agile Practices to Japanese Communication Styles
Incorporate nemawashi (pre-decision groundwork) into sprint planning to build consensus and ensure team alignment.
Use regular stand-ups and retrospectives to encourage open communication while respecting hierarchical structures.
Prioritize Customer-Centric Design
Conduct rapid user testing to gather real-world feedback from Japanese consumers, who often prefer thoughtful, well-tested products.
Leverage Lean Startup principles like the Build-Measure-Learn cycle to iterate and refine solutions.
Future explorations
1. Leverage Data for Personalization
Use AI and machine learning to provide personalized recommendations based on user preferences, past orders, and industry trends.
Develop dashboards that showcase a designer’s most-used materials and suggest complementary products.
2. Enhance Platform Accessibility
Offer a multilingual interface to cater to non-Japanese architects and designers working in Japan.
Develop mobile-first features for professionals who are constantly on the move.
3. Build a Design Community
Launch a forum or social platform where architects and designers can share projects, discuss trends, and provide peer feedback.
Host design competitions to showcase creative uses of materials sourced through Material Bank.
4. Integrate with Design Tools
Provide plugins for popular design tools like Figma, Sketch, and CAD software, allowing users to visualize materials directly within their design projects.
Enable API integrations for firms to seamlessly connect Material Bank with their internal systems.
5. Expand In-Office Ambassador Programs
Scale the ambassador program by recruiting industry influencers and thought leaders to promote Material Bank in design schools, expos, and forums.
Offer ambassador-led workshops on material selection, workflow optimization, and sustainability.
