Justin Rhee
Nice to
meet you.
I’m Justin, a designer with a background in art, animation,
and code.

Previously, I led design at two NYC startups, Kustomer and CoPromote, where we shipped features that scaled products and built communities.

Currently, I'm a UX designer at Amazon where we're using data to improve planning, grow our team, unify design systems, and create incredibly simple and elegant experiences.
Apart from design, I like to read, run,

Let's connect – hello at justinrhee.net

Building Better Onboarding


CoPromote wanted to activate more users by improving messaging, incentives and storytelling sequences.

My role included design research, UX, visual design, and prototyping.


CoPromote is built on ExtJS, a JS framework that uses its own library for positioning and rendering elements. We wanted to avoid non-ExtJS styles and behaviors to build and test as fast as possible.

Product story

1. Product promise

Promised benefits that create expectations in users.

2. User onboarding

The process of helping new users become successful while adopting a product.

3. Core value

The moment when a product delivers on its promises.

Original flow

CoPromote's original flow as presented to new users:



1. The offer breaks user trust

All product promises made until the offer lead users to believe that reaching new audiences via CoPromote is free. But the offer repositions CoPromote as a paid marketing tool, breaking user trust.

The offer would be better framed as a paid plan that increases individual results, and shown after CoPromote delivers on its promises.

2. Tagging posts adds friction

Suggesting tags would decrease cognitive load, making the boosting process feel lighter. Tag suggestions can come from keywords found in the post or available metadata like the post’s url.

3. Users lose context after boost

Showing the user’s boosted post on the share feed would help users retain context and remind them why sharing will benefit them.

See analysis for more takeaways.

Learning from users

Concept for an improved onboarding experience based on takeaways:

Analysis of revised flow

The "Aha" moment for new users

The critical “Aha” moment for new users is when they get shared for the first time, since this event delivers on CoPromote’s promises.

These users become much more open to boosting again, sharing other people's posts (delivering value to other users), and subscribing.

But how long new users have to wait to get shared can vary (some new users don't get shared at all) and depends on quality of their content, how they tag it, what network they promote it on, and the number of active CoPromoters on that network.

If new users are made to wait too long for their first new share, they'll leave before CoPromote is able to deliver on its promises.

Long-term recommendations

1. Add a Completeness meter

Track how "complete" a user's profile is (“your profile is 60% complete”) to nudge her/him to perform more key actions: e.g. add a Twitter bio, connect more networks, follow X CoPromoters, take a survey to get better recommendations.

2. Explain value in concrete terms

Make the concept of reach, CoPromote's virtual currency, less abstract by showing the value of cross-promoting in concrete terms: e.g. “Because you retweeted this post, you received X new engagements and Y new followers on Twitter.”

3. Allow for discovery

Let users browse so they can see more of what CoPromote has to offer.

4. Add QA measures to improve content

Encourage users to boost posts with rich media, or posts that already received engagements to improve quality of content and deliver better individual results.

5. Show relevancy scores

Score tags, posts, and users to suggest more accurate matches. Also, Creators may be more open to sharing posts by others if CoPromote tells them there's a high chance their audience will like it.

6. Reward experts

Create achievements or rankings to reward users who repeatedly boost and share great content. Show their best posts as social proof and education on how content finds success on CoPromote.