Year: 2021
Improving Krisp’s setup flow
How I led the design of Krisp’s setup and user onboarding, enhancing clarity and increasing the user activation
Year: 2021
Improving Krisp’s setup flow
How I led the design of Krisp’s setup and user onboarding, enhancing clarity and increasing the user activation
Year: 2021
Improving Krisp’s setup flow
How I led the design of Krisp’s setup and user onboarding, enhancing clarity and increasing the user activation
As a result
+16%
Increased Activation among Zoom users
+16%
Increased Activation among Zoom users
+16%
Increased Activation among Zoom users
+16%
Increased Activation among Zoom users
+X%
Total adoption rate
+X%
Total adoption rate
+X%
Total adoption rate
+X%
Total adoption rate
My role
As the design lead, I contributed on both strategy and hands-on execution.
— Co-owned the development of the improvement with Product Manager and Engineering Lead from beginning of the project to beta release.
— Was responsible for end-to-end discovery, including research and user testing.
— Was actively involved in planning and scoping of the project.
— Collaborated with engineering, business, and marketing teams across functions.
— Following my departure from Krisp, the final release of the project was carried out by the talented designer, Eduard Hambardzumyan.
My role
As the design lead, I contributed on both strategy and hands-on execution.
— Co-owned the development of the improvement with Product Manager and Engineering Lead from beginning of the project to beta release.
— Was responsible for end-to-end discovery, including research and user testing.
— Was actively involved in planning and scoping of the project.
— Collaborated with engineering, business, and marketing teams across functions.
— Following my departure from Krisp, the final release of the project was carried out by the talented designer, Eduard Hambardzumyan.
My role
As the design lead, I contributed on both strategy and hands-on execution.
— Co-owned the development of the improvement with Product Manager and Engineering Lead from beginning of the project to beta release.
— Was responsible for end-to-end discovery, including research and user testing.
— Was actively involved in planning and scoping of the project.
— Collaborated with engineering, business, and marketing teams across functions.
— Following my departure from Krisp, the final release of the project was carried out by the talented designer, Eduard Hambardzumyan.
My role
As the design lead, I contributed on both strategy and hands-on execution.
— Co-owned the development of the improvement with Product Manager and Engineering Lead from beginning of the project to beta release.
— Was responsible for end-to-end discovery, including research and user testing.
— Was actively involved in planning and scoping of the project.
— Collaborated with engineering, business, and marketing teams across functions.
— Following my departure from Krisp, the final release of the project was carried out by the talented designer, Eduard Hambardzumyan.
Collaboration
The project spanned 3 teams and involved around 15 people, including key stakeholders such as the CEO and Head of Growth.
DRIVERS
Design Lead ← 👋 Me
Head of Product
Engineering Manager
CONTRIBUTORS
Software Engineers x 4
Illustrator
STAKEHOLDERS INVOLVED
CEO
Head of Growth
CTO
Collaboration
The project spanned 3 teams and involved around 15 people, including key stakeholders such as the CEO and Head of Growth.
DRIVERS
Design Lead ← 👋 Me
Head of Product
Engineering Manager
CONTRIBUTORS
Software Engineers x 4
Illustrator
STAKEHOLDERS INVOLVED
CEO
Head of Growth
CTO
Collaboration
The project spanned 3 teams and involved around 15 people, including key stakeholders such as the CEO and Head of Growth.
DRIVERS
Design Lead ← 👋 Me
Head of Product
Engineering Manager
CONTRIBUTORS
Software Engineers x 4
Illustrator
STAKEHOLDERS INVOLVED
CEO
Head of Growth
CTO
Collaboration
The project spanned 3 teams and involved around 15 people, including key stakeholders such as the CEO and Head of Growth.
DRIVERS
Design Lead ← 👋 Me
Head of Product
Engineering Manager
CONTRIBUTORS
Software Engineers x 4
Illustrator
STAKEHOLDERS INVOLVED
CEO
Head of Growth
CTO
01. Context
01. Context
01. Context
01. Context
What is Krisp
Krisp is an AI-powered noise cancellation app for online calls.
It removes background noise and echo in real time, functioning as a virtual microphone and speaker that integrates with any communication platform.
Revenue comes from a freemium B2C model and annual license-based B2B plans for teams.
During my time there, the company prioritised rapid user growth, with revenue generation taking a back seat in strategic decisions.
What is Krisp
Krisp is an AI-powered noise cancellation app for online calls.
It removes background noise and echo in real time, functioning as a virtual microphone and speaker that integrates with any communication platform.
Revenue comes from a freemium B2C model and annual license-based B2B plans for teams.
During my time there, the company prioritised rapid user growth, with revenue generation taking a back seat in strategic decisions.
What is Krisp
Krisp is an AI-powered noise cancellation app for online calls.
It removes background noise and echo in real time, functioning as a virtual microphone and speaker that integrates with any communication platform.
Revenue comes from a freemium B2C model and annual license-based B2B plans for teams.
During my time there, the company prioritised rapid user growth, with revenue generation taking a back seat in strategic decisions.
What is Krisp
Krisp is an AI-powered noise cancellation app for online calls.
It removes background noise and echo in real time, functioning as a virtual microphone and speaker that integrates with any communication platform.
Revenue comes from a freemium B2C model and annual license-based B2B plans for teams.
During my time there, the company prioritised rapid user growth, with revenue generation taking a back seat in strategic decisions.
What is Krisp
Krisp is an AI-powered noise cancellation app for online calls.
It removes background noise and echo in real time, functioning as a virtual microphone and speaker that integrates with any communication platform.
Revenue comes from a freemium B2C model and annual license-based B2B plans for teams.
During my time there, the company prioritised rapid user growth, with revenue generation taking a back seat in strategic decisions.
The problem
The setup wasn’t clear at all...
To make Krisp work, users need to complete a simple setup: open sound settings, select ‘Krisp Microphone’ as the microphone, and do the same for the speakers. Otherwise, noise cancellation won’t be applied.
However, due to the lack of a well-designed setup flow, many users skipped the setup, thought Krisp wasn’t working (or even considered it a scam), and eventually churned while leaving negative feedback.
The problem
The setup wasn’t clear at all...
To make Krisp work, users need to complete a simple setup: open sound settings, select ‘Krisp Microphone’ as the microphone, and do the same for the speakers. Otherwise, noise cancellation won’t be applied.
However, due to the lack of a well-designed setup flow, many users skipped the setup, thought Krisp wasn’t working (or even considered it a scam), and eventually churned while leaving negative feedback.
The problem
The setup wasn’t clear at all...
To make Krisp work, users need to complete a simple setup: open sound settings, select ‘Krisp Microphone’ as the microphone, and do the same for the speakers. Otherwise, noise cancellation won’t be applied.
However, due to the lack of a well-designed setup flow, many users skipped the setup, thought Krisp wasn’t working (or even considered it a scam), and eventually churned while leaving negative feedback.
The problem
The setup wasn’t clear at all...
To make Krisp work, users need to complete a simple setup: open sound settings, select ‘Krisp Microphone’ as the microphone, and do the same for the speakers. Otherwise, noise cancellation won’t be applied.
However, due to the lack of a well-designed setup flow, many users skipped the setup, thought Krisp wasn’t working (or even considered it a scam), and eventually churned while leaving negative feedback.
CLIENT PROBLEM
Unclear setup
Significant number of clients skipped the setup.
No validation of completed setup or failure indication
The system didn’t clearly indicate when the setup was incomplete.
CLIENT PROBLEM
Unclear setup
Significant number of clients skipped the setup.
No validation of completed setup or failure indication
The system didn’t clearly indicate when the setup was incomplete.
CLIENT PROBLEM
Unclear setup
Significant number of clients skipped the setup.
No validation of completed setup or failure indication
The system didn’t clearly indicate when the setup was incomplete.
CLIENT PROBLEM
Unclear setup
Significant number of clients skipped the setup.
No validation of completed setup or failure indication
The system didn’t clearly indicate when the setup was incomplete.
KRISP's PROBLEM
Massive user churn
Since Krisp requires proper setup to function, users who skipped the setup were unable to use the product.
Massive decline of our brand and NPS score
In turn, this negatively impacted our brand perception.
KRISP's PROBLEM
Massive user churn
Since Krisp requires proper setup to function, users who skipped the setup were unable to use the product.
Massive decline of our brand and NPS score
In turn, this negatively impacted our brand perception.
KRISP's PROBLEM
Massive user churn
Since Krisp requires proper setup to function, users who skipped the setup were unable to use the product.
Massive decline of our brand and NPS score
In turn, this negatively impacted our brand perception.
KRISP's PROBLEM
Massive user churn
Since Krisp requires proper setup to function, users who skipped the setup were unable to use the product.
Massive decline of our brand and NPS score
In turn, this negatively impacted our brand perception.
The old flow lacked clear messaging about why setup was important and how to complete it.
Research and initial analysis
What did we have before?
I insisted on starting by mapping and analyzing the entire journey—from download to first use.
The setup was only explained at the very end in a brief video that users could easily skip.
Beyond the poor messaging, the flow had other issues—like requiring sign-in even when the user had just signed up. Mapping the journey helped me align the team around a more holistic approach to onboarding.
Research and initial analysis
What did we have before?
I insisted on starting by mapping and analyzing the entire journey—from download to first use.
The setup was only explained at the very end in a brief video that users could easily skip.
Beyond the poor messaging, the flow had other issues—like requiring sign-in even when the user had just signed up. Mapping the journey helped me align the team around a more holistic approach to onboarding.
Research and initial analysis
What did we have before?
I insisted on starting by mapping and analyzing the entire journey—from download to first use.
The setup was only explained at the very end in a brief video that users could easily skip.
Beyond the poor messaging, the flow had other issues—like requiring sign-in even when the user had just signed up. Mapping the journey helped me align the team around a more holistic approach to onboarding.
Research and initial analysis
What did we have before?
I insisted on starting by mapping and analyzing the entire journey—from download to first use.
The setup was only explained at the very end in a brief video that users could easily skip.
Beyond the poor messaging, the flow had other issues—like requiring sign-in even when the user had just signed up. Mapping the journey helped me align the team around a more holistic approach to onboarding.
Very high-level user journey from sign up to setting up Krisp.
Complexity of the problem
The key setup and ‘aha’ moment happened outside our platform
Beyond better communication, how can we validate that setup is complete when the action happens outside of Krisp?
How can we help users associate the noiseless call with Krisp, when the call itself happens in Zoom, not in Krisp?
Complexity of the problem
The key setup and ‘aha’ moment happened outside our platform
Beyond better communication, how can we validate that setup is complete when the action happens outside of Krisp?
How can we help users associate the noiseless call with Krisp, when the call itself happens in Zoom, not in Krisp?
Complexity of the problem
The key setup and ‘aha’ moment happened outside our platform
Beyond better communication, how can we validate that setup is complete when the action happens outside of Krisp?
How can we help users associate the noiseless call with Krisp, when the call itself happens in Zoom, not in Krisp?
Complexity of the problem
The key setup and ‘aha’ moment happened outside our platform
Beyond better communication, how can we validate that setup is complete when the action happens outside of Krisp?
How can we help users associate the noiseless call with Krisp, when the call itself happens in Zoom, not in Krisp?
Setup journey analysis: actions and scenarios both inside and outside Krisp
The goals
Improve the messaging and guidance
I pushed for a full redesign of the end-to-end journey, not just the setup.
Mapping the full journey was key to getting buy-in.
The goals
Improve the messaging and guidance
I pushed for a full redesign of the end-to-end journey, not just the setup.
Mapping the full journey was key to getting buy-in.
The goals
Improve the messaging and guidance
I pushed for a full redesign of the end-to-end journey, not just the setup.
Mapping the full journey was key to getting buy-in.
The goals
Improve the messaging and guidance
I pushed for a full redesign of the end-to-end journey, not just the setup.
Mapping the full journey was key to getting buy-in.
Business
Improve our brand perception
Improve NPS score
No focus on monetisation at that stage
Business
Improve our brand perception
Improve NPS score
No focus on monetisation at that stage
Business
Improve our brand perception
Improve NPS score
No focus on monetisation at that stage
Business
Improve our brand perception
Improve NPS score
No focus on monetisation at that stage
Product
Decrease churn at Activation stage
Increase the setup completion rate
Prevent use without setup
Product
Decrease churn at Activation stage
Increase the setup completion rate
Prevent use without setup
Product
Decrease churn at Activation stage
Increase the setup completion rate
Prevent use without setup
Product
Decrease churn at Activation stage
Increase the setup completion rate
Prevent use without setup
Design (User outcomes)
Increase user’s awareness of setup
Enhance setup clarity and guidance
Help users reach the ‘aha’ moment
Design (User outcomes)
Increase user’s awareness of setup
Enhance setup clarity and guidance
Help users reach the ‘aha’ moment
Design (User outcomes)
Increase user’s awareness of setup
Enhance setup clarity and guidance
Help users reach the ‘aha’ moment
Design (User outcomes)
Increase user’s awareness of setup
Enhance setup clarity and guidance
Help users reach the ‘aha’ moment
02. Initial experiments
02. Initial experiments
02. Initial experiments
02. Initial experiments
Experiment N1
Improving the user awareness of setup importance
I collaborated with the Marketing team to determine the optimal placement of the key message.
We decided to display initial instructions on the Homepage and Download pages, anticipating that the concept of mandatory setup might raise questions for some users.
Experiment N1
Improving the user awareness of setup importance
I collaborated with the Marketing team to determine the optimal placement of the key message.
We decided to display initial instructions on the Homepage and Download pages, anticipating that the concept of mandatory setup might raise questions for some users.
Experiment N1
Improving the user awareness of setup importance
I collaborated with the Marketing team to determine the optimal placement of the key message.
We decided to display initial instructions on the Homepage and Download pages, anticipating that the concept of mandatory setup might raise questions for some users.
Experiment N1
Improving the user awareness of setup importance
I collaborated with the Marketing team to determine the optimal placement of the key message.
We decided to display initial instructions on the Homepage and Download pages, anticipating that the concept of mandatory setup might raise questions for some users.
Positioning the messaging
Positioning the messaging
Positioning the messaging
Positioning the messaging
To alleviate concerns, we emphasised that the process is quick, simple, and nearly effortless, consisting of just two steps.
Experiment N2
Prevent users from using Krisp without proper setup
During our initial phase, we haven’t yet implemented a way to automatically verify whether users have completed the setup.
As a starting point, we’ve decided to target users who skipped the setup modal.
Experiment N2
Prevent users from using Krisp without proper setup
During our initial phase, we haven’t yet implemented a way to automatically verify whether users have completed the setup.
As a starting point, we’ve decided to target users who skipped the setup modal.
Experiment N2
Prevent users from using Krisp without proper setup
During our initial phase, we haven’t yet implemented a way to automatically verify whether users have completed the setup.
As a starting point, we’ve decided to target users who skipped the setup modal.
Experiment N2
Prevent users from using Krisp without proper setup
During our initial phase, we haven’t yet implemented a way to automatically verify whether users have completed the setup.
As a starting point, we’ve decided to target users who skipped the setup modal.
The solution
The solution
The solution
The solution
An overlay was shown in the app for users who closed the setup modal, prompting them to complete it in-app.
Additionally, we've implemented a rewarding message upon setup completion and removed the frustrating sign-up requirement to download the app.
Results from initial iterations
Results from initial iterations
Results from initial iterations
Results from initial iterations
Three set of quick experiments boosted setup completion rate by ~5%.
POSITIVE
+5.3% setup completion 🎉 🎉 🎉
We observed an improvement in completion rates.
POSITIVE
+5.3% setup completion 🎉 🎉 🎉
We observed an improvement in completion rates.
POSITIVE
+5.3% setup completion 🎉 🎉 🎉
We observed an improvement in completion rates.
POSITIVE
+5.3% setup completion 🎉 🎉 🎉
We observed an improvement in completion rates.
03. Designing the setup
03. Designing the setup
03. Designing the setup
03. Designing the setup
Solving the key challenge
How can Krisp detect if it’s selected as the mic and speaker in Zoom?
As mentioned earlier, the critical setup actions happened outside Krisp — making it hard to validate success
During this phase, our goal was to surface a clear success signal inside the app, even though the configuration was happening in Zoom.
Solving the key challenge
How can Krisp detect if it’s selected as the mic and speaker in Zoom?
As mentioned earlier, the critical setup actions happened outside Krisp — making it hard to validate success
During this phase, our goal was to surface a clear success signal inside the app, even though the configuration was happening in Zoom.
Solving the key challenge
How can Krisp detect if it’s selected as the mic and speaker in Zoom?
As mentioned earlier, the critical setup actions happened outside Krisp — making it hard to validate success
During this phase, our goal was to surface a clear success signal inside the app, even though the configuration was happening in Zoom.
Solving the key challenge
How can Krisp detect if it’s selected as the mic and speaker in Zoom?
As mentioned earlier, the critical setup actions happened outside Krisp — making it hard to validate success
During this phase, our goal was to surface a clear success signal inside the app, even though the configuration was happening in Zoom.
Aligning with engineering team
Aligning with engineering team
Aligning with engineering team
Aligning with engineering team
Collaborating with engineers early on led us to the solution.
They explained that Krisp’s noise cancellation model includes a Signal Detection Module, which can detect when a calling app is sending audio to Krisp.
We realised we could surface this detection in the UI to confirm setup success.
A deeper understanding of how Krisp detects sound helped us arrive at an effective solution.
Trying various ideas
Idea 1: Magic setup
During the ideation with Product Lead and Engineers we had three main ideas: “Magic” Setup, Step by step wizard guide and One-page guide.
Trying various ideas
Idea 1: Magic setup
During the ideation with Product Lead and Engineers we had three main ideas: “Magic” Setup, Step by step wizard guide and One-page guide.
Trying various ideas
Idea 1: Magic setup
During the ideation with Product Lead and Engineers we had three main ideas: “Magic” Setup, Step by step wizard guide and One-page guide.
Trying various ideas
Idea 1: Magic setup
During the ideation with Product Lead and Engineers we had three main ideas: “Magic” Setup, Step by step wizard guide and One-page guide.
The idea
The idea
The idea
The idea
Magic Setup aimed to remove manual setup—one click would auto-set Krisp as the default mic and speaker
Why it didn’t work? ❌
Why it didn’t work? ❌
Why it didn’t work? ❌
Why it didn’t work? ❌
It clashed with Bluetooth or custom devices and reset on reboot.
Idea 2: Step-by-step guide
We also designed a guided setup with live detection, starting with Zoom(used by 51% of our users).
Idea 2: Step-by-step guide
We also designed a guided setup with live detection, starting with Zoom(used by 51% of our users).
Idea 2: Step-by-step guide
We also designed a guided setup with live detection, starting with Zoom(used by 51% of our users).
Idea 2: Step-by-step guide
We also designed a guided setup with live detection, starting with Zoom(used by 51% of our users).
The idea
The idea
The idea
The idea
Users see a small window with animated instructions.
As they complete each step, the wizard automatically progresses to the next one.
Why it didn’t work? ❌
Why it didn’t work? ❌
Why it didn’t work? ❌
Why it didn’t work? ❌
During user test 4/5 users found hidden steps intimidating, which made the setup feel longer and less effortless than intended.
The idea that worked
Idea 3: Single page setup
I decided to move forward with the next idea we had: one-page setup.
It was solving user’s concerns and overall was an easy nice and clear solution that proved to work well during test.
The idea that worked
Idea 3: Single page setup
I decided to move forward with the next idea we had: one-page setup.
It was solving user’s concerns and overall was an easy nice and clear solution that proved to work well during test.
The idea that worked
Idea 3: Single page setup
I decided to move forward with the next idea we had: one-page setup.
It was solving user’s concerns and overall was an easy nice and clear solution that proved to work well during test.
The idea that worked
Idea 3: Single page setup
I decided to move forward with the next idea we had: one-page setup.
It was solving user’s concerns and overall was an easy nice and clear solution that proved to work well during test.
The beta version
The beta version
Publishing the beta
Publishing the beta
Publishing the beta
Publishing the beta
The beta release for Zoom on Windows saw a 16% increase in activation among users in that segment.
POSITIVE
+16% activation among Zoom users
The beta was tested with Zoom users and demonstrated a positive impact.
+X% Activation among all users
The release led to a measurable improvement in global user activation.
POSITIVE
+16% activation among Zoom users
The beta was tested with Zoom users and demonstrated a positive impact.
+X% Activation among all users
The release led to a measurable improvement in global user activation.
POSITIVE
+16% activation among Zoom users
The beta was tested with Zoom users and demonstrated a positive impact.
+X% Activation among all users
The release led to a measurable improvement in global user activation.
POSITIVE
+16% activation among Zoom users
The beta was tested with Zoom users and demonstrated a positive impact.
+X% Activation among all users
The release led to a measurable improvement in global user activation.
The final version
The project was fully completed after I left Krisp
The new design team introduced a more streamlined version with a refreshed UI.
To try the setup, go to My Account → Set up a meeting tool.
The final version
The project was fully completed after I left Krisp
The new design team introduced a more streamlined version with a refreshed UI.
To try the setup, go to My Account → Set up a meeting tool.
The final version
The project was fully completed after I left Krisp
The new design team introduced a more streamlined version with a refreshed UI.
To try the setup, go to My Account → Set up a meeting tool.
The final version
The project was fully completed after I left Krisp
The new design team introduced a more streamlined version with a refreshed UI.
To try the setup, go to My Account → Set up a meeting tool.
04. Final results
04. Final results
04. Final results
04. Final results
All time results
All time results
All time results
All time results
+X%
Setup completion rate
Growth among Zoom users
+X%
Setup completion rate
Growth among Zoom users
+X%
Setup completion rate
Growth among Zoom users
+X%
Setup completion rate
Growth among Zoom users
-X%
Churn rate
Adoption rate among all users
-X%
Churn rate
Adoption rate among all users
-X%
Churn rate
Adoption rate among all users
-X%
Churn rate
Adoption rate among all users
+X%
NPS score
Net Promoter Score improved
+X%
NPS score
Net Promoter Score improved
+X%
NPS score
Net Promoter Score improved
+X%
NPS score
Net Promoter Score improved
Impact on users
A system that guides users, prevents errors, and communicates effectively.
The redesigned setup system reduced uncertainty and friction, resulting in a significantly smoother experience throughout the entire user journey.
Impact on users
A system that guides users, prevents errors, and communicates effectively.
The redesigned setup system reduced uncertainty and friction, resulting in a significantly smoother experience throughout the entire user journey.
Impact on users
A system that guides users, prevents errors, and communicates effectively.
The redesigned setup system reduced uncertainty and friction, resulting in a significantly smoother experience throughout the entire user journey.
Impact on users
A system that guides users, prevents errors, and communicates effectively.
The redesigned setup system reduced uncertainty and friction, resulting in a significantly smoother experience throughout the entire user journey.
05. Reflection
05. Reflection
05. Reflection
05. Reflection
The challenges and learnings
Key learnings
The project was a very interesting one. I’ve learned how to collaborate with engineers more closely and involve them in the UX improvement process.
The challenges and learnings
Key learnings
The project was a very interesting one. I’ve learned how to collaborate with engineers more closely and involve them in the UX improvement process.
The challenges and learnings
Key learnings
The project was a very interesting one. I’ve learned how to collaborate with engineers more closely and involve them in the UX improvement process.
The challenges and learnings
Key learnings
The project was a very interesting one. I’ve learned how to collaborate with engineers more closely and involve them in the UX improvement process.
Want to know more?
What were the trade-offs?
What would I do differently?
What didn’t go the way I expected?..
This is just a glimpse of the story. I'd be delighted to share the full version in a 15 mins presentation. Feel free to drop me a message.
Want to know more?
What were the trade-offs?
What would I do differently?
What didn’t go the way I expected?..
This is just a glimpse of the story. I'd be delighted to share the full version in a 15 mins presentation. Feel free to drop me a message.
Want to know more?
What were the trade-offs?
What would I do differently?
What didn’t go the way I expected?..
This is just a glimpse of the story. I'd be delighted to share the full version in a 15 mins presentation. Feel free to drop me a message.
Want to know more?
What were the trade-offs?
What would I do differently?
What didn’t go the way I expected?..
This is just a glimpse of the story. I'd be delighted to share the full version in a 15 mins presentation. Feel free to drop me a message.
2025. Vahan Hovhannisyan
All rights reserved
2025. Vahan Hovhannisyan
All rights reserved
2025. Vahan Hovhannisyan
All rights reserved
2025. Vahan Hovhannisyan
All rights reserved