Friction-Free Experiment Experience Design for Heatseeker

Awaru Vamshi Sai

Designing a “Friction-Free Experiment” experience in Heatseeker

Introduction

83 % of growth teams who create a Heatseeker trial account never launch their first experiment.ⁱ For a product that promises “real-market evidence in minutes,” that drop-off was mission-critical.

Design brief

How might we help a first-time user sign in, glide through onboarding, and launch their very first experiment in under 90 seconds? Scope → Sign-in · Onboarding · Dashboard · “Start Experiment” flow

Context

Heatseeker’s secret sauce is a blend of stealth ads (to gather live demand data) and synthetic personas (to predict scale). Powerful, but also intimidating for new users who just want a “quick A/B test.”

Persona

Our core persona for this project is, let’s call them “Launch-Hungry Sara” is a solo growth PM:
Proficient in English UX patterns
Very comfortable with SaaS dashboards
Ultra-impatient: bounce if value isn’t obvious in < 2 minutes
The legacy experience required Sara to :
Sign in (SSO or email & password only)
Choose the thing she is testing, Audience & Goal
Generate & Review Experiment
Set the Budget
Simulate / Launch

Design Exploration

Option 1 (Safe Option)
Goal:
Just Clean It Up User Problem: “I’m confused. Where do I look? There’s too much info and no clear start.”
User Journey:
Lands on dashboard, sees messy info.
Can’t find what matters, too many elements shouting at once.
Doesn’t know what to do next → bounces.
Essential (Safe Option)
Essential (Safe Option)
Option 2 (Stretch Option)
Goal:
Make it Goal-Focused User Problem: “I don’t know what my goal is. Am I testing the right things?”
User Journey:
Lands on dashboard, sees lots of data.
Feels disconnected from why they’re running experiments.
Unsure which metric matters most for their growth.
Goal-Centric (Stretch Option)
Goal-Centric (Stretch Option)
Option 3 (Wild Option)
Goal:
AI Growth Copilot Mode. User Problem: “I don’t know what to test next. I just want results fast.”
User Journey:
Logs in.
Sees a list of experiments and a graph, no context.
Thinks: “What should I do now?”
Leaves or starts a random test without much strategy.
AI-Powered Assistant (Wild Option)
AI-Powered Assistant (Wild Option)

Verdict

The Wild option not only meets but comfortably outperforms the client’s “< 90 sec to launch” requirement, with every tester completing in under 1 min 30 sec and strong confidence scores to match.

Dashboard For New Users

Dashboard For New Users
Dashboard For New Users

Dashboard For Power Users

Dashboard For Power Users
Dashboard For Power Users

Create Experiment Flow (Using AI & Manually)

Create Experiment Flow (Using AI & Manually)
Create Experiment Flow (Using AI & Manually)

Created with AI Results

Created with AI Results
Created with AI Results

Simulating Experiment

Simulating Experiment
Simulating Experiment

Client Testimonial

Client Testimonial
Client Testimonial

Live Product

Like this project

Posted Jul 17, 2025

Designed a friction-free experiment experience for Heatseeker, reducing launch time to under 90 seconds.

Likes

1

Views

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Timeline

Apr 1, 2025 - May 31, 2025

Clients

Heatseeker

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