An optimized onboarding guides users through questions, enabling seamless account setup
Lead Product Designer
June - Sep 2023
Design Team
Frontend Team
Product Manager
Interaction Design
Visual Design
User Research
An optimized on-boarding experience guides users through a series of questions, facilitating the seamless accounts setup before accessing the portal.
Lead Designer
June - Sep 2023
Design Team
Frontend Team
Product Manager
Interaction Design
Visual Design
User Research
Wireframes
Hi-Fi User Interface
Prototype
An optimized on-boarding experience guides users through a series of questions, facilitating the seamless setup of their accounts before accessing the portal.
Lead Designer
June - Sep 2023
Design Team
Frontend Team
Product Manager
Interaction Design
Visual Design
User Research
Redesign the end-to-end onboarding flow for business users by identifying key friction points, simplifying user decision-making, and aligning the experience with user goals and business outcomes.
Led UX strategy and delivered high-fidelity wireframes and interactive prototypes; collaborated cross-functionally to launch the redesigned onboarding in September 2023, resulting in improved user comprehension and increased onboarding completion rates.
What was the problem?
High Drop-off and Setup Errors in Onboarding
The existing onboarding process was lengthy, filled with dense technical information, and difficult to navigate. This led to a high drop-off rate of 12% and frequent errors in account setup, hindering users' ability to utilize the platform fully.
How might we ensure users receive intelligent guidance during onboarding and consistently set up their portal correctly?
Understanding background by talking to PM and stakeholders
Discovering pain points with 5 business users
Conducting competitive
analysis reports
Lets look into the background first ...
Veryable is a SaaS Workforce Management platform connecting businesses with labor in manufacturing industry
Efficient and accurate account setup is crucial for key business goals like user growth, user activation, and retention. Streamlined onboarding ensures users can quickly leverage the platform, realize its value, and become fully engaged.
First, we need to define the target audience ...
Two type of user that will be using the onboarding to setup their account
1/ New Business Users
They are typically operation managers aged 31-40, who are new to Veryable and responsible for setting up their company's account from scratch. They often have busy schedules and may not be highly tech-savvy.
2/ Existing Business Users
These users already have an account but may need to onboard new team members or set up new operational units within their existing account. They are familiar with the platform but still require a streamlined process for expansion.
Deep dive into understanding user needs
Discover Pain Points and Insights
Through interviews and surveys with our internal research team, customer success managers, and PMs, I gained a deeper understanding of user impressions and usability challenges, uncovering the following insights ...
Key takeaway #1
Overwhelming Complexity Hinders Comprehension
The onboarding flow's density and technical jargon created significant cognitive overload, making it difficult for users to understand the purpose of each step and what was required.
12%
This pain point directly contributed to the intitial 12% drop off rate in the onboarding process
"I just kept scrolling back and forth, trying to figure out what half these fields even meant. It felt like a test, not a setup."
- Interviewee Respondent
Key takeaway #2
Time Constraints Drive Abandonment
Operation managers, juggling multiple tasks, found the onboarding process too lengthy and demanding, leading to premature abandonment rather than completion.
“I started it during a break, but it just kept going. I don't have time for this right now, I'll come back later... or maybe not."
- Interviewee Respondent
Key takeaway #3
Missing Context Undermines Motivation
Users struggled to connect the information they were providing during onboarding to its direct value or how it would impact product functionality, reducing their motivation to complete accurately.
"Why do they need this? I just want to get in and start using it. It feels like busywork."
- Survey Respondent
To dig into the problem space a little more ...
Competitive Analysis & Industry Standards
To help me quickly brainstorm ideas for redesigning Veryable's onboarding flow and better understand modern onboarding experiences, I conducted a competitive analysis of various websites to identify industry trends and standards.
The takeaway from the audit ...
Guided and visual-centric onboarding experiences are common
In many modern SaaS job hiring platforms, onboarding flow often often employ a step-by-step approach, focusing on one to a few questions at a time, and incorporate interactive components to create a straightforward and engaging user experience.
if the onboarding flow incorporates a digestible, step-by-step, visually guided, and personalized approach with interactive components and enhanced contextual clarity, then it would make the process more efficient and less time-consuming for users, thereby significantly reducing user drop-off rates and improving account setup accuracy.
Identify core product experiences and principles
After reviewing past research on use cases of the account creation process and a better understanding of the competitive landscape, I develop a list of product principles to help guide the direction of the onboarding feature experience.
Reduce the usage of long and contextual forms and replace them with an interactive component.
The onboarding process extends beyond login and tour completion; it's an ongoing journey encompassing the user's entire lifecycle.
While Veryable is a SaaS software designed for professional use, integrating graphical elements will enhance the user experience.
to translate our hypothesis into tangible solutions,
Conceptualizing the New Onboarding Experience
After establishing the fundamental product experiences and principles, I crafted the user personas to this feature's audience.
I ideate 4 different feature options and gathered feedback from designers, PMs, engineers, and users.
These design decisions were grounded in core product experiences, emphasizing streamlined experiences with principles of low cognitive load, a progressive and continuous process, and a balance of professionalism and friendliness.
I explore different feature options and gather feedback from designers, PMs, engineers, and users.
Design decisions are grounded in core product experiences, emphasizing streamlined experiences with principles of low cognitive load, a progressive and continuous process, and a balance of professionalism and friendliness.
Stepper Onboarding
An optimized stepper onboarding experience guides users through a series of questions, facilitating the seamless setup of their accounts before accessing the portal.
Users will provide their basic information, such as industry and type of operation, to help Veryable personalize the experience for their business.
The interactive graphical component facilitates a visual understanding of the work area concept, while our intelligent system suggests relevant work areas based on the user's profile, ensuring a seamless and personalized experience.
Users have the option to invite others to their team either by entering their basic information immediately or choosing to extend invitations at a later time.
Banner Onboarding
A compelling banner onboarding featuring a progress bar at the top, designed to motivate users confidently towards completing their account setup.
The onboarding feature was launched in September 2023! It has received positive feedback from both business users and stakeholders. New users express enthusiasm for the streamlined onboarding process, facilitating their transition to the new product. Existing business users highlight the effectiveness of banner onboarding in correctly setting up the portal and significantly enhancing productivity.
As a result of this project, there has been a noteworthy 23% increase in user retention.
1/ Enhancing Design Exploration through Collaborative Efforts with Engineering
Within an agile workflow environment at Veryable, I collaborated closely with the Frontend engineering team. While overseeing design-related tasks, we engaged in regular weekly sync sessions to exchange feedback. This regular interaction enabled me to gain insights into technical constraints early in the design process, prompting the exploration of alternative solutions.
2/ Onboarding flow is a continuous process
Through leading this project, I've learned that onboarding isn't just about the initial account setup or product tour—it's a continuous process that spans a user’s entire product journey. In this case, existing business users were overlooked without a proper onboarding flow, so addressing their needs became crucial.