The onboarding process takes a long time and is complex, we needed to reduce the time taken for onboarding and make it more intuitive.
- Scope: UX Flow & Visual Design
- Role: Concept, Research & Visual Identity
- Tools: Figma & Figjam
- Collaborators: UX Writer, Engineers & Product Owner
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Userflow for the onboarding process.
Existing Product & Problem
Registering as an advertiser typically takes 45 days due to extensive manual verification and guidance. Users must provide company details, set up tracking, populate profiles, and upload terms data.
Research
The Product Owner and I held a kickoff meeting with stakeholders, showcasing examples like Hubspot to understand and improve our onboarding process. We learned our process was complex, involving multiple APIs, Salesforce, finance for card processing, and legal for offers and data privacy.
After grasping the business goals, we identified user goals by consulting account managers and analyzing Hotjar recordings to pinpoint user pain points.
For discovery, I audited other platforms to identify features we could incorporate into our onboarding process.
Ideation
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I reviewed my user flow diagrams with stakeholders and the Product Owner to ensure clarity on the necessary design areas. The main goal was to create a lobby area for users upon login, guiding them through a self-led, automated sign-up process. I designed pages and wireframe flows, presenting them to stakeholders and engineers to ensure alignment with the overall UX.
Collaborating with a UX writer and marketing, I ensured the correct tone of voice and branding consistency, including illustrations for added context in the main area.
Outcome
We created a welcoming onboarding lobby to help users sign up and complete required processes, significantly reducing manual steps. The setup and activation time is now just a few days, achieving our main business goal.
I designed user flows and interactions, ensuring the design remained on brand. Since the sign-up process starts from the brochure website, I created a cohesive UX that integrated the brand image throughout.
The final release meets our goals, but with more user research, we can continue to iterate and improve the process.
Key Takeaways
With many stakeholders and engineering teams, the design and UX scope kept changing due to legacy API requirements and necessary application fields. Collaborating with marketing caused some challenges, as the web app and external marketing use different tones of voice, requiring us to adjust content and take full ownership of the web app portion.
Lacking user insights, we couldn’t convince stakeholders to simplify certain onboarding steps. Moving forward, I’m advocating for more user insights to improve the product.
