Creating a low-touch onboarding experience for business users
My role: I led the project's end-to-end design process, working closely with the product manager and tech lead to ultimately determine the design solution. I conducted user research, led brainstorming sessions, and wrote the product copy.
The Problem
Our team noticed that the high-touch onboarding process for business users was not scalable and relied heavily on sales and support teams. We needed to create a low-touch onboarding experience that would enable new users to easily evaluate our product and convert, while requiring minimal time from sales and customer success teams.
Discovery
I started the discovery process by evaluating our current onboarding experience and gathering onboarding inspiration from other SaaS products.
Through user research and collaboration with sales, marketing, and customer success teams, we discovered that business users signing up for a 30-day Pro trial were primarily concerned with the ease of use, value, and scalability of the product. They also needed to perform certain key actions to fully evaluate the product, such as adding team members, sending a document, and creating a template.
There was a lot of content that we could provide, but we narrowed it down to the actions that would provide new users a clear path forward for test driving the product itself. This included getting users to complete what we knew to be our most sticky behaviors.
Actions indicating sticky behavior:
Adding team members (most sticky behavior + reason for upgrading)
Sending a document
Creating a template
Addressing in-app friction:
Answer: What is the signer experience like?
Guide users: How do I set up and send my first document?
Designs
Phase 1: Onboarding survey to get new users performing the most sticky tasks immediately
We implemented a three-slide onboarding survey that appeared immediately after users created their account, prompting them to perform the most sticky actions.
Phase 2: Provide a clear course for customers to evaluate and engage
I designed a 'Get Started' landing page that provided a clear course for customers to evaluate and engage with the product.
Phase 3: Improved dashboard empty states to make the product more self-explanatory
Our product posed challenges for first-time signers who often got confused by the "Send & Manage" and "Sign" pages. To address this issue, we streamlined the language and design across both pages, clarified the functions of each page, and designed empty states to guide first-time signers. These solutions were implemented with minimal engineering work to improve the product's intuitiveness and usability for new users.