The Problems
- Incomplete Onboarding: Many users failed to complete the onboarding process, which meant they couldn’t access the product.
- Burnout in Sales and Customer Support: The onboarding issues overwhelmed sales and support teams, who spent too much time assisting customers with the process.
- Low Referrals and Growth: The cumbersome onboarding experience prevented customers from recommending the product, hindering growth.
Goals
With these challenges in mind, our team set out to:
- Identify pain points that made onboarding difficult for users.
- Reduce dependency on the sales and support teams for onboarding.
- Make the product more attractive to both new and existing customers by streamlining the onboarding process.
The Process
Talking to Customers
We started by speaking directly with existing users to uncover why onboarding was so problematic. Through these conversations, we identified several critical issues:
1. Confusing Dual App System
Motherboard had two separate platforms: one for employers and one for employees. Employers had to set up a company profile on the web-based platform, then invite employees to join via an app. Administrators, who were often also employees, had to use both the app and the web platform, leading to confusion and frustration.
2. Complicated and Lengthy Onboarding Steps
The onboarding process, especially for employees, was too long and complex. For instance, employees had to complete a five-step process before gaining access to the platform. If any step was missed, they couldn’t continue.
3. Unnecessary Mobile App
Users didn’t need a mobile app to access the platform’s core functionality. As a platform for managing health insurance, Motherboard wasn’t something users engaged with daily, so the mobile app added unnecessary friction.
4. Technical Issues
Bugs and technical difficulties further hindered users from completing the onboarding process, reducing satisfaction with the product overall
Ideation & Solutions
Armed with this understanding, we began brainstorming solutions that would address these problems head-on.
1. Unified Platform
We eliminated the dual-platform system, combining the employer and employee platforms into one. Both employers and employees now signed in via the same interface, with different levels of access based on their role. This simplified the user journey dramatically.
2. Streamlined Onboarding Process
We restructured the onboarding process so users could access the platform immediately after account creation. Instead of completing multiple steps upfront, users only needed to provide essential information (email, password, and a few personal details) and verify their email. Once inside the platform, they could complete onboarding at their own pace.
3. Retired the Mobile App
Given that the mobile app wasn’t necessary for the product’s core functionality, we made the difficult but strategic decision to shut it down. This not only simplified the user experience but also saved on development and maintenance costs.
4. Addressed Technical Issues
We worked closely with the engineering team to fix critical bugs and ensure the platform operated smoothly. Although a few minor issues remained, they were much less frequent and didn’t hinder the overall experience.
Key Features & Solutions
1. Easy Sign-Up for Employers and Employees
Employers could now sign up using Google SSO or their work email. They verified their email and completed their company profile before gaining access to the system, adding a layer of security while reducing spam. For employees, sign-up was even simpler: they just confirmed their email and created a password.
2. Flexible Employee Onboarding Options
We introduced two methods for employers to onboard their staff:
- Invite Method: Employers could send invitations via email or a shared link.
- Manual Upload: For companies with less tech-savvy staff, we provided an option to upload employee details manually, either one at a time or in bulk.
Impact/results
The overhaul of the onboarding system produced remarkable results:
- 230% Increase in Customer Sign-Ups and Activations: With a simpler, faster onboarding experience, more users completed the process, leading to higher product adoption.
- Reduced Support Burden: With fewer onboarding issues, the sales and support teams were freed up to focus on proactive customer engagement rather than troubleshooting.
- Increased Customer Satisfaction: The streamlined experience led to higher satisfaction rates, which in turn encouraged users to recommend the product to others.
Learnings and Takeaways
1. Creative Problem-Solving is Key
Rather than simply improving the existing dual-platform system, we challenged the fundamental structure of the product. The decision to consolidate into one platform was unconventional but highly effective.
2. Technical Capabilities Matter
While UX design plays a crucial role in user satisfaction, technical execution is equally important. Ensuring that the engineering team is involved early in the process is vital for delivering a seamless product.
3. Cross-Functional Collaboration is Essential
Product development doesn’t stop at design. Collaborating with marketing and sales teams ensured that we communicated the value of the product effectively to users. Their input was crucial in fine-tuning the user experience.
Conclusion
Revamping the onboarding process at Motherboard was a rewarding challenge that taught me valuable lessons about UX design, cross-functional teamwork, and the importance of a customer-first mindset. By simplifying the process and addressing key pain points, we were able to deliver a smoother, more intuitive experience that drove growth and improved customer satisfaction.
