Onboarding transformation
Redesigned a fragmented, high-touch onboarding flow into a fully self-serve experience—consolidating emails, calls, and third-party tools into a streamlined, in-platform journey completed in under five minutes. We reduced operational overhead while accelerating user activation.
Client
LeafLink
Services
Design, Research
Industries
B2B Marketplace
Date
Apr - Dec '22
Impact
<3 minute average sign-up time, reducing friction and accelerating activation.
30% increase in signup conversion, driven by a streamlined onboarding flow.
+11 minutes in daily user activity, signaling stronger engagement.
Hundreds of AE and Servicer hours saved monthly, thanks to reduced manual support and onboarding efforts.
A redesigned marketing page to attract users to the new onboarding flow
Problem
The Payments platform’s manual onboarding flow created friction for both users and internal teams. Buyers and Sellers had to complete a form that routed to an Account Executive, kicking off a time-consuming process involving offline credit checks and multiple follow-ups—often stretching over 2–3 weeks.
Even post-onboarding, users struggled with discoverability:
Limited guidance on platform features.
Unawareness of available payment programs.
High volume of support requests, draining AE and Servicing team resources.
The process wasn’t scalable and hindered user activation.
The original form that prospective users would fill out
Solution
We transformed a high-touch, manual onboarding process into a self-serve digital experience—cutting onboarding time from weeks to under five minutes.
Key Enhancements:
Streamlined Digital Flow: Automated credit checks, verifications, and approvals—eliminating the need for AE intervention.
Progressive Input Design:
Broke the flow into five digestible steps (e.g., business info, licenses, estimated sales).
Reduced user drop-off by avoiding form fatigue and setting clear expectations upfront.
Feature Discovery Post-Onboarding:
Launched with Appcues for guided walkthroughs, but iterated to a more reliable in-app tour based on user feedback and tool performance.
Helped new users quickly find value and reduced onboarding friction.
Knowledge Center:
Built from scratch using real AE + Servicing team insights.
Equipped users with self-service answers, significantly cutting support volume.
We validated the new flow with 20 users pre-launch—achieving a 100% completion rate and strong satisfaction scores.
The intro screen informed users of the information they needed to have on hand. This was a fun page to create, and we introduced four new styles and components to our design system as a result.
If users were already on the Marketplace, we could pull their information automatically. If not, the form provided open inputs for each section.
v3 (in-house built) product walkthrough created after moving away from Appcues and iterating on the basic intro carousel implemented between the two.
v1 of the Knowledge Center