Initial research from leadership reported a high new user drop-off rate of 66.7% since the start of 2023. To investigate and remediate this, my product manager and I were given ownership of the new Onboarding area.
By facilitating design research methods and synthesizing results, we successfully created a roadmap of projects that address issues client's face when onboarding to the Level Access platform.
TeamProduct Designer (me!)
Product Manager
UX writer
Lead UX Researcher
Director of UX Research and Strategy
Time FrameSept. 2023 - Jan. 2024
OrganizationLevel Access
The research process is never linear, especially when working in agile product development.
Nonetheless, I tried to divide the stages the product manager and I addressed while going through researching the onboarding product area.
Onboarding focused on ensuring external and internal users have the tools they need to onboard clients and keep them retained.
There are several stakeholders who work with customers during the onboarding process. We interviewed internal team members to establish the current process of onboarding new clients.
I had the opportunity to shadow communication calls with net new clients to hear these pains first hand.
To address the gaps in information outlined by the journey map, I created a research plan to create alignment and plan out user recruitment.
6 external interviews & 2 internal interviews
Recruitment requirements:
All of the findings and quotes from the user interviews were recorded in confluence. However, it was difficult to search and find specific pains from pages and pages of notes.
The journey map was created to synthesize all of our findings and to create one document to reference throughout future ideation.
After updating the journey map, with mentorship from my design team lead, I organized the pain into three themes. Affinity mapping not only helped us establish opportunities but, made it easier to communicate to leadership.
All of the projects were mapped to the user pain points to ensure we are solving and reating value at every step of the way.
.jpg)
Scroll through affinity mapping diagram.
This initiative was the basis for all the projects not only I but, other product teams continue to work on at Level Access. The result was a year-long roadmap that was received positively by leadership.
Out of all the projects, building a checklist, improving empty page states and adding descriptions were direct results of this research.
To guide users to key tasks in the platform and address pains in understanding those tasks and features.
To encourage independent set-up by taking users to their first action.
To provide context to features, screens and tasks.
Originally, this experience was designed to be in product but, after discussion with the research team, we released an MVP through Pendo, a third-party pop-up application to collect feedback before implementation.
Implementing these screens were a breeze. The plan was to slowly improve empty states in each feature of the platform by implementing with each sprint and release. We added them to sprints where our scrum team had room to work on an additional project/had story points to spare.
This research initiative resulted in 12+ items on the roadmap, 8 new features launched and honestly, a better relationship with our new customers. Each of the projects succeeded in addressing key issues in onboarding resulting in the following metrics: