Reimagining a more personalised user onboarding experience.
Background
Bloc offers a comprehensive suite of banking and payment infrastructure, including APIs, to businesses of all sizes (startups, SMEs, and large organizations). Our solutions empower businesses to accept payments, transfer funds, attract new customers, and generate revenue.
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The Problem
Bloc caters to diverse businesses across various customer segments, each seeking to address unique challenges with our product. Unfortunately, our onboarding process failed to effectively accommodate these differences. We offered a generic onboarding experience to all users, resulting in confusion upon encountering an empty dashboard. With the integration of Orchestrate's product and our recent expansion, we saw it as an opportunity to reevaluate and revamp our onboarding design and experience.
Onboarding Flow Before The Redesign
Research
In order to gain a better understanding of the issues encountered by new users, we partnered with the customer-facing teams to collect customer complaints, conducted user interviews, and extensively analysed the available analytics.
Furthermore, I examined various SaaS products, analysed their flows and features, and tried to understand their onboarding objectives, the choices they made, and how they effectively guided users towards the "Aha moment."
With these insights, we arrived at a refined problem statement.
“How might we help our users know what they should do on Bloc, and guide them towards realising value in the shortest possible time?”
But First, Who are our Users?
In collaboration with the marketing team, we analysed our customer base and defined them into segments based on needs. The two broad segments that we arrived at were:
Onboarding Journey for Users
After identifying user segments, we used them to map out the ideal onboarding path for each group. As the project had a substantial impact on multiple teams within Bloc (Product, Marketing & Sales), we ensured active collaboration and ongoing communication with each team throughout the design process
A Personalised Onboarding Experience
Following presentations, iterations, and obtaining approval from stakeholders, I proceeded to visualise each of these flows.
1. For Technical Users
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%20-%20Unverified%20User-updated.svg)
%20-%20User%20completes%20email%20verification.svg)
%20-%20Browse%20API%20docs.svg)
%20-%20Get%20API%20keys.svg)
%20-%20Set%20up%20webhook.svg)
%20-%20User%20has%20ticked%20all%20steps.svg)
2. For Small Business Owners/Merchants
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%20-%20Unverified%20User.svg)
%20-%20User%20completes%20email%20verification.svg)
%20-%20Add%20payment%20provider.svg)
%20-%20Create%20payment%20link.svg)
Did our Solution Work? Yes it Did!
The revamped onboarding process had a significant impact on enhancing the user experience. Despite the increasing complexity of the product, users found it remarkably clear how to begin according to their specific goals. The updated onboarding flow reduced user setup time by an impressive 30% and led to a considerable decrease in customer support tickets related to onboarding. Notably, we also observed a remarkable 60% setup completion rate and an increase in conversions from test to live transactions.
Learnings and Reflections
- The more features a product has, the more difficulties would a user have in exploring and understanding each one of them. That's why it's important to keep onboarding as an ongoing activity to avoid any confusion and provide continuous guidance to users.
- The faster a user reaches their "Aha moment" while using a product, the easier it becomes to convert them into active users and enhance retention. That's why it is crucial for design to deliberately optimize for this outcome when making decisions.
