Selected Work
Designing a Self-Serve Onboarding Experience
Led discovery and delivery for a self-serve onboarding flow that helped users reach activation faster with less manual support.
Problem
The existing onboarding journey assumed a high-touch sales and support motion. That worked for a subset of customers but created friction for smaller accounts that wanted to get started quickly.
Approach
I combined qualitative user interviews, funnel review, and prototype testing to find the moments where users lost momentum. The team then focused on simplifying setup, clarifying value earlier, and reducing the number of irreversible choices.
Outcome
The final experience made the first-run journey easier to understand and easier to complete. Support requests dropped because the product explained itself better.
Reflection
Onboarding is often treated as a UX layer. In practice, it is a strategic product surface that shapes trust, time to value, and expansion potential.