To onboard more SMB customers by making the process more efficient for the implementation team and the user.
Team
1 Product Designer
1 Product Manager
2 Sales
2 Marketing
2 Devs Frontend & 4 Backend
Responsibility
Help in research and Design
Timeline/Dates
Q3, 2021
Background
For new customers onboarding process is the same irrespective of their size. We streamlined this process for small businesses by creating a self-onboarding service. This allowed customers to quickly onboard and bypass the manual, time-consuming steps included in the current implementation process.
Additionally, by eliminating the manual support needed for smaller customer onboarding, we not only free up the Implementation team to focus on more complex customers, but also we can significantly increase the number of customers we onboard without adding any additional resources on the MineralTree side.
Problem Discovery
For any company to signing onto MineralTree, the current process is slowed down by the fact that for all companies, regardless of size, manual intervention is needed to onboard and set up customers within MineralTree. This process can take multiple weeks, and for smaller customers whose implementation is straightforward, the time and effort needed to set up these customers takes away from time that could be used setting up larger and more complex customers that actually need more hands
Design Process
Secondary Research
OBJECTIVES
-To understand the current flow
-To analyse the data and pain points in the current flow.
-To collect any valuable information to come closer to the solution.
Brainstorm and direct sync with other stakeholders
UX Audit - Understanding current flow of "4 WEEKS"!
Problem
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The current process takes 4 weeks.
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limited roles but too many steps to confirm.
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Irrelevant training program. Requires customization.
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settings options are limited but still go through all settings.
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Multiple calls for any query with the implementation manager.
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Drop off, if followup delays the process.
UX Audit of the "Current Form"
Problem
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Overwhelming form, user never finish form filling on time.
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Irrelevant info -11 Extra input field, 2 extra radio button
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Reaching out to support was difficult.
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Manually actions to save progress are increasing cognition.
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Poor visual hierarchy.
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Reviewing details and identifying errors is challenging - long scrolling.
Market analysis to avoid “Long form”
TurboTax
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Pros:
-Clear input areas.
-Upfront assistance
-More transparency for required credentials -
Cons:
-The number of steps is not clear.
-search button is not so helpful
Coinbase
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Pros:
-Gives info about the steps completed successfully.
-Recommendation: Helping users to make the right decision. -
Cons:
-Steps/journeys can not be trackable on every screen.
-CTA is not evident.
Sterling
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Pros:
-Showing completed steps -
Cons:
-Direction to steps is missing.
-Users can skip steps and misguide themselves.
-CTA is not evident.
-No support
Outcome of above analysis and Proposed solution for “Long form”
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Users need high-level info about the form.
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CTAs should be clear and evident.
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Clear information (End to end journey guide)
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Users need easy navigation.
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Upfront assistance (Support)
Primary Research
OBJECTIVES
-To define the target audience
-To identify their business requirements, size and major stakeholders.
-To create user persona
In-depth interview call - Online video calls with small sample size.
-Sample size: 6 users
-Age: 27-32 years old
-Mid tech savvy level
Target Audience (What is Small Business?)
In designing a self-onboarding service, we want to target customers that fit the profile of our existing SMB customer base. and this is the criteria.
User Persona
Ideation process for Onboarding form: "What is the objective?"
Efficient form filling experience & support
Web Accessibility
User affordance
Reduce manuall actions
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Straight forward onboarding flow.
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Prevent any delays and errors.
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"Support" for help
maintain aesthetics and accessibility level for category "A & AA" of WCAG web accessibility guidelines.
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Easy navigation.
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end-to-end feedback based on triggers.
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Clear CTA.
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Automated features
Onboarding Workflow
The entire onboarding process requires involvement from multiple different MineralTree teams, supporting and guiding customers every step of the way. In building our self onboarding service, we will be breaking this workflow into steps, with the goal of automating each team’s specific role in the process as much as possible. The onboarding steps are outlined and detailed below:
Design
Wireframes
Improved Accessibility for “A” & “AA” levels with some customized voice commands to help visual impaired/disability users
Iterations
User Testing (A/B Testing)
User Testing (A/B Testing) - Observational and interviewing research
Sample size: 5 potential users
Test of 2 design variant.
Key insights & Learning
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Necessary documents: The user didn't have all the information upfront - Needs to be prepared.
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Simple language: users get confused with deep-level accounting jargon.
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The journey map was helpful (Zeigarnik effect): Stepper motivated users to follow a certain direction to reach their goals faster.
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Open-ended tabs were not that effective.
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Page-specific CTAs: To move forward "Next" button as CTA in the dedicated step was more helpful than a final holistic "Submit" button.
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Position of CTA: The top right corner for CTAs button positions was clear.
Final Design (Variant B 1.6)
Used existing design systems and similar UX patterns to help users' mental model constant for the final product experience.
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