Onboarding Center
Technical Customer Integration
2023-2025
Project Overview
The Insider Onboarding Project aims to revolutionize partner onboarding by addressing integration challenges, initial setups, and product education. The project focuses on designing end-to-end, digital-first solutions that provide seamless, self-service experiences.
Product Team
My Role
As the sole senior product designer, I led the design strategy and execution for the entire onboarding platform. My responsibilities included conducting research, creating design solutions, and collaborating with cross-functional teams.
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Created Product design epics and tasks Including for Front-End Developers.
Created Road map and Collaborated with Product Managers to Align Priorities and Deliverables.
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Conducted user interviews with customers to understand their challenges during onboarding.
Collaborated with internal teams (TAM, POS) to identify recurring issues.
Analyzed competitor platforms to benchmark best practices.
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Created a unified onboarding interface with self-service tools.
Conducted a local design system for compatibility with Insider's main design system.
Designed modular components such as forms, progress indicators, and feedback mechanisms.
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Conducted usability testing with partners and internal teams.
Iterated on designs based on feedback to improve usability and clarity.
Conducted DUAT (Design Usability Acceptance Testing)
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Established monitoring metrics to track user adoption and engagement post-launch.
Conducted follow-ups to gather additional feedback and assess impact.
Problem Statement
In 2023, 39% of churned MRR occurred within the first year primarily due to undesirable Onboarding Outcomes.
Main Drivers of the 39% MRR Churn
Long Time to Value: Delayed realization of benefits leads to frustration and disengagement.
Low Product Adoption: Partners struggle to integrate the product into their workflows effectively.
Complexity and Usability Issues: Feedback highlights the complexity of the Onboarding Workspace, making it challenging for TAMs and partners to use tools like Gainsight Success Plans.
Expected Features Remain Undiscovered: Partners fail to recognize key functionalities, limiting the product's perceived value.
Desired Business Outcomes
Strategic objectives to enhance onboarding experience and drive sustainable growth
Research and Analysis Process
Duration: 4 sprints
Analysis 7 groups of Churn and Support Feedback:
Identified key pain points and areas for improvement.
8 Customer and Internal Team Interviews:
Gathered qualitative insights to enhance the onboarding experience.
Analysis of the Current Onboarding Process:
Conducted by reviewing existing documentation and interviewing onboarding specialists.
12 Competitor Benchmarking:
Evaluated industry best practices to identify opportunities for improvement and innovation.
Onboarding Period
The average Onboarding duration is 120 days during which customers are paying but unable to fully utilize the product, highlighting a critical gap in time-to-value.
2. Onboarding Support Tickets
Integration-related issues account for 16.24% of all support tickets, emphasizing the difficulties customers face in integrating with the product during the prolonged onboarding period..
Competitive Analysis
Evaluate industry best practices to identify opportunities for improvement, differentiation, and innovation within the product experience.
User Target Groups
Key User Challenges
Critical pain points identified through customer feedback and research
Previous Onboarding Gaps
New Onboarding Process Flow
The new onboarding process is individualized and digitized, reducing reliance on meetings and enabling self-paced progress. It integrates team management tools, technical documentation, and an automated testing process, ensuring efficiency and scalability.
New User Flow
Streamlined Integration
Transforming complex technical setup into a guided, error-free experience
Before the redesign, users struggled to complete code integration independently.
Fragmented instructions scattered across multiple pages
Lack of context about code purpose and placement
Frequent errors during implementation
Slow onboarding requiring extensive technical support
Code Integration Page
Pre-Activation Campaign
Challenge
After initial integration, users had to wait up to two weeks while Insider’s tech team configured System Rules. This pause caused frustration and loss of momentum.
Solution
We introduced a Pre-Activation Campaign Flow, allowing users to start designing, customizing, and saving campaigns as drafts even before the System Rules were fully configured.
Data Planning Flow
We redesigned the Data Planning experience into a clear, guided flow.
Now, users move through structured steps - from setting integration goals to creating events and attributes - all within a single workspace.
Goal Page
Data Planning used to be one of the most complicated steps of integration — teams had to define goals, create events, and map attributes across scattered tools and documents. This often caused confusion and delays.
We transformed this process into a guided, goal-driven experience inside the product. Users now define business objectives, explore recommended use cases, and customize their data setup in one intuitive flow.
