Under NDA
Designing Business Onboarding from Scratch
Designing Business Onboarding from Scratch
Designing Business Onboarding from Scratch
How analyzing the complete business lifecycle led to a holistic redesign that improved both onboarding completion and long-term platform engagement
How analyzing the complete business lifecycle led to a holistic redesign that improved both onboarding completion and long-term platform engagement
How analyzing the complete business lifecycle led to a holistic redesign that improved both onboarding completion and long-term platform engagement
B2B
B2B
Complete Rebuilt
Complete Rebuilt
MVP
MVP
Complete Rebuilt
Complete Rebuilt
MVP
MVP
B2B
B2B
Complete Rebuilt
MVP
B2B
Complete Rebuilt
MVP
B2B
Under NDA
Designing Business Onboarding from Scratch
How analyzing the complete business lifecycle led to a holistic redesign that improved both onboarding completion and long-term platform engagement
B2B
Complete Rebuilt
MVP
Complete Rebuilt
MVP
B2B
Complete Rebuilt
MVP
B2B
Complete Rebuilt
MVP
B2B
Role
Role
Role
Product Designer
Product Designer
Product Designer
Year
Year
2024-25
2024-25
2024-25
Team
Team
Team
CEO
CEO
CEO
1 UX Designer
1 UX Designer
1 UX Designer
1 FE and 1 BE Engineer
1 FE and 1 BE Engineer
1 FE and 1 BE Engineer
My Impact
My Impact
My Impact
End- End Design
End- End Design
End- End Design
Future Vision Development
Future Vision Development
Future Vision Development
Handling edge cases
Handling edge cases
Handling edge cases
MVP scope
MVP scope
MVP scope
I designed a dual-purpose platform architecture with unified account system that branches into tailored user journeys—directing consumers to reward discovery while guiding businesses through specialized onboarding tools.
I designed a dual-purpose platform architecture with unified account system that branches into tailored user journeys—directing consumers to reward discovery while guiding businesses through specialized onboarding tools.
Problem
Fragmented Onboarding
Fragmented Onboarding
Fragmented Onboarding
The previous onboarding was creating barriers to business success and limiting platform growth. I needed to build a business onboarding flow that solved trust, identity, and usability issues . Since the older app is depreciated, this wasn’t a redesign—it was a complete rebuild.
The previous onboarding was creating barriers to business success and limiting platform growth. I needed to build a business onboarding flow that solved trust, identity, and usability issues . Since the older app is depreciated, this wasn’t a redesign—it was a complete rebuild.
The previous onboarding was creating barriers to business success and limiting platform growth. I needed to build a business onboarding flow that solved trust, identity, and usability issues . Since the older app is depreciated, this wasn’t a redesign—it was a complete rebuild.
THE RESEARCH
Designing with Assumptions, Not Analytics
MVP scope
Designing with Assumptions, Not Analytics
Given our fast-paced startup environment and limited access to traditional user research data, I leveraged available resources including CEO insights, direct business feedback, and competitive analysis of onboarding flows to inform our design decisions.
Reviewed 8–10 apps to understand what worked and what didn’t, and I synthesized all of that into fast, actionable insights.
Visual design broke brand guidelines and accessibility
Disconnected business/personal flows required separate logins
No verification = duplicate or fake accounts
Poor visual guidance and missing feedback cues
Lack of context around data usage for customers
I designed a dual-purpose platform architecture with unified account system that branches into tailored user journeys—directing consumers to reward discovery while guiding businesses through specialized onboarding tools.
Given our fast-paced startup environment and limited access to traditional user research data, I leveraged available resources including CEO insights, direct business feedback, and competitive analysis of onboarding flows to inform our design decisions.
Reviewed 8–10 apps to understand what worked and what didn’t, and I synthesized all of that into fast, actionable insights.
Visual design broke brand guidelines and accessibility
Disconnected business/personal flows required separate logins
No verification = duplicate or fake accounts
Poor visual guidance and missing feedback cues
Lack of context around data usage for customers
THE RESEARCH
Designing with Assumptions, Not Analytics
Given our fast-paced startup environment and limited access to traditional user research data, I leveraged available resources including CEO insights, direct business feedback, and competitive analysis of onboarding flows to inform our design decisions.
Reviewed 8–10 apps to understand what worked and what didn’t, and I synthesized all of that into fast, actionable insights.
Visual design broke brand guidelines and accessibility
Disconnected business/personal flows required separate logins
No verification = duplicate or fake accounts
Poor visual guidance and missing feedback cues
Lack of context around data usage for customers
THE RESEARCH
The Hard Parts
We did not have analytics or usage data to guide decisions.
Changing priorities every week
Designing while dev work happened in parallel.
I had to create the design system while designing features in real time—balancing consistency, speed, and reuse without slowing down delivery
Since there was no dedicated QA team to test for bugs, errors, or weird user behaviors before launch, I had to design edge-case coverage into the UI itself.
The Strategy
The Strategy
More Than Just Onboarding
More Than Just Onboarding
More Than Just Onboarding
More Than Just Onboarding
We wanted to help users adopt the new app naturally—without friction or forcing early decisions. So we focused on making the first session feel lightweight and welcoming, with a clear handoff into business onboarding once users were ready.
We wanted to help users adopt the new app naturally—without friction or forcing early decisions. So we focused on making the first session feel lightweight and welcoming, with a clear handoff into business onboarding once users were ready.
We wanted to help users adopt the new app naturally—without friction or forcing early decisions. So we focused on making the first session feel lightweight and welcoming, with a clear handoff into business onboarding once users were ready.
I didn’t just design the onboarding flow in isolation. I mapped out the entire business user journey—from their first login all the way to repeat platform engagement. My goal was to make sure the onboarding process actually supported long-term platform usage, not just account setup.
I didn’t just design the onboarding flow in isolation. I mapped out the entire business user journey—from their first login all the way to repeat platform engagement. My goal was to make sure the onboarding process actually supported long-term platform usage, not just account setup.
I didn’t just design the onboarding flow in isolation. I mapped out the entire business user journey—from their first login all the way to repeat platform engagement. My goal was to make sure the onboarding process actually supported long-term platform usage, not just account setup.
“We chose to let users explore first, then invite business conversion once value is visible—an intentional MVP tradeoff to support fast adoption.”
“We chose to let users explore first, then invite business conversion once value is visible—an intentional MVP tradeoff to support fast adoption.”
“We chose to let users explore first, then invite business conversion once value is visible—an intentional MVP tradeoff to support fast adoption.”
Login/sign up flow
Login/sign up flow
Login/sign up flow
Business owners had to maintain separate accounts for different purposes creating fragmented identity and reduced platform engagement. The foundation of our improved experience was addressing these fundamental disconnect between personal and business accounts.
Business owners had to maintain separate accounts for different purposes creating fragmented identity and reduced platform engagement. The foundation of our improved experience was addressing these fundamental disconnect between personal and business accounts.
Business owners had to maintain separate accounts for different purposes creating fragmented identity and reduced platform engagement. The foundation of our improved experience was addressing these fundamental disconnect between personal and business accounts.
LOGIN/SIGNUP FLOW
LOGIN/SIGNUP FLOW
LOGIN/SIGNUP FLOW
Error States & Helpful Guidance
Error States & Helpful Guidance
To reduce frustration and prevent drop-off, I designed clear error states and contextual hint text throughout the signup flow. These guided users through common mistakes—like missing required fields or invalid input—without disrupting their progress.
To reduce frustration and prevent drop-off, I designed clear error states and contextual hint text throughout the signup flow. These guided users through common mistakes—like missing required fields or invalid input—without disrupting their progress.
LOGIN/SIGNUP FLOW
Error States & Helpful Guidance
To reduce frustration and prevent drop-off, I designed clear error states and contextual hint text throughout the signup flow. These guided users through common mistakes—like missing required fields or invalid input—without disrupting their progress.
LOGIN/SIGNUP FLOW
LOGIN/SIGNUP FLOW
LOGIN/SIGNUP FLOW
Redirecting businesses
Redirecting businesses
I redesigned our login/signup flow to support both personal and business roles under a single identity. I gave prompts to guides users toward business accounts when appropriate.
I redesigned our login/signup flow to support both personal and business roles under a single identity. I gave prompts to guides users toward business accounts when appropriate.
LOGIN/SIGNUP FLOW
Redirecting businesses
I redesigned our login/signup flow to support both personal and business roles under a single identity. I gave prompts to guides users toward business accounts when appropriate.
Business Onboarding and Profile creation
Business Onboarding and Profile creation
Business Onboarding and Profile creation
To reduce friction, I broke the profile form into digestible steps. I grouped relevant information together and marked them. I also added tooltips and visual cues to make the experience more guided and less overwhelming.
To reduce friction, I broke the profile form into digestible steps. I grouped relevant information together and marked them. I also added tooltips and visual cues to make the experience more guided and less overwhelming.
To reduce friction, I broke the profile form into digestible steps. I grouped relevant information together and marked them. I also added tooltips and visual cues to make the experience more guided and less overwhelming.
BUSINESS ONBOARDING
BUSINESS ONBOARDING
BUSINESS ONBOARDING
Preventing Account Duplication
Preventing Account Duplication
To prevent duplicate accounts, we introduced a two-factor verification using business email. I designed clear error and confirmation states to guide users and ensure a smooth, secure experience.
To prevent duplicate accounts, we introduced a two-factor verification using business email. I designed clear error and confirmation states to guide users and ensure a smooth, secure experience.
BUSINESS ONBOARDING
Preventing Account Duplication
To prevent duplicate accounts, we introduced a two-factor verification using business email. I designed clear error and confirmation states to guide users and ensure a smooth, secure experience.
BUSINESS ONBOARDING
BUSINESS ONBOARDING
BUSINESS ONBOARDING
Contextual guidance with tool tips
Contextual Guidance With Tool Tips
I incorporated strategically placed tooltips and helper text that appear at the moment of need,—keeping users focused without disrupting their flow.
I incorporated strategically placed tooltips and helper text that appear at the moment of need,—keeping users focused without disrupting their flow.
BUSINESS ONBOARDING
Contextual Guidance With Tool Tips
I incorporated strategically placed tooltips and helper text that appear at the moment of need,—keeping users focused without disrupting their flow.
BUSINESS ONBOARDING
BUSINESS ONBOARDING
BUSINESS ONBOARDING
Flexible Operating Hours
Flexible Operating Hours
To support food trucks and businesses with varying schedules, I introduced a flexible scheduling system allowing multiple time slots per day. I designed logic to prevent edge case errors like overlapping or duplicate slots, missing close times, and invalid time ranges.
To support food trucks and businesses with varying schedules, I introduced a flexible scheduling system allowing multiple time slots per day. I designed logic to prevent edge case errors like overlapping or duplicate slots, missing close times, and invalid time ranges.
BUSINESS ONBOARDING
Flexible Operating Hours
To support food trucks and businesses with varying schedules, I introduced a flexible scheduling system allowing multiple time slots per day. I designed logic to prevent edge case errors like overlapping or duplicate slots, missing close times, and invalid time ranges.
DASHBOARD
DASHBOARD
DASHBOARD
Post-Onboarding Feature Tour
Post-Onboarding Feature Tour
After completing onboarding, business users land on the dashboard where they’re guided through key features via contextual tooltips. This lightweight tour helps them understand what's available without feeling overwhelmed—reinforcing feature discovery at the right time.
After completing onboarding, business users land on the dashboard where they’re guided through key features via contextual tooltips. This lightweight tour helps them understand what's available without feeling overwhelmed—reinforcing feature discovery at the right time.
DASHBOARD
Post-Onboarding Feature Tour
After completing onboarding, business users land on the dashboard where they’re guided through key features via contextual tooltips. This lightweight tour helps them understand what's available without feeling overwhelmed—reinforcing feature discovery at the right time.
Business Profile
Business Profile
Business Profile
Once onboarding is complete, the business profile reflects the information provided during setup. I included public-facing page that customers will see— and business facing page which can be edited.
Once onboarding is complete, the business profile reflects the information provided during setup. I included public-facing page that customers will see— and business facing page which can be edited.
Once onboarding is complete, the business profile reflects the information provided during setup. I included public-facing page that customers will see — and business facing page which can be edited.
PROFILE
PROFILE
PROFILE
Seamless switching
Post-Onboarding Feature Tour
Created seamless entry points that allow businesses to switch between social profiles while giving social users an accessible pathway to establish a business account when interested.
Created seamless entry points that allow businesses to switch between social profiles while giving social users an accessible pathway to establish a business account when interested.
PROFILE
Post-Onboarding Feature Tour
Created seamless entry points that allow businesses to switch between social profiles while giving social users an accessible pathway to establish a business account when interested.
What we achieved
Post-Onboarding Feature Tour
Post-Onboarding Feature Tour
User testing with business owners gave us clear validation points and surfaced key usability gaps.
User testing with business owners gave us clear validation points and surfaced key usability gaps.
User testing with business owners gave us clear validation points and surfaced key usability gaps.
Business owners found the profile update flow intuitive, though some were momentarily confused between labels like "Edit Info" and "Manage Settings",
Small business owners responded positively to the ‘Ask’ feature, using it as a lightweight way to engage customers
Early feedback from internal teams was positive.
Business owners found the profile update flow intuitive, though some were momentarily confused between labels like "Edit Info" and "Manage Settings",
Small business owners responded positively to the ‘Ask’ feature, using it as a lightweight way to engage customers
Early feedback from internal teams was positive.
Business owners found the profile update flow intuitive, though some were momentarily confused between labels like "Edit Info" and "Manage Settings",
Small business owners responded positively to the ‘Ask’ feature, using it as a lightweight way to engage customers
Early feedback from internal teams was positive.
" I liked being able to see how customers interact before signing up. It gave me a good feel for the platform, and it seems like a great way to manage my business and talk with customers "
" I liked being able to see how customers interact before signing up. It gave me a good feel for the platform, and it seems like a great way to manage my business and talk with customers "
" I liked being able to see how customers interact before signing up. It gave me a good feel for the platform, and it seems like a great way to manage my business and talk with customers "
Feedback from one of the potential businesses
Feedback from one of the potential businesses
Feedback from one of the potential businesses
" I liked that customers could comment and react.
It helps build that sense of community, which matters for small businesses, setting up hardly took anytime "
" I liked that customers could comment and react.
It helps build that sense of community, which matters for small businesses, setting up hardly took anytime "
" I liked that customers could comment and react.
It helps build that sense of community, which matters for small businesses, setting up hardly took anytime "
Feedback from one of the potential businesses
Feedback from one of the potential businesses
Feedback from one of the potential businesses
The Hard Parts
We did not have analytics or usage data to guide decisions.
Changing priorities every week
Designing while dev work happened in parallel.
I had to create the design system while designing features in real time—balancing consistency, speed, and reuse without slowing down delivery
Since there was no dedicated QA team to test for bugs, errors, or weird user behaviors before launch, I had to design edge-case coverage into the UI itself.
The Hard Parts
We did not have analytics or usage data to guide decisions.
Changing priorities every week
Designing while dev work happened in parallel.
I had to create the design system while designing features in real time—balancing consistency, speed, and reuse without slowing down delivery
Since there was no dedicated QA team to test for bugs, errors, or weird user behaviors before launch, I had to design edge-case coverage into the UI itself.
LEARNINGS
LEARNINGS
Pushing the boundaries with the power of collaboration
Pushing the boundaries with the power of collaboration
Pushing the boundaries with the power of collaboration
This project taught me that speed doesn’t have to mean sloppiness. Even in a startup environment with no data and time, you can make good decisions if you stay close to your engineers, define assumptions together, and design with intention.
This project taught me that speed doesn’t have to mean sloppiness. Even in a startup environment with no data and time, you can make good decisions if you stay close to your engineers, define assumptions together, and design with intention.
This project taught me that speed doesn’t have to mean sloppiness. Even in a startup environment with no data and time, you can make good decisions if you stay close to your engineers, define assumptions together, and design with intention.
You can ship fast without compromising UX principlesSmall business owners responded positively to the ‘Ask’ feature, using it as a lightweight way to engage customers
Assumption-based design works when you’re aligned with your team
A well-thought-out MVP is more powerful than a bloated first version
You can ship fast without compromising UX principlesSmall business owners responded positively to the ‘Ask’ feature, using it as a lightweight way to engage customers
Assumption-based design works when you’re aligned with your team
A well-thought-out MVP is more powerful than a bloated first version
You can ship fast without compromising UX principlesSmall business owners responded positively to the ‘Ask’ feature, using it as a lightweight way to engage customers
Assumption-based design works when you’re aligned with your team
A well-thought-out MVP is more powerful than a bloated first version
Upcoming Features & Future Planning
Upcoming Features & Future Planning
Upcoming Features & Future Planning
As we move beyond the MVP, we're planning to introduce key improvements that expand on the onboarding foundation:
As we move beyond the MVP, we're planning to introduce key improvements that expand on the onboarding foundation:
As we move beyond the MVP, we're planning to introduce key improvements that expand on the onboarding foundation:
Business Images: We are implementing the options to upload images and videos for businesses to attract customers and optimize their online presence.
Social Logins with Phone Verification: We’re implementing Google and Apple login options while still collecting and verifying a phone number post-login to prevent duplicate accounts and improve trust
Splash Screens: We’re designing onboarding splash screens that better communicate the app’s value, set user expectations, and clarify the business vs. personal journey from the first tap.
Business Images: We are implementing the options to upload images and videos for businesses to attract customers and optimize their online presence.
Social Logins with Phone Verification: We’re implementing Google and Apple login options while still collecting and verifying a phone number post-login to prevent duplicate accounts and improve trust
Splash Screens: We’re designing onboarding splash screens that better communicate the app’s value, set user expectations, and clarify the business vs. personal journey from the first tap.
Business Images: We are implementing the options to upload images and videos for businesses to attract customers and optimize their online presence.
Social Logins with Phone Verification: We’re implementing Google and Apple login options while still collecting and verifying a phone number post-login to prevent duplicate accounts and improve trust
Splash Screens: We’re designing onboarding splash screens that better communicate the app’s value, set user expectations, and clarify the business vs. personal journey from the first tap.