ScribeUp
Project
B2C Onboarding Redesign
Areas
Research, Strategy, Design
Role
Product Designer
Project Overview
Reimagined onboarding for a B2C subscription management product
ScribeUp is a web based application which enables users to identify, manage and save money on their subscriptions. This project focused on revamping and redesigning their existing user onboarding experience.
Problem
Since October 2023, there was a steady decline in new user onboarding conversion within ScribeUp’s B2C offering. This decline caused a stagnation in top line revenue growth, with many potential customers being lost to unresolved issues within the onboarding process.
Solution
After reviewing various internal analytics, this dropoff was occurring consistently across a few key onboarding screens. It was therefore decided that ScribeUp needed to revamp and rethink their existing onboarding process to better cater to users and reverse their fallen conversion figures.
My Role / Responsibilities
I was brought on as a freelance Product Designer to conduct user research, identify key pain points within the onboarding process and redesign their existing experience to increase conversion and drive growth in revenue.
Research & Analysis
Comprehensive analysis to uncover user pain points
Initial research focused on better understanding user pain points as they onboard into the ScribeUp product. An analysis was done, covering both quantitative & qualitative user feedback.
1 / Intercom User Inquiries
Intercom is a customer service tool that combines a chatbot alongside other help desk services. ScribeUp utilizes this provider to allow users to reach out with product questions, comments or complaints. For this project, relevant onboarding data was gathered across a 9 month time horizon and analyzed to determine major pain points for users as they sign up for the service.
2 / Plaid Exit Survey
Plaid is a digital finance tool which connects financial accounts to relevant 3rd party applications. ScribeUp utilizes this service to scan user bank accounts and find recurring subscription spending. If users quit during this stage of onboarding they are offered a survey to explain why. This data was collected and analyzed to uncover additional pain points.
3 / Slack User Feedback
Slack is a communication platform which allows companies to connect employees and other external stakeholders. Alongside its use as an internal tool, ScribeUp uses Slack to gather feedback from users. Any data, relevant to onboarding, was collected over a 9 month period and analyzed.
4 / Design Analysis & User Interviews
Alongside gathering data from these 3rd party platforms, an internal analysis was done on the existing onboarding screens to determine key areas of improvement. Additionally, multiple user interviews were conducted to gather qualitative feedback on the current screens.
5 / Research Takeaways
Ultimately, these quantitative and qualitative insights were used to determine three key themes, which would become the basis for the final design solutions
1 / Intercom User Inquiries
2 / Plaid Exit Survey
3 / Slack User Feedback
4 / Design Analysis & User Interviews
5 / Research Takeaways
Solution Exploration
A variety of approaches to these key user painpoints were explored
Upon conclusion of the research process, three main areas of focus were selected, each addressing key user challenges in the current onboarding flow.
6 / Module Structure
Based on the analysis, it was determined that the first area to tackle was the structure of the UX and how the onboarding tasks were shown to users. Two approaches were explored. The first kept all onboarding modules to a single screen while the other utilized a more traditional, multi-screen approach.
7 / Product Education
The second area focused on how to display product education. The first approach utilized a dedicated product education sidebar, which would be omnipresent across all onboarding screens. The other approach kept this information contained to modals.
8 / Emphasis of Virtual Card
The final solution area focused on how much the ScribeUp Virtual Card was emphasized during the onboarding process. The first approach placed greater emphasis on the card while the second deemphasized its importance until the final dashboard screen.
9 / Selected Solutions
These specific solutions were shown and discussed with users to collect feedback and determine which were most effective. Those selected approaches were then brought to final design.
6 / Module Structure
7 / Product Education
8 / Emphasis of Virtual Card
9 / Selected Solutions
Final Designs
Pragmatic changes with a refreshed design language.
The final designs utilized the above focus areas to make significant improvements to the onboarding process. Alongside a strong aesthetic refresh, the final screens reflect a focused commitment to user success.
9 / Final Designs
After a highly considered and thorough research/testing process, the finalized screens were crafted to bring ScribeUp’s B2C offering into the future. These changes are highly user friendly and reflect a commitment to feedback from actual customers. A full set of error state and edge case screens were also built to ensure full accommodation to ScribeUp’s diverse user base.
