Context
The product helped teams configure a complex workflow platform, but the first-run experience was doing too much too early. New users were being asked to fill out forms, make setup choices, and commit effort before they had enough context.
Role
I led UX across research synthesis, flow restructuring, wireframing, and the interaction model. I worked closely with product and engineering to align the onboarding experience with the actual path to first value.
Problem
The brief was to improve onboarding completion, but the real issue was sequencing. The interface assumed users were ready to configure the product before they understood why each step mattered.
Process
- Reviewed funnel drop-off data and support feedback to locate points of hesitation.
- Mapped the existing setup flow and grouped steps by user intent rather than internal system logic.
- Tested lighter interaction patterns and shorter paths through iterative wireframes.
Key Decisions
- Moved optional configuration later so users reached meaningful setup sooner.
- Reframed steps around decisions instead of fields to reduce cognitive load.
- Added contextual explanation only where ambiguity caused drop-off, not everywhere.
Outcome
The redesigned flow shortened the path to first value, improved onboarding completion, and gave the team a cleaner structure for future iterations. Support also spent less time manually explaining the setup sequence.
Reflection
With more time, I would have pushed for deeper experimentation around progressive disclosure and personalized onboarding paths for different team sizes.