Designing a new onboarding flow (NDA)
Please note, this work is subject to a Non-Disclosure Agreement (NDA). The designs shown below are recreated simulations based on the my original decisions and do not reveal actual product details.
Company
Blockpass
Role
Product Designer
Team
7 people
Timelime
April - June
Introduction
Blockpass specializes in identity verification solutions such as KYC, KYB, and AML for blockchain, cryptocurrency, and ICO projects. The company is also expanding its customer base to financial services, Web3 projects, decentralized services (DeFi), and highly regulated enterprises. Blockpass empowers users and businesses in the crypto world to interact in a secure, trustworthy, and transparent way, guaranteeing authentic user identities while protecting personal data privacy.
Introduction
Blockpass specializes in identity verification solutions such as KYC, KYB, and AML for blockchain, cryptocurrency, and ICO projects. The company is also expanding its customer base to financial services, Web3 projects, decentralized services (DeFi), and highly regulated enterprises. Blockpass empowers users and businesses in the crypto world to interact in a secure, trustworthy, and transparent way, guaranteeing authentic user identities while protecting personal data privacy.
Introduction
Blockpass specializes in identity verification solutions such as KYC, KYB, and AML for blockchain, cryptocurrency, and ICO projects. The company is also expanding its customer base to financial services, Web3 projects, decentralized services (DeFi), and highly regulated enterprises. Blockpass empowers users and businesses in the crypto world to interact in a secure, trustworthy, and transparent way, guaranteeing authentic user identities while protecting personal data privacy.
Context
Blockpass experienced a year of declining revenue due to several factors: global economic conditions, limited expansion of the target customer base, and poor conversion rates from free to paid plans…
With a large free-user base and no clear strategy to convert these users to paid subscriptions, the company struggled to meet revenue expectations.
Context
Blockpass experienced a year of declining revenue due to several factors: global economic conditions, limited expansion of the target customer base, and poor conversion rates from free to paid plans…
With a large free-user base and no clear strategy to convert these users to paid subscriptions, the company struggled to meet revenue expectations.
Context
Blockpass experienced a year of declining revenue due to several factors: global economic conditions, limited expansion of the target customer base, and poor conversion rates from free to paid plans…
With a large free-user base and no clear strategy to convert these users to paid subscriptions, the company struggled to meet revenue expectations.
Challenges
How might we increase task completion rates of the new onboarding flow?
How might we ensure task completion time under 15 minutes?
How might we present new plans with clear comparisons to increase conversion rates?
Challenges
How might we increase task completion rates of the new onboarding flow?
How might we ensure task completion time under 15 minutes?
How might we present new plans with clear comparisons to increase conversion rates?
Challenges
How might we increase task completion rates of the new onboarding flow?
How might we ensure task completion time under 15 minutes?
How might we present new plans with clear comparisons to increase conversion rates?
Research methodology
Blockpass operates as a small team with a strong focus on speed and delivering MVP. For user research, we relied on three main methods:
Google Analytics: used to measure user behaviors, complete tasks, dead click…
In-product feedback: gathered direct feedback from users within the platform which includes a 5-point scale and an open-ended question for user feedback. It's used to measure feature awareness & qualitative feedback
Direct feedback from Operations team: The OPs team works directly with customers daily. After launching a new feature or product, I created 3-5 open-ended survey questions to validate usability and asked the team to collect and compile customer responses via Google Sheets.
Therefore the measurement will be done after the new product or feature is pushed to the staging and production environment.
Research methodology
Blockpass operates as a small team with a strong focus on speed and delivering MVP. For user research, we relied on three main methods:
Google Analytics: used to measure user behaviors, complete tasks, dead click…
In-product feedback: gathered direct feedback from users within the platform which includes a 5-point scale and an open-ended question for user feedback. It's used to measure feature awareness & qualitative feedback
Direct feedback from Operations team: The OPs team works directly with customers daily. After launching a new feature or product, I created 3-5 open-ended survey questions to validate usability and asked the team to collect and compile customer responses via Google Sheets.
Therefore the measurement will be done after the new product or feature is pushed to the staging and production environment.
Research methodology
Blockpass operates as a small team with a strong focus on speed and delivering MVP. For user research, we relied on three main methods:
Google Analytics: used to measure user behaviors, complete tasks, dead click…
In-product feedback: gathered direct feedback from users within the platform which includes a 5-point scale and an open-ended question for user feedback. It's used to measure feature awareness & qualitative feedback
Direct feedback from Operations team: The OPs team works directly with customers daily. After launching a new feature or product, I created 3-5 open-ended survey questions to validate usability and asked the team to collect and compile customer responses via Google Sheets.
Therefore the measurement will be done after the new product or feature is pushed to the staging and production environment.
Old design
After users signed up with their work email and verified it, they only saw a basic welcome screen before being sent straight to the dashboard. There was no onboarding flow at all.
Old design
After users signed up with their work email and verified it, they only saw a basic welcome screen before being sent straight to the dashboard. There was no onboarding flow at all.
Old design
After users signed up with their work email and verified it, they only saw a basic welcome screen before being sent straight to the dashboard. There was no onboarding flow at all.
Old welcome screen
New onboarding
With the opportunity to redesign the company dashboard, I created a new onboarding flow with six clear steps and a progress indicator to boost completion rates (Goal-Gradient Effect).
The first step welcomes users to Blockpass with a straightforward 'Get Started' button.
Step 2 is a short information form for the Representative. I focused on collecting only the essentials to minimize cognitive load.
Step 3, aiming to help users find the right plan for their needs, I introduced a simple survey with selectable answers and to make this survey feel more meaningful and reduce skipping, I changed the skip button to say “Skip personalization.” This made it clear to users what they would miss and encouraged more people to take part in the survey.
New onboarding
With the opportunity to redesign the company dashboard, I created a new onboarding flow with six clear steps and a progress indicator to boost completion rates (Goal-Gradient Effect).
The first step welcomes users to Blockpass with a straightforward 'Get Started' button.
Step 2 is a short information form for the Representative. I focused on collecting only the essentials to minimize cognitive load.
Step 3, aiming to help users find the right plan for their needs, I introduced a simple survey with selectable answers and to make this survey feel more meaningful and reduce skipping, I changed the skip button to say “Skip personalization.” This made it clear to users what they would miss and encouraged more people to take part in the survey.
New onboarding
With the opportunity to redesign the company dashboard, I created a new onboarding flow with six clear steps and a progress indicator to boost completion rates (Goal-Gradient Effect).
The first step welcomes users to Blockpass with a straightforward 'Get Started' button.
Step 2 is a short information form for the Representative. I focused on collecting only the essentials to minimize cognitive load.
Step 3, aiming to help users find the right plan for their needs, I introduced a simple survey with selectable answers and to make this survey feel more meaningful and reduce skipping, I changed the skip button to say “Skip personalization.” This made it clear to users what they would miss and encouraged more people to take part in the survey.
Welcome screen (top left), Basic info form (top right), and Plan personalization questions (bottom)
Steps 4 and 5 cover the Pricing & Plan and Billing information screens.
For step 4, I focused on delivering a clear and intuitive interface. To archived that, I've designed the layout with two main sections:
The first section displays pricing cards for each plan along with a summary of their main features to help users quickly compare and make decisions.
The second section provides a feature breakdown, where users can see the details and pricing of individual features in each plan. This approach ensures users understand how each plan charges for specific features and highlights the transparency of the service.
Step 5 covers Billing Information and Plan Overview.
In the Billing Information section, users enter detailed organization data needed for account management and invoicing.
The Plan Overview lets them review their chosen plan before proceeding.
Step 6 is the payment stage, where users complete their transaction through a third-party payment provider.
Steps 4 and 5 cover the Pricing & Plan and Billing information screens.
For step 4, I focused on delivering a clear and intuitive interface. To archived that, I've designed the layout with two main sections:
The first section displays pricing cards for each plan along with a summary of their main features to help users quickly compare and make decisions.
The second section provides a feature breakdown, where users can see the details and pricing of individual features in each plan. This approach ensures users understand how each plan charges for specific features and highlights the transparency of the service.
Step 5 covers Billing Information and Plan Overview.
In the Billing Information section, users enter detailed organization data needed for account management and invoicing.
The Plan Overview lets them review their chosen plan before proceeding.
Step 6 is the payment stage, where users complete their transaction through a third-party payment provider.
Steps 4 and 5 cover the Pricing & Plan and Billing information screens.
For step 4, I focused on delivering a clear and intuitive interface. To archived that, I've designed the layout with two main sections:
The first section displays pricing cards for each plan along with a summary of their main features to help users quickly compare and make decisions.
The second section provides a feature breakdown, where users can see the details and pricing of individual features in each plan. This approach ensures users understand how each plan charges for specific features and highlights the transparency of the service.
Step 5 covers Billing Information and Plan Overview.
In the Billing Information section, users enter detailed organization data needed for account management and invoicing.
The Plan Overview lets them review their chosen plan before proceeding.
Step 6 is the payment stage, where users complete their transaction through a third-party payment provider.
Pricing and plan selection screen (left), followed by company billing information form (right)
Conclusion
This onboarding redesign was part of a broader upgrade of the company’s main product.
Over 40 hours of design work, I created 6 screens to support a short, structured onboarding journey that helps users complete basic setup, understand the product’s core value, and compare plans more easily.
The flow was defined around three main KPIs: onboarding completion rate, time to complete (<15 minutes), and conversion to paid plans.
Collaboration
I worked with PMs to align on business goals and success metrics, with developers to confirm technical feasibility and tracking events, and with the Operations team to gather recurring customer questions and post-launch feedback needs.
This ensured the onboarding concept was realistic to build and directly tied to revenue goals
Implementation
The new onboarding flow and related 6 screens were handed off with implementation specs and a basic tracking plan in Google Analytics.
Most new flows are being gradually implemented by the development team in QA and staging environments.
Impact & next steps
Because implementation was incomplete and I left before the full rollout, there is no reliable post-launch data yet to evaluate impact on conversion or revenue.
Before leaving, I proposed the following next steps for the team:
Monitor the onboarding funnel in Google Analytics (completion rate, drop-off by step, and time to complete).
Combine funnel data with in-product surveys and feedback from the Operations team to identify points of confusion.
Iterate on specific steps or copy that show high drop-off or unclear plan selection.
