I spearheaded the redesign of our customer onboarding experience, including a responsive landing page and an accompanying email journey. This project spanned six weeks and involved collaboration with stakeholders from marketing, sales, and customer success teams. My role encompassed UX/UI design, user research, and email development, supported by tools like Figma, Salesforce Marketing Cloud, and HTML/CSS.
The project was aimed at solving a dual challenge: first, helping new customers navigate our complex product offerings, and second, reducing churn by improving the clarity and engagement of the onboarding process. With tight deadlines and the constraint of aligning with existing branding guidelines, this project required a keen balance of creativity, strategy, and execution.
The challenge
The onboarding experience needed to better engage new users and guide them seamlessly toward key actions, such as completing their first purchase. Initial feedback suggested opportunities to improve clarity, navigation, and personalization. On the business side, enhancing the onboarding journey was seen as a way to improve user retention and support broader revenue goals. The challenge was to design a more intuitive and impactful experience while staying aligned with the company's technical capabilities and brand identity.
↑ Suboptimal onboarding landing page, before 2024
Kickstarting the project
I partnered with the customer support and marketing teams to gather valuable insights into user behavior and identify pain points in the onboarding process. Through a review of existing data and feedback, I pinpointed key areas for improvement, including optimizing the placement of call-to-actions and clarifying messaging on the landing page.
Stakeholders envisioned the new onboarding page as an immersive scrolling experience that would dynamically showcase key features and benefits to new customers. To bring this vision to life, I blended storytelling elements with animations and visuals, creating a seamless narrative that unfolded as users scrolled. Prototypes were shared with the team for feedback, and refinements were made to strike the perfect balance between visual engagement and usability.
↑ Final landing page wireframe
Designing and building the new onboarding ecosystem
The redesigned onboarding experience resulted in a clean, responsive landing page that prioritized user needs through intuitive navigation and personalized product recommendations. The new design streamlined the customer journey by reducing cognitive load and presenting key product categories in a visually engaging and easily digestible format. To ensure a consistent and cohesive experience across platforms, the landing page was fully optimized for both desktop and mobile users.
↑ New onboarding landing page, 2024
The accompanying email journey was entirely reimagined, transforming a generic, one-size-fits-all approach into a personalized, engaging series of communications. The five-step email sequence was tailored to different customer behaviors and needs, featuring dynamic content such as personalized greetings, product recommendations, and exclusive offers. This personalized approach aimed to nurture trust, build familiarity with the brand, and guide users seamlessly toward completing their first purchase. The project deliverables also included interactive prototypes for both the landing page and email flows, which were instrumental in securing stakeholder buy-in and ensuring smooth handoffs to developers.
↑ New onboarding email journey (confidential information redacted)
Year-over-year outcome
Pageviews increased from 276 to 1,592, a 477% gain, showcasing enhanced visibility.
Click-throughs rose by 211 (572% growth), indicating higher user engagement.
156 users scrolled 90% of the page, a 387% improvement, reflecting strong content quality.
Video clicks surged by 183 (4,575% increase), highlighting the success of multimedia integration.
