Work Clearco onboarding
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Case studyClearco · Experience design

Clearco onboarding

Onboarding couldn’t qualify a customer without a salesperson. We cut it from eight steps to four and moved the offer to the front.

Year2019
RoleLead designer
WithLyle Rebello · Kaitlyn Young · Ritu Parikh
Timeline3 weeks
Liveclear.co ↗
Sign up and funding amount screens

Create account · three minutes to an offer

01

Problem

We couldn’t onboard and qualify customers without a salesperson stepping in.

PROCESS · 3 WEEKS
01Research and definition 02User flows and wireframes 03Testing and validation 04Final UI 05Sharing and documentation
02

Research and context

We reviewed competitors’ onboarding, then mapped the journey we already had.

Customer journey chart from sign up to get funded
The existing journey, from sign up to getting funded.
PAIN POINTS

We found them in user testing, then checked them against conversion data to decide which problems to solve first.

03

Guiding principles

Make it simpleOnly ask for what we need, and get customers from A to B with as little friction as possible.
Empower, add valueUse high points in the flow to keep customers engaged, and set the right expectations at each stage.
Establish trustEarn trust by explaining clearly, being transparent and acting in customers’ best interest.
04

User flows and wireframes

Eight steps became four, with the offer moved to the front.

ORIGINAL FLOW · 8 STEPS
01Connect accounts 02Select offers 03Create business profile 04Add business owners 05Sign contract 06Connect bank accounts 07Upload documents 08Submit application
NEW FLOW · 4 STEPS
We broke the flow into four steps, removed redundancies and grouped the contracts at the end.
We reviewed every form field with stakeholders and removed anything that wasn’t essential.
We kept everything before the offer as short as possible, so customers see an offer before they fill in their business details.
WIREFRAMES · STEP 01 · OFFERS CLICK A STEP ABOVE TO SWITCH
05

Testing and validation

We tested with new customers and reviewed the flow with every team it touched.

ExternalNew customers
InternalDiligence · Marketing · Salesforce · Customer support · Product · Design · Tech
INSIGHT

Customers needed more context during loading states about what is happening.

INSIGHT

Customers were focused on getting capital; offering other value was distracting in the sign-up flow.

INSIGHT

Customers needed more context about where they were in the process.

06

Final UI

The shipped flow, step by step
Create account
STEP 01Create account
  • Three minutes to get an offer
  • “How much funding are you looking for” lets us better understand expectations
Offers
STEP 02Offers
  • Simplified offers page
  • Explainer diagram for the payment structure
Connected accounts
STEP 03Connected accounts
  • Optimized for the happy path and 80% of customers; simplified overall flow
  • Redesigned error states to be more contextual and helpful
Application
STEP 04Application
  • Everything else required to generate the contract and offers
Contract
STEP 05Contract
  • Customers know where they are in the process
  • Access to other products
  • Answers to common questions
07

Outcomes

REACHING THE QUALIFYING STEP+30%more customers reached the qualifying step
STEPS8 → 4customers now sign up without a salesperson

Onboarding now qualified customers for our capital products end to end.