Streamlined B2B Onboarding Strategy
Streamlined B2B Onboarding Strategy
Elevate by Principal
Role:
Senior Product Designer
Timeline:
5 months
Team:
PM, Senior Engineer, Data Analyst, Customer Success, Stakeholder Group
The Challenge
Principal’s Elevate platform was losing new users between sign-up and contract activation. High acquisition costs, manual operations, and inconsistent handoffs led to poor conversion rates and an overwhelmed team.
My Approach
Data-Driven Discovery: Audited funnel analytics, led user interviews, and analyzed backend data to pinpoint drop-off points and automation opportunities. Cross-Functional Alignment: Facilitated workshops, led weekly stand-ups, and collaborated across Product, Salesforce, Marketing, and Customer Success to unify onboarding and automate key workflows. Intelligent Design Solutions: • Adaptive intake forms tailored by company size and segment • Guided “happy path” flows with clear progress indicators • Responsive experience across devices • Automated triggers and backend ops to streamline the process
Success Goals
Clarify
Intake Flow
Increase
Lead Quality
Accelerate
Match Speed
Optimize
Data Accuracy
Enhance
CRM Implementation
Improve
User Satisfaction
Streamlined B2B Onboarding Strategy
Elevate by Principal
Role:
Senior Product Designer
Timeline:
5 months
Team:
PM, Senior Engineer, Data Analyst, Customer Success, Stakeholder Group
The Challenge
Principal’s Elevate platform was losing new users between sign-up and contract activation. High acquisition costs, manual operations, and inconsistent handoffs led to poor conversion rates and an overwhelmed team.
My Approach
Data-Driven Discovery: Audited funnel analytics, led user interviews, and analyzed backend data to pinpoint drop-off points and automation opportunities. Cross-Functional Alignment: Facilitated workshops, led weekly stand-ups, and collaborated across Product, Salesforce, Marketing, and Customer Success to unify onboarding and automate key workflows. Intelligent Design Solutions: • Adaptive intake forms tailored by company size and segment • Guided “happy path” flows with clear progress indicators • Responsive experience across devices • Automated triggers and backend ops to streamline the process
Success Goals
Clarify
Intake Flow
Increase
Lead Quality
Accelerate
Match Speed
Optimize
Data Accuracy
Enhance
CRM Implementation
Improve
User Satisfaction
Savings Insights, Simplified.
Savings Insights, Simplified.
Savings Insights, Simplified.
Approach
Insight-Led Discovery
Analyzed onboarding funnel metrics and behavior patterns to identify key drop-off points. Paired insights with qualitative feedback to surface friction in registration and activation.
Backend Automation
Partnered with Salesforce admins to automate contract logic based on form responses and account triggers. This minimized manual ops work and helped users progress faster.
Intelligent Intake
Redesigned the intake form to dynamically adapt based on company size, industry, and maturity. This allowed for smarter downstream CX and email activation tailored to user context.
Build, Measure, Learn.
Build, Measure, Learn.
Validation & Iteration
Prototyped and tested new flows with users
A/B tested interaction points
Ran feedback sessions with stakeholders and users
Iterated rapidly based on analytics and qualitative input
Outcome
50% increase in completed registrations (YoY)
30% faster contract activation rate
Email engagement improved from 2% to 10%
Significant reduction in manual ops work
Reflection
Biggest insight: Cross-functional alignment is essential for lasting impact
Process innovation: Developed a confidence-based journey framework, now used across the product
Leadership growth: Learned to present early and often, incorporating feedback to create robust solutions
Why This Project?
This project demonstrates my ability to connect design decisions to real business results, lead cross-functional teams, and deliver scalable solutions that improve both user experience and company KPIs.
"By aligning cross-functional teams and streamlining the onboarding process, we achieved a 50% increase in user registration year-over-year and reduced contract activation time by 30%."
Work
Easy registration with automated business lookup, streamlined contract signing, and instant access after completion.
Before and after comparison: the new mobile onboarding flow reduces steps, simplifies inputs, and gets users to value faster.
Mapping the user journey from first registration through onboarding and into the personalized dashboard experience. This visual sequence shows how a streamlined onboarding flow and contextual dashboards welcome Elevate by Principal users and help them get started smoothly.
Responsive onboarding flow for Elevate by Principal shown on mobile, tablet, and desktop. The design ensures users can easily complete business registration on any device, improving accessibility and engagement.
Comparing three distinct onboarding journeys for Elevate by Principal, organized by data confidence levels. This visual highlights how personalized flows adapt to user information, reducing friction and guiding every user—regardless of data confidence—to a successful start.
Mapping every touchpoint and stakeholder from registration to new user onboarding, ensuring seamless collaboration between business owners, customer managers, and marketing
Email onboarding flow created and implemented into Salesforce marketing cloud. This took new / return user engagement on site from 2% to 10%
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