Right Content, Right Moment
Right Content, Right Moment
Elevate by Principal
Senior Product Designer
My Role
I was the Senior Product Designer and worked closely with product managers, Salesforce admins, and marketing. My responsibilities included leading design sprints, synthesizing user insights, facilitating cross-functional workshops, and translating strategy into user flows and UI. The result was a smoother, faster onboarding path that increased registration by 50% year-over-year and created a scalable foundation for future customer segments and contract workflows.
Success Goals
Clarify
Intake Flow
Increase
Lead Quality
Accelerate
Match Speed
Optimize
Data Accuracy
Enhance
CRM Implementation
Improve
User Satisfaction
Right Content, Right Moment
Elevate by Principal
Senior Product Designer
My Role
I was the Senior Product Designer and worked closely with product managers, Salesforce admins, and marketing. My responsibilities included leading design sprints, synthesizing user insights, facilitating cross-functional workshops, and translating strategy into user flows and UI. The result was a smoother, faster onboarding path that increased registration by 50% year-over-year and created a scalable foundation for future customer segments and contract workflows.
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.
What Does the Product Do?
Streamlines onboarding and contract activation, helping small businesses join the GPO quickly and realize savings faster.
Project Overview
Elevate by Principal aimed to drive user conversion and engagement for small to mid-sized businesses joining our growth ecosystem. Despite strong interest, we saw a high drop-off during onboarding, especially between registration and contract activation.
Kickoff & Collaboration
We kicked off with a cross-functional workshop to map out current pain points and align around business goals. Weekly stand-ups and async check-ins kept everyone on track. I presented concepts early and often to stakeholders and incorporated feedback from both the customer success and CX teams.
Problem & Assumptions
Users were dropping off between initial sign-up and contract activation. Our assumption was that friction in the onboarding flow and unclear next steps were the main blockers. We also suspected gaps in handoff between product, CX, and sales.
Process & Validation
Audited analytics to find drop-off points in the onboarding funnel.
Ran moderated user interviews to understand pain points (“I’m not sure what to do next” came up repeatedly).
Built and tested prototypes, introducing a guided “happy path” that clearly showed progress and actionable steps.
Partnered with Salesforce admins to automate contract triggers and with marketing to unify onboarding messaging.
Used A/B tests and in-product nudges to validate improvements and measure impact.
Decision-Making & Feedback
Decisions were made collaboratively. Early concepts were pressure-tested with the broader team and revised based on stakeholder and user feedback. Customer feedback sessions and regular retros kept us focused on what mattered.
Impact & Results
The result was a 50% increase in completed registrations and a 30% faster contract activation rate. User feedback highlighted clarity and ease. We also created a scalable foundation for future onboarding features.
Reflection
This project taught me the power of cross-functional alignment and continuous validation. The biggest “win” was unifying product, CX, and sales around a clear user journey—making it easier for users and for our internal teams to drive growth.
"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%
Next case
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