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

Desktop wireframes and mockups showing the step-by-step onboarding flow and dashboard screens for Elevate by Principal. The sequence highlights registration steps, user data input, onboarding confirmation, error states, and the post-onboarding user dashboard.

Easy registration with automated business lookup, streamlined contract signing, and instant access after completion.

Desktop wireframes and mockups showing the step-by-step onboarding flow and dashboard screens for Elevate by Principal. The sequence highlights registration steps, user data input, onboarding confirmation, error states, and the post-onboarding user dashboard.

Before and after comparison: the new mobile onboarding flow reduces steps, simplifies inputs, and gets users to value faster.

Desktop wireframes and mockups showing the step-by-step onboarding flow and dashboard screens for Elevate by Principal. The sequence highlights registration steps, user data input, onboarding confirmation, error states, and the post-onboarding user dashboard.

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.

Three device mockups display Elevate by Principal’s onboarding flow: an iPhone, iPad, and laptop each show a step in the business registration process, demonstrating a seamless, responsive user experience across mobile, tablet, and desktop screens.

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.


Three horizontal rows of desktop onboarding screen flows for Elevate by Principal, grouped and color-coded by user confidence level: High Confidence (green), Low Confidence (yellow), and No Confidence or No Results (red). Each row displays a different onboarding journey based on user data confidence, from registration to completion.

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.

Three device mockups display Elevate by Principal’s onboarding flow: an iPhone, iPad, and laptop each show a step in the business registration process, demonstrating a seamless, responsive user experience across mobile, tablet, and desktop screens.

Mapping every touchpoint and stakeholder from registration to new user onboarding, ensuring seamless collaboration between business owners, customer managers, and marketing

Three device mockups display Elevate by Principal’s onboarding flow: an iPhone, iPad, and laptop each show a step in the business registration process, demonstrating a seamless, responsive user experience across mobile, tablet, and desktop screens.

Email onboarding flow created and implemented into Salesforce marketing cloud. This took new / return user engagement on site from 2% to 10%