My Work

Design Principles

About Me

Resume

UX Design

Designing a Scalable Self-Serve Onboarding Flow

Moving customer acquisition from sales led to self serve

At a Glance

Problem: Assisted onboarding couldn’t scale and slowed customer acquisition

Role: Senior UX Designer, end-to-end ownership

Scope: External web + mobile onboarding, backend constraints, operational workflows

Outcome: Reduced completion time, increased application volume, lower operational cost

Timeline

2024-Present

Tools

Figma, Lucid, Jira, Glassbox

Where The Process Broke Down

Customers couldn’t apply on their own. Every onboarding required a sales rep, which created drop-off and slowed everything down.

What Needed to Change

Users needed a direct path to start and complete an application. Sales should support the process, not control it.

Tradeoffs Made Early

About 20% of the application was removed or deferred. The focus stayed on what actually needed to be asked upfront.

Establishing a Flexible Structure

The flow was built to evolve. Five steps, clear progress, and the ability to leave and return at any point.

Making It Easier To Complete

Inputs were grouped and spaced to reduce friction. Progress indicators kept users oriented.

Results

Once the experience was live, the impact showed up quickly and the results were immediate.

$60,000

Estimated savings per month in sales labor

$3M+

total application volume

Minutes

Average completion time dropped to under

98%

increase in organic applications from existing app users

Keeping the Interface Familiar

The UI was updated without disrupting the existing experience. Clarity mattered more than visual change.

Learning After Launch

Real usage data showed where users slowed down. We used that to refine the flow and remove additional friction.

What Changed

Applications increased by 98% without marketing, mostly from existing users. Completion time dropped to under 30 minutes, saving about $60K monthly.

What Changed

Applications increased by 98% without marketing, mostly from existing users. Completion time dropped to under 30 minutes, saving about $60K monthly.

Where the Experience is Heading

Upcoming phases include a web-based version that allows sales reps to send custom application links, eliminating the need to download the app. Additional work includes pre-filled fields using public data and deeper integration into a new payout workflow.

This project positioned me to continue leading some of the most impactful initiatives across the company.

Reflections & Impact

Early Signals

The impact showed up quickly once the application went live. Without any marketing push, we saw a sharp increase in organic applications from users who were already active in other parts of the app but had never signed up for this service. That confirmed the core assumption behind the work: access, not interest was the primary blocker. It also validated the decision to focus on self-serve first, rather than incremental improvements to a sales-led process.

Early Signals

Designing for Change, Not Finality

Balancing Business Pressure and User Trust

Resume