Context
Digital Onboarding was the largest initiative planned for late 2024 into 2025, with continued implementation into 2026, and executive visibility extending up to the CEO.
At the time, prospective customers could not initiate an application independently. Every onboarding flow required direct involvement from a sales representative, who manually completed the application over the phone. Users could not download the app, create an account, or begin the process on their own.
This created multiple points of failure:
Prospects dropped before reaching sales
Sales reps spent hours on administrative work
Existing users of other services had no clear path to activate the core product
The system technically worked, though this only happened when everything aligned perfectly.
Goal
The goal was to create a self-serve onboarding experience that allowed users to begin an application the moment they encountered our app or online presence.
This would reduce manual sales effort, allow sales teams to send application links instead of filling forms live, and let users complete onboarding on their own time. Success meant users could discover the product, apply, and be evaluated without unnecessary friction.
Role & Scope
I led UX and UI design for the mobile onboarding experience end-to-end.
My scope included auditing the existing legal application, defining a new flow, designing wireframes and UI, partnering with product, legal, and engineering, supporting QA during development, and iterating post-launch using BI data and session replays.
Constraints & Early Decisions
The largest early challenge was the application itself.
The existing legal form had grown over time and included outdated, redundant, or prematurely detailed questions. Working with stakeholders, we reviewed every field and identified what was truly required upfront versus what could be deferred.
Roughly 20% of the original questions were removed, immediately reducing application size.
Additional constraints included:
Conflicting requests around wording and ordering
Requirements that initially bordered on dark patterns but were later reframed as preferences
A multi-user model where primary applicants could add secondary users, each requiring their own application
This introduced branching workflows that needed to feel like a single experience.
Once the experience was live, the impact showed up quickly and the results were immeidate.
A durable flow designed to support iteration without rework
A refreshed interface that balanced clarity with brand continuity.
Build, QA, and Launch
During development, I served as one of two QA reviewers.
This involved testing across permission levels, validating error states, verifying keyboard behaviors, and catching visual inconsistencies before release. Once live, we monitored behavior through BI dashboards and session replays to identify friction points.
What’s Next
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
Progress indicators and clear sectioning helped users understand where they were and what remained.
Behavioral data validated early assumptions and guided post-launch refinements.
Questions were evaluated, reduced, or deferred to keep the initial application focused.
Early sketches explored structure and sequencing before committing to layout or UI.