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OCTOBER 2022 | PRODUCTFY

User dashboard and company profile

Role

Visual redesign

Interaction design

UX Design

Timeline

1 month to MVP (ongoing project)

Creating a new user dashboard to increase company profile submissions

Collaborators

Engineering, Product, Marketing, Compliance

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01.

We found that only 45% of users who signed up to our site created a company profile. Of those users, only 50% were completing the company profile correctly the first time.

Reinforced by customer and internal complaints about dashboard design/functionality and usability of company profile

Consequences

Low sign up to client conversion ratio - less revenue

Decreased customer satisfaction and trust

Increased strain on Client Servicing + Compliance teams

Zero brand promotion/marketing via dashboard

02.

Our main quantitative goal was to increase the company profile submission rate.

Product Goal

Convert user sign ups into successful company profile submissions

Simplify onboarding experience and make user experience of company profile better

Business Goal

Increase revenue by turning sign ups into signed clients via the company profile

Show off Productfy product offerings via the Developer Docs

User Goal

Increase customer satisfaction and trust by simplifying onboarding experience and making dashboard more elegant

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Old 
Design

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03.

Research Phase

Interviewing stakeholders + users

Speaking with product, compliance, customer service and current customers to get insights on what was wrong with the current flow and define product requirements

Insights

  • Old dashboard lacked a clear CTA section prompting new users to fill out their company profile

  • Company profile had extraneous fields

  • Users are not aware of what the company profile entails and get stuck halfway through because they lack EIN number, beneficial owner info, etc.

  • Beneficial owners section was very confusing

  • Compliance not getting information from admin task

Analyzing competing platforms

Looking at how other companies (Stripe, Brex, Mercury, even Shopify) approached their onboarding flows and dashboards to get a sense of UX trends

Insights

  • Dashboard immediately after sign up included prominent CTA section at the top that prompted user to complete next step in onboarding process

  • Secondary spaces on the dashboard encourage user to explore product offerings and docs

  • Clean, light designs evoke elegance and trust

Dashboard Redesign

CTA card prompts users to complete their company profile after sign up

Plus, the blue "test-mode banner at the top of the dashboard subtly reinforces the CTA by prompting the user to complete their company profile to exit test mode and start building

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Company Profile Redesign

Highlights

  • Welcome screen

  • Removal of unnecessary fields 

  • Dynamic company documents section based on company structure

  • Dashboard CTA changes if you save and close before submitting

Highlights

  • Clear distinction between controller and owner reduces confusion

  • dynamic citizenship accounts for multiple possibilities

  • 25% owner checkbox autofills information

  • design considers case where a company has a controller but no 25% owner

  • final check 

  • accessing company profile after submission is easy

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04.

Results

Overall design was a success and increased company profile submission rates by 45%

Success Metrics (after 2 months post-launch)

Company Profiles Started

14

Profiles Submitted

11

Signed Clients

4

75% conversion rate

45% increase!

Woohoo!

05.

Reflections

Upgrading design system was a challenge

Work around technical constraints wrt save and exit feature

Proud of beneficial owners section - got great feedback on that

Thank you!

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