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

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

Old
Design

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.
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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
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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

Company Profile Redesign
Highlights
-
Welcome screen
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Removal of unnecessary fields
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Dynamic company documents section based on company structure
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Dashboard CTA changes if you save and close before submitting
Highlights
-
Clear distinction between controller and owner reduces confusion
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dynamic citizenship accounts for multiple possibilities
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25% owner checkbox autofills information
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design considers case where a company has a controller but no 25% owner
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final check
-
accessing company profile after submission is easy

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