Customer Onboarding
Consulting a business client on improving their onboarding experience
As part of a Bentley University graduate course on qualitative research, a team of three students and I consulted a SaaS B2B E-commerce client on their interview process and provided insights into improving the client onboarding experience.
Our goal was to understand and pinpoint frictions and opportunities in the customer onboarding journey across 4 integrated e-Commerce platforms to make onboarding smooth, streamlined, and help customers hit the ground running!
This work is confidential- the client is removed from this case study. Please reach out if you would like to learn more.
Client
SAAS B2B Ecommerce Client
Key Skills and Responsibilities
User Research, Presentation Design, UX Design, Service Design
Team
UX Designer, 2 UX Researchers, Project Manager
Tools
Figjam, Zoom
Research Goals
Understand the frictions and opportunities in the current customer onboarding journey across 4 main integrated e-Commerce platforms
Discover how onboarding is implemented at other B2B SaaS/software companies
Inform areas the company should invest in to ensure smooth, efficient, and frictionless onboarding
Establish baseline to measure onboarding improvements over time
Research analysis was done on sixteen f2f interviews and survey results collected by the client up to mid-November to distill highlights, needs, wants, pain points, and areas for improvement for the onboarding experience.
The most impactful commonalities to the business and overall customer experience are identified in seven key themes.
Positive feedback is provided on responsive support communication, comprehensive documentation, and a smooth experience after implementation.
Six primary areas for growth include
Gaps in customer relationships & tailored solutions
Misaligned expectations in initial customer touchpoints
(Perceived) product gaps
Potential disconnect between internal client teams
Migration issues
Inaccurate or outdated documentation
