Executive Summary

RollKall’s Business Portal was losing 53% of users during onboarding due to branding confusion and early payment prompts. Through surveys, interviews, usability testing, and heuristic evaluations, I identified key pain points. The solution: a white-labeled experience aligned with agency branding, two-factor authentication, and deferred payment entry—resulting in a clearer, more trusted onboarding flow and increased adoption.

Product Brief

RollKall’s Business Portal helps businesses request security jobs and handle invoices electronically.

Problem Statement

Businesses faced a 53% drop-off rate during onboarding due to branding confusion and premature payment requests. Users, invited by a Law Enforcement Agency, were hesitant upon encountering RollKall branding, questioning its legitimacy. Additionally, requiring payment details upfront discouraged sign-ups. These friction points led to fewer businesses converting to RKPay, impacting overall revenue and adoption.

The Goal

Streamline onboarding to eliminate friction, clarify branding, and remove unnecessary payment requests, making it effortless for businesses to sign up and convert to RKPay, ultimately driving revenue growth.

Responsibilities

I owned the entire UX research and design process, including:

✔ User research – Surveys, interviews, and persona creation.
✔ Experience mapping – Understanding how users interacted with the current system.
✔ Wireframing & prototyping – Designing and testing new flows.
✔ Collaboration with stakeholders – Ensuring alignment with business and tech teams.

Tools Used

🖌 Figma – Wireframing and high-fidelity mockups.
📊 SurveyMonkey – Collecting real user insights.
👣 FlowMapp – Visualizing user journeys.

Understanding the User & the Root Problem

I started by asking: Why are so many businesses dropping off? To answer that, I sent out user surveys to get both qualitative and quantitative insights. Then, I followed up with one-on-one interviews to dig deeper.

Key Findings:

• Brand Confusion – Users got an invite from a Law Enforcement Agency, but suddenly, they were seeing RollKall branding. It made them second-guess the legitimacy of the platform.
• Unclear Onboarding – The sign-up process didn’t do a good job explaining why they were signing up and what they were getting into.
• Friction from Payment Requests – Users were forced to enter payment details upfront, even though they didn’t need to at that stage.
• Error Handling Was Lacking – If something went wrong, there were no clear instructions on how to fix it.

Personas

Through research, I identified two key user groups:

1️⃣ Business Owners – Focused on keeping their business safe.
2️⃣ VPs of Operations – More concerned about the financial and operational impact.

User Journey Analysis

To understand how potential customers engage with RollKall’s security services, I mapped their end-to-end journey across five key phases: Awareness, Consideration, Decision, First-Experience, and Loyalty. This journey highlights user goals, frustrations, and opportunities at each stage, offering insights into how the service experience evolves over time.

Key Insights & UX Opportunities:

💡Building trust is crucial. Users hesitate due to credibility concerns—adding testimonials, case studies, or trust indicators early in the journey can improve conversions.
💡Onboarding clarity needs improvement. Users find job details unclear, suggesting a need for simplified onboarding guides or automated walkthroughs.
💡Loyalty grows through ease of use. Reducing paperwork, streamlining job requests, and improving cost transparency can further enhance retention.

Heuristic Evaluation

Before proposing solutions, it was crucial to assess the current onboarding experience to identify usability issues across key touchpoints. The evaluation revealed inconsistencies, a confusing sign-up process, and inadequate error handling, which negatively impact the user experience.

The table below outlines the identified problems, the corresponding heuristic principles, and the severity of each issue:

Finding Inspiration: Competitive Analysis & Ideation

What Are Others Doing Right?

I researched some of the best seamless onboarding flows out there. The key takeaways:

• White-labeling builds trust. If an invitation comes from a trusted source, the branding should match.
• Simple, guided onboarding works. The fewer distractions, the better.
• Security should feel like protection, not a burden. Two-factor authentication is reassuring when implemented well.

Following extensive user research, I leveraged my findings to initiate the ideation phase. This process involved mapping out user flows and sketching low-fidelity wireframes to visualize how users navigate the onboarding experience.

User Flow

Before diving into wireframing, I meticulously mapped out various user journeys to ensure a seamless onboarding process. The diagram below illustrates the different paths users can take to create an account and access the platform.

Wireframes

I started with low-fidelity wireframes, testing early ideas before refining them into high-fidelity mockups. Feedback loops with internal teams helped fine-tune the experience before we tested with users.

The biggest improvements:

• White-Labeled Experience – Branding now matches the Law Enforcement Agency to reduce confusion.

• Two-Factor Authentication – Security without friction.

• Deferred Payment Requests – Users can complete onboarding before adding payment details.

We tested the white-labeled designs with business owners, and each user was successfully able to complete the sign-up process. They also reported feeling more secure seeing the Law Enforcement Agency logo they were requesting off-duty officers from, rather than the RollKall logo. As a result, the drop-off rate improved dramatically—from 53% down to just 10%, significantly increasing user retention and conversions.

What This Project Taught Me

🔹 White-Labeled Experience ensured users saw the Law Enforcement Agency’s logo instead of RollKall’s, which immediately built trust and legitimacy.
🔹 Two-Factor Authentication added an extra layer of security without complicating the sign-up process, making users feel more protected.
🔹 Deferred Payment Requests eliminated an unnecessary roadblock, allowing users to complete onboarding before entering their payment details, reducing hesitation and increasing sign-up success.

This project reinforced the power of listening to users, iterating based on their needs, and striking a balance between security and simplicity. In the end, a more intuitive onboarding experience meant more businesses successfully joining the platform, which is a win for everyone.