Business Portal Onboarding
Product Brief
RollKall’s Business Portal allows businesses to request new security jobs as well as approve and pay invoices electronically.
The Problem
The current onboarding process is suboptimal. Potential new users are abandoning sign-up by 53% when asked for their payment information and being uncertain due receiving invite from Law Enforcement Agency but then seeing RollKall branding for the first time. This is a problem because the business risks losing revenue if we cannot successfully onboard businesses to pay their invoices through our platform.
The Goal
Streamline the process of allowing a business to self sign to the Business Portal in order to convert them to RKPay to generate more revenue.
Responsibilities
Conducted all user research along with creating design system, user journey maps, user flows, low fidelity wireframes, and high fidelity mockups.
Tools
Figma, InVision, Survey Monkey, Flow Mapp
Research
Discover the root problem and the user
To begin with, I needed to identify who our users were. I was able to identify that by creating a user survey to collect mass qualitative and quantitive data from our user base then followed up with user interviewers to close any existing knowledge gaps. From there, I created user personas to help visualize our target user when coming up with solutions to their problems.
Key Findings
- Clients would receive invite from Law Enforcement Agency but email and portal were RollKall branded
- Invitation email and onboarding were unclear as user didn’t know exactly what they were signing up for
- Poor error prevention and handling
Personas
I identified the two main user groups for the Business Portal were the Business Owner and the VP of Operations and each had slightly different pain points and goals. Where the Business Owner was more concerned with keeping their business safe, the VP of Operations was more concerned with making an impact on the business.
User Journey Map
In order to properly address the problem, I needed to understand the current user journey of onboarding onto the platform. This helped visualize where the gaps were and think from the user’s perspective.
Heuristic Evaluation
Before trying to solution the problem, it was important to go through the current onboarding experience across all touch points to identify existing usability issues. Main issues consisted on inconsistencies, confusing sign up process, and poor error handling.
Lightning Demos
Researched existing solutions that provided seamless onboarding flows that were clean, concise, and also offered white-labeling.
Ideation
After I completed user research, I used my findings to commence the ideation phase where I mapped out user flows and sketched low-fidelity wireframes.
User Flow
Before tackling wire-framing, I mapped out all the different user paths to achieve their goal.
Wireframes
With the knowledge I attained from my research, I began sketching out possible solutions in order to began receiving early feedback.
Design
Once reviewing wireframes with internal teams and iteration was completed, the design was ready to go before our users. The Business Portal was white-labeled so there was no confusion when getting invited by their local Law Enforcement Agency and 2 factor authentication added the security measure that was missing before. The final design also no longer asked users to enter their payment information upfront which was not necessary to onboarding and was creating a massive road block.
Project Learnings
Things I learned from this project:
- Brand consistency is important when providing SAAS. Since RollKall is just the facilitator, clients were confused when seeing the RollKall branding as they only dealt directly with the Law Enforcement Agency.
- It’s important to be hyper aware of what your users find important versus what you believe is important to them.