I led and owned the full re-design of CultureAI's new web based onboarding experience so that it reduced cognitive load, told a clear story, and built trust; leading to a 320% increase in trial conversions.

✨ Project Overview

🙋 Context

<aside>

CultureAI is an intelligence-driven defence company built to help keep companies safe. The B2B SaaS platform is used by CISO's and security analysts and onboarding requires integration with clients tech stack. I was the lead product designer, responsible for the full design process from research to hand off, which was completed in 1 week, no pressure hey?

</aside>

🎯 Problem

<aside>

Users were struggling to navigate a complex and unintuitive onboarding process, resulting in dramatically reduced revenue growth. Only 6% of trials converted and 76% of users failed to complete the setup process, making it almost impossible to show value. My goal was to transform this fragmented, technical onboarding into a frictionless experience that built immediate trust with users and increase trial conversion.

</aside>

🧪 User Research

Using a number of different methods, I researched deeper into the problem space to learn what was going wrong with the old experience and more about the key users involved.

Methods:

<aside>

• 1 heuristic evaluation </aside>

<aside>

• 5 user interviews (with the help of Emma in CS) </aside>

<aside>

• 3 internal interviews </aside>

<aside>

• HotJar recording analysis </aside>

<aside>

• Competitor analysis of tools like Snyk </aside>

Findings & Insights:

• The previous experience was overwhelming, unintuitive and didn't build trust or confidence in the brand.

• There were multiple users involved but simplifying the setup process for the IT Engineer specifically was key to showing value and therefore increasing the chances that CISO’s would purchase the product.