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

Goal: Break down onboarding pain points and define who’s responsible for each step.

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:

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

• Simplifying the setup process for the IT Engineer persona was key to showing value, increasing the chances that CISO’s will purchase the product.