Nikki Isaacson

Divvy Onboarding | An Onboarding Revamp

OVERVIEW

How it all started

Over the past few months, I've been hyper-focused on revamping our application experience. While our Divvy/Bill product has received glowing reviews for its user experience and brand consistency, the same couldn't be said for our actual sign-up and onboarding flow.

Early warning signs emerged as we noticed increasingly troubling metrics around application completion and conversion rates. Support tickets regarding confusion were also piling up. To get to the root of the issues, I spearheaded a comprehensive research initiative, leaving no stone unturned.

We closely analyzed analytic platforms like Fullstory to dissect user recordings and funnels. I sat in on dozens of customer interviews to hear the pain points straight from the source. Our customer service teams provided a steady stream of real-world feedback they were receiving. We even watched customers attempt to complete the application for the first time via recorded sessions.

As I compiled and synthesized all of the qualitative and quantitative inputs, a clear set of major issues crystalized. While each pain point was significant in its own right, it was the cumulative experience that was undoubtedly hurting our business's growth trajectory.

THE PROBLEM

Rampant User Confusion: Our current flow is causing significant confusion on every single page. Users are getting lost, frustrated, and abandoning the process entirely. We have to simplify and clarify the entire experience.
Excessive Time Commitment: It's taking users roughly 7 minutes longer than competitors to complete our application. We're seeing a huge drop-off around the halfway point as people run out of patience. Streamlining and shortening this process is crucial.
Broken Brand Experience: The application looks and feels completely disconnected from our core Divvy/Bill product experience. Users don't feel like they're interacting with a secure, trustworthy part of our brand, undermining conversions.
Lack of Collaboration Features: The amount of personal and business info required is causing major bottlenecks. People need to pass the application to others but can't because of sensitivity around data like SSNs and addresses. We have to build in shared/delegated workflows.
Mobile Negligence: A staggering 60%+ of users are trying to apply on mobile, but we've completely neglected mobile UX here. This experience is absolutely broken on smaller screens and schemas. Adopting a mobile-first mindset is non-negotiable.

MEASURING SUCCESS

Fixing Foundational Metrics

Before diving into solutioning, we needed to define the core metrics that would determine success for this major redesign initiative. Improving the application experience was the goal, but how would we quantify and measure that improvement? I rallied the cross-functional team to align on a few key performance indicators.

Our North Star: Reducing Dropoff and Friction

Ultimately, the biggest indicator of a better experience would be increasing completion rates across the entire application funnel. We were seeing massive dropoff as users hit roadblocks and frustrations. By reducing points of friction, we could keep more users successfully moving through each step of the process.

Specifically, we wanted to make measurable improvements in:

Overall Completion Rate
Dropoff at historically high-friction steps
Time spent per step/page
Conversion from application start to finalized account

With those targets set, we were also closely monitoring qualitative measures like user sentiment, support inquiries, and anecdotal feedback. This comprehensive lens would ensure we weren't just optimizing for empty metrics.

With a clear outcomes-based framework in place, I pivoted our design thinking to ideating on the solutions that could comprehensively improve this crucial experience.

Specifically, we wanted to make measurable improvements in:

Overall Completion Rate
Dropoff at historically high-friction steps
Time spent per step/page
Conversion from application start to finalized account

With a clear outcomes-based framework in place, I pivoted our design thinking to ideating on the solutions that could comprehensively improve this crucial experience.

THE IMPACT

As the saying goes, "the proof is in the pudding." Once we implemented these changes, we monitored and noted the differences in both overall and detailed step conversions between the old and new processes.

4% increase in approval rates

We're now approving 4% more credit applications, making it easier to get the financial support that is needed. With our enhanced process, more applications are successful.

30% decrease in completion time

30% decrease in completion
time

We've streamlined our Divvy application process, resulting in a 30% reduction in completion time. This means you can apply more quickly and easily, saving valuable time.

15% reductions in application errors

15% reductions in application
errors

This enhancement means a smoother, more accurate process for you, leading to fewer obstacles on your path to financial support.

41 % of users completed app in one session

41 % of users completed
app in one session

This means more of our customers are finding it convenient and efficient to apply, getting everything done in a single go.

What we learned

1. Embracing Simplicity as Our Core Design Philosophy

In the realm of design, the allure of novel, trendsetting, and unconventional concepts often tempts us. Yet, the essence of our mission lies in recalling the 'why' behind our efforts—our ultimate aim is to enhance the rate at which users successfully complete the signup process on our application. The crux of our role is to deeply understand our users and their challenges, thereby crafting solutions that not only meet but exceed their expectations.

2. Deeply Understanding Our Users' Needs

Originally, our application was conceived with a web-first approach, tailored to users primarily accessing our service via desktop. However, through meticulous research and user engagement, we uncovered a pivotal insight: the imperative to prioritize a mobile-first design strategy. This revelation serves as a potent reminder that the landscape of user preferences is ever-evolving. Our designs are perpetual works in progress, necessitating ongoing adaptation to stay in sync with our users' evolving needs. Staying ahead of these changes is crucial to retaining our users' loyalty and ensuring they never feel the need to look elsewhere for solutions.

1. Embracing Simplicity as Our Core Design Philosophy

In the realm of design, the allure of novel, trendsetting, and unconventional concepts often tempts us. Yet, the essence of our mission lies in recalling the 'why' behind our efforts—our ultimate aim is to enhance the rate at which users successfully complete the signup process on our application. The crux of our role is to deeply understand our users and their challenges, thereby crafting solutions that not only meet but exceed their expectations.

2. Deeply Understanding Our Users' Needs

Originally, our application was conceived with a web-first approach, tailored to users primarily accessing our service via desktop. However, through meticulous research and user engagement, we uncovered a pivotal insight: the imperative to prioritize a mobile-first design strategy. This revelation serves as a potent reminder that the landscape of user preferences is ever-evolving. Our designs are perpetual works in progress, necessitating ongoing adaptation to stay in sync with our users' evolving needs. Staying ahead of these changes is crucial to retaining our users' loyalty and ensuring they never feel the need to look elsewhere for solutions.

FAQ

What more do you need?

Is it true that you speak fluent user experience?

If a user falls in love with a design, do they live happily ever after?

How do you keep the 'user' in 'user experience'?

What’s your superpower in battling the chaos of bad design?

NIKKI ISAACSON

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