Partner Fleet
Redesigning onboarding flows and a full site redesign to promote self-service
My role
Lead UX Designer
UX Researcher
Team
Joanna K.
Laura O.
Alyson M.
Jeffrey B.
Tools
Figma
Photohop
Asana
Miro
Category
B2B Marketplace
Timeline
3 weeks
Type of projects
Client
Design process
Partner Fleet is a white label marketplace platform that provides a full tech stack solution for partners and vendors making it easy to focus on building partner relations.
Overview
Problem
01
Up to 10 or more phone calls are necessary to complete onboarding.
02
Information and visuals did not guide the user, often leaving them confused.
03
Need large chunks of time set aside for platform onboarding.
Solutions
01
Redesign & automate parts of the onboarding process.
02
Simplify & reorganize information on the landing page to better reflect the business values and service.
03
Design a dashboard to help clients guide trough onboarding process.
Impact
90%
Reduction in support calls
80%
Reduction in time to onboard
4/4
Successful self-service
Business goals
User goals
The first step was to understand Partner Fleet. I did extensive research on their successes and pitfalls in order to build our knowledge and create a new usable feature. My goal was to determine how we could help Partner Fleet reduce friction and create visual guidance.
Understanding the market
In order to get a better view of marketplace competition, I searched for platforms that offer similar services for a bigger amount of clients/customers and did a deep dive on the top 3 competitors. The features I was looking at were: if the visual guidance helps in the onboarding process and if the information is readily available and not hidden.
From that feedback, I decided to do a feature inventory with some of Partner Fleet’s competitors to see what stood out to us that might address those pain points. One big takeaway was how competitors implement and approach certain features:
-
Onboarding (How are businesses onboarding their users).
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Personalized experience ( How much and what type of information do we need to personalize an experience).
-
Engagement (How are companies keeping users engaged and inform).
Understanding the users
In order to get an idea of what the users are expecting from Partner Fleet website I sourced and conducted interviews with individuals who had a deep, diverse knowledge and expertise of platform implementations.
7
Survey responses
7
User interviews
3
Contextual Inquiries
Notable insights
The timeline was longer than expected
I don’t like onboarding phone calls
Information should be clearer and broken up into digestible chunks
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The how-to videos were way too long
Who are we designing for?
Based on my research conclusions, I created a user persona to help establish the problem that needs to be solved, focus and inform our design decisions, and further empathize with our users. The Partnership Development Manager (PDM), emerged from our affinity map and embodied the behaviors, frustrations, and needs of our target user.
PDM needs an onboarding process that is frictionless and efficient so they can expand their network and have more time to cultivate partnerships.
We need to find a way to solve PDM issues
01
How might we reduce friction in the onboarding process?
02
How might we continue to build confidence through experiences?
03
How might we give clients more control over their marketplace?
Onboarding user flow
This is the Onboarding User Flow, which combined of both of the targeted flows - the Marketplace Setup and Partner Page Setup.
This new overarching flow was made with several assumptions in mind:
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The user has only entered basic account information.
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All account information has been stored during the initial sign-up process.
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The user has all necessary design, legal, and SEO items prepared in advance to complete the process.
Low-fidelity wireframes
Once the flow diagram and mood board was established, I started creating the low-fidelity wireframes of the main flows.
Usability testing
I facilitated two rounds of usability testing on mid-fi prototype. Each round had four testers. We asked our user testers to go through the onboarding flow. Here are the results:
At the end of the test, I asked the testers to rate the ease of use of our workflow:
Lessons learned
01
Page builder could be reserved to be more intuitive (L to R).
02
Have default filters shown for ease of use.
03
Show potential partners.
04
Explain what 'Slug' is for users.
05
Show more previews for uploaded images, logos, etc.
Style guide & Mood board
Once the initial flow was complete, I started by creating a couple of the main screens of the app. I started by fefining the fonts and colors.
Admin dashboard
The initial dashboard was text-heavy with no visuals. I took the setup pane and built a flow around it that reduced text overload, taking care to emphasize the setup with a highlight and limiting access to the rest of the dashboard features until after the publication of their marketplace.
Before
After
A/B testing for page builder
My research indicated that 6 out of 8 users preferred the display panel to be located on the right site. The page builder display panel was flipped from left to right to be more intuitive to users.
Before A/B testing
After A/B testing
26 Final screens & prototype
High-fidelity screens reflect feedback from a final round of users testing.
Next steps & reflections
After our presentation to the stakeholders and dev team, we received incredibly positive feedback on the visual redesign of the site, something the CEO mentioned they had been hesitant to do, but now felt confident after seeing our design solution.
For the 3 separate user flows we created, they loved the accordion design and we had a discussion over how the Partner Page Builder takes you out of that flow, and perhaps it should be separate entirely so the accordion style flows match seamlessly.
The page builder flow was difficult to implement visually as it couldn't follow the same design patterns as the marketplace and partner flows. However, the CEO and dev team informed us they have multiple uses for the altered flows and will be applying them to different aspects of their site.
Glowing reviews
Cody Sunkel
Co-Founder & VP of Growth
Joanna had a great discovery process and was quick to understand the various users and how they interact with the product. He came away with helpful insights that drove his team’s direction for the project. After a few weeks collaborating with our team, Joanna and the GA team presented their recommendations with high-fidelity prototypes, and we were thoroughly impressed. We will definitely be implementing their recommendations.
Hey Joanna! Congrats to you and your team again, you all did a great job! I was positively surprised. At my last company they hired a UI/UX company to redo the front end, and what they delivered in 2 months was way below what your team delivered in just 3 weeks.