Effective user onboarding is one of the most critical elements for a successful go-to-market strategy. My team re-imagined the user onboarding experience with a strong focus on reducing the time it takes for customers to experience Gusto's value, thus leading to lower customer acquisition costs.
Looking at one of our biggest funnel drops, the team set course to better understand the reasons that a portion of leads are hesitant to move froward with Gusto. We interviewed leads, shadowed sales calls, analyzed existing experiments and data, in order to develop learnings that helped us define a set of effective experiments to increase conversion.
The team also looked at our impact and how we were measuring success. To this end, the design team ran a series of cross-functional workshops to define north star metrics, identify the factors that contribute to those metrics, and assess ways to measure them more effectively.
Below are some sample screens from an introductory experience that uses progressive disclosure to understand user needs and tailor the onboarding process accordingly.
Team credits
Sara Berry, Jess Chan, Marissa Gemma, Kelly Griggs, Lex Roman.