This redesign focused on reducing friction where it mattered most-meeting user needs while aligning with business and regulatory constraints.
Led discovery, design, and implementation over 4 months
Collaborated with product, engineering, and customer success
Conducted user research and usability testing
Created design system components for future reuse
Divvy's growth team flagged onboarding as our biggest conversion bottleneck. With 10,000+ monthly signups, even small improvements would have massive impact.
Customer success was overwhelmed with confused users, and our NPS scores showed onboarding as the primary pain point. The executive team made this a Q1 priority.
Step 1 of 12 - Before: Overwhelming form fields, mobile not optimized. After: Clearer flow, better layout, and reduced support tickets.
Onboarding took ~7 minutes longer than competitors
47% drop-off rate
Major user confusion at step 3 of 5
73% support tickets
Users couldn't assess card fit
$2.4M potential ARR lost
We couldn't change the underlying card approval process or legal requirements-the solution had to work within existing technical and compliance constraints.
Step 1 of 6 - After: Clearer progress indicators, contextual help, and simplified form fields reduced completion time by 40%.
Clear progress indicators and step reduction
40% faster completion
Contextual help explains why information is needed
68% fewer support tickets
Responsive design optimized for all devices
89% completion on mobile
longer than competitors
Hotjar recordings showed users pausing, scrolling back
drop-off at step 3
Card selection caused the most confusion
support tickets about onboarding
"I'm not sure if this is right for me"
Make progress clear and expectations obvious at every moment
Provide options without overwhelming-guide, don't dictate
Optimize for the smallest screen, enhance for larger ones
Simple email entry with clear next steps
Helpful tips guide users through the process
Clear messaging with alternative options
higher completion rate
From 53% to 89%
fewer support tickets
Customer success team relief
user satisfaction score
Up from 62%
additional ARR
From improved conversion
This redesign wasn't about reducing clicks-it was about giving users confidence at a critical moment. Every decision was rooted in real friction, tested iteratively, and built to flex with future card types and user needs.
The biggest lesson: sometimes the most impactful design work happens in the unsexy moments. Onboarding isn't glamorous, but it's where trust is built or broken. By treating it as a strategic priority rather than a necessary evil, we transformed a major business blocker into a competitive advantage.
