Fabio Mojetta

Streamlining Enterprise SaaS Onboarding

Reduced user drop-off by 34% through comprehensive UX redesign

Project hero image

Project Overview

An enterprise SaaS platform serving mid-market companies struggled with a complex onboarding flow that resulted in high user abandonment rates. As Lead Product Designer, I led a cross-functional team to redesign the entire onboarding experience from discovery to activation.

34%
Drop-off Reduction
42%
Faster Setup Time
28%
Increased Adoption

The Challenge

Key Problems Identified

  • Multi-step wizard with unclear navigation
  • Information overload causing user confusion
  • No clear value indication at early stages
  • Mobile experience was completely broken
  • Users couldn't skip steps or customize their journey
Before state screenshot

Design Process

01

Research & Discovery

Conducted user interviews with 15+ customers, analyzed session recordings, and performed heatmap analysis. Found that 68% of users abandoned at step 2 due to unclear requirements.

02

Strategy & Ideation

Mapped user journeys and created progressive disclosure patterns. Proposed a modular approach allowing users to configure their specific needs upfront.

03

Design & Iteration

Designed 3 design variations and tested with 8 users in moderated sessions. Iteratively refined based on feedback, focusing on clarity and progressiveness.

04

Validation & Launch

A/B tested final design against the original. New design showed 34% reduction in drop-off and 42% improvement in completion time before rollout.

The Solution

We redesigned the onboarding as a progressive disclosure system that adapts to user roles and company size. Instead of forcing all users through the same flow, we:

  • Added role-based customization: Users select their role upfront, eliminating irrelevant steps
  • Created a dashboard preview: Show value immediately by previewing the main dashboard during setup
  • Implemented smart defaults: Pre-populated common configurations based on company profile
  • Built flexible navigation: Allow users to revisit and edit any step at any time
  • Optimized for mobile: Redesigned with mobile-first approach ensuring great experience on all devices
After state screenshot

Results & Impact

34%
Drop-off Reduction

Users completing onboarding increased from 66% to 88% within 2 weeks of launch

42%
Faster Completion

Average setup time reduced from 18 minutes to 10.5 minutes

28%
Increased Adoption

30-day feature adoption rate increased significantly among new cohorts

4.8/5
User Satisfaction

Post-onboarding NPS improved from 35 to 52

Key Learnings

Progressive Disclosure Matters

Breaking complex flows into smaller, contextual steps dramatically improves user comprehension and reduces cognitive load—especially for enterprise software.

Show Value Early

Users are more motivated to complete setup when they see immediate value. Previewing the main interface mid-onboarding increased motivation to finish.

Mobile-First Isn't Optional

We discovered many users started onboarding on mobile but switched to desktop. Ensuring a seamless cross-device experience was critical to success.

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