Teleborder On-Boarding Redesign

At Teleborder, as an intern and sole designer, I was asked to help improve the sign-up on-boarding experience of the app. The project began with problem definition using lean research methods, and ultimately resulted in the proposal of a new user flow that called for a redesign of the landing page to better segment users prior to sign-up and generate enterprise sales leads.

You can read about my process below.

Duration: 2 months

SKILLS: UX Design / web design / Sketch App

artifacts: proto-personas / competitor analysis / user flow / sitemap / wireframe / style guide / mockup

Problem Definition

Product: Teleborder - HR software for hiring and managing employee work visas.

Original Assignment: I was asked to improve the sign-up on-boarding experience of Teleborder—make the user interface more intuitive and encouraging.

Process: I began by interviewing all my colleagues (it was a small startup of 4-6 people) and asking questions about the issues that they perceived and observed from the users. I also went through the sign-up process myself and audited the on-boarding experience, writing down my thoughts.

Findings: I found that all users, regardless of segment or account type, were signing up through a single channel and landing on the same dashboard. Segmentation occurred during one question of the sign-up that asked if the user was an employee seeking a visa or a administrator handling employee visas.

Refined Problem Statement: Improve user segmentation.

Proto-Persona Workshop

I also organized and led my colleagues through a persona workshop to discuss our target users and their needs, plus our own business needs.

Findings: There are two unique groups of users or accounts—employees and HR managers (and assistants)—with very different expectations and needs. From a business standpoint, sign-up requirements are different between the two groups as well.

Competitor Analysis

Next, I conducted an indirect competitor analysis to understand how other B2B SaaS products with similar user account dynamics segment their users.

Findings: Segmentation usually happens before sign-ups rather than during the sign-up or on-boarding process. Usually this is done by having seperate landing pages and promotional content for each user segment and/or seperate call-to-actions.