Overview:

Redesigned the registration to speed up the flow for incoming talent and internal onboarding specialists.

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My role: Lead product designer of this project in January 2023 with a timeline of 3 months. I did an initial review of the work that was already done by a previous designer, checked in stakeholders to see what worked and didn’t with the project so far, led ideation to final handoff while working with PMs, Engineering, Legal, Content, Client Ops.

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Problem: Clients come to MBO with talent they want to onboard as contractors. Talent already went through the client's recruiting process and are confused they need to repeat steps, which caused them to lose trust in MBO’s platform.

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Solution: Redesign registration focused on speeding up the registration by cutting out the unnecessary information and surfacing only what is needed at this time. This initiative relieves talent’s stress while onboarding and allows MBO to gain users trust.

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Design Process

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My process changed throughout the project as I learned more about what was needed. Originally I was not sure where the other designer had left off on this project. As I assessed the situation it became clear I should work on more validation since the stakeholders were unsure if we were heading in the right direction.

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Review

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From my initial review of the current registration flow:

• Form fields we asked users to fill out are not grouped up well
• Ex: Location is asked and then address is asked at the opposite end of the flow
• There is an 85% drop off when we ask for work history

The screens that were worked on last year were:

• Focused around being mobile friendly and having less cognitive overload
• Had too many steps and did not solve the user or business pain points

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Annotating the current registration flow

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Research

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I convinced the team that we needed to take a step back to focus on research and understanding where the current problem lies before we move forward. I wanted to understand these research objectives:

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Research Objectives

1. How do users view the current flow?
2. How does client care view the current flow?
3. What unnecessary items can we remove from the flow?
4. What do stakeholders not like about the two previous approaches?

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I decided to arrange for two types of interviews: 

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Our client care team (subject matter experts) who interact with users on a daily basis with onboarding and answering support inquiries.

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Stakeholders who wanted to get this flow out ASAP and get statistical data on what was and was not working.

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High level findings from the interviews:

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Define

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From the research I was able to qualify the user and business goals. There was more overlap than the stakeholders originally thought which was a great UX win and made the process of defining the user flow fast and simple.

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We were able to trim most of the fluff and keep it seamless. The goal of the flow is clearly to get the user in and out as fast as possible in order to reduce frustration from both the user and business.

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Ideate

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Before I started wireframing or sketching I wanted to come back to the team and share my research findings. I facilitated this workshop to gather as many ideas as possible while fostering team growth.

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I kept designs minimal and kept in mind how things would translate to mobile. I wanted to keep the designs simple and increase whitespace to make sure the users were not overwhelmed with information at any point.

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Testing

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Test findings

• People got through flow in under 5 minutes compared to 10 minutes or over for the current flow.
• This flow prioritizes fast, but does not incentivize people to fill in information.

Possible iterations

• Work on flow where incoming users learn more about the benefit of MBO and the brand.
• Depending on how people came to register they can get a slightly different registration experience.

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Next steps

Designs were handed off to engineering. So far we have a 75% rise in completion and the Client team is growing more confident in sending the onboarding emails versus automatically creating the incomplete profiles that they normally default to.

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Learnings

FLEXIBILITY WHILE WORKING CROSSFUNCTIONALLY IS KEY: This was my first project on the team where I got to work as cross-functionally as I did. When keeping track of the thoughts and opinions of different stakeholders it is important to be organized and quick on your feet to pivot when needed. I learned a lot and look forward to growing this skill further.

ADVOCATE FOR THE UX PROCESS: While a lot of the company is excited about UX work, there are a lot of times where I had to really fight for research or for people to slow down so that we won't need to rework screens later. This project helped me see that advocating for UX doesn't stop even just at research, but throughout the process.

COLLABORATE: We had a lot of collaboration wins both in and outside of the design team. Depending on how many work flows we had going on I started to see when meetings needed to happen or if we could get the information asynchronously as well.