Shaping Onboarding
Hum is a fintech company that matches businesses to investors. Companies connect their financial data to the platform then, Hum translates that data into insights and projections about the business’s financial health. Hum’s analysis is transparent and digestible, offering a non bias analysis of the company for investment. As the lead designer for the company platform experience, I worked with my team to reimagine Hum’s company onboarding experience.
What we have
Process handheld by sales
What we want
Increase automation
Strategy
Optimize the product from the beginning of the user experience and work our way down the journey improving the experience. This quarter we focused on onboarding. The success metric for this project was to have 30% of new users connect without speaking to Sales.
Understanding value paths
My goal was to understand the value path or desired outcome from the perspective of each party involved. By understanding the value for the company, the investor, and Hum I could find ways to align those outcomes so that we’re all pulling in the same direction. If we can figure out what reasons people have for using the platform, we can rely on that user motivation to power engagement. So identifying the desired outcomes that are already taking place and get really good at the ones that power our business model.
Mapping out existing flows
I worked with the sales team to map out their existing workflow. With their knowledge of the industry we also mapped out the real world user journey for companies and investors
High level approach
Build a multi-step onboarding journey that allows us to better understand our users and allows users to better understand our process.
Phase 1
In Phase 1 of onboarding we ask a series of high level questions to help us understand the user in context.
Gradually capture more specific data. The left panel explains how we plan to service the company with the information captured. Along the journey we focus on reiterating the anticipatory value of continuing the process.
Phase 2
Phase 3
The dashboard is a continuation of our effort to lay the path for success for both new and existing users.
