Transformed CWR’s application and onboarding processes, boosting customer conversion rates and reducing support calls, while equipping them with insights and streamlined workflows to fuel smarter growth.
My Role:
Strategy & Research
Product Design
Design System
Stage:
Scaleup
Sector:
Marine & Boating
Wholesale & Distribution
Electronics & Technology
The Problem:
How do we address a confusing application process and lack of onboarding that causes potential customers to either overwhelm support services or abandon the platform entirely, while also solving internal workflow inefficiencies that prevent CWR from effectively converting applicants into active users?
The Solution:
Combine a new application and onboarding customer experience paired with internal process optimization to transform how customers discover, apply to, and successfully activate with CWR's platform.
Key Components:
Streamlined Application Flow – Reduced touchpoints and consolidated the entire application process within the website, creating a more intuitive and frictionless path to completion.
Strategic Onboarding Experience – Developed a comprehensive onboarding strategy focused on clarity and user-friendliness, including step-by-step guides and clear communication to support new users.
Intelligent Qualification System – Implemented targeted qualification criteria and automated filters to ensure only suitable customers progress through the application process, optimizing resource allocation.
Self-Service Support Integration – Created accessible tools, FAQs, and in-app guidance by analyzing common support issues, significantly reducing routine customer service inquiries.
Internal Workflow Optimization – Re-engineered backend processes to effectively capture and utilize application data, eliminating inefficiencies and preventing missed business opportunities.
The Wireframes:
The UI Design:
The Results:
Accelerated Activation Rates – The redesigned application process significantly increased the percentage of applicants successfully becoming active platform users.
Quality Applicant Improvement – Enhanced qualification filters substantially decreased unqualified applications, resulting in considerable resource savings and focus on viable customers.
Conversion Rate Growth – The optimized user journey boosted conversion rates from sign-up to active customers, expanding the customer base and accelerating revenue generation.
Support Call Reduction – Self-service tools and intuitive processes dramatically decreased routine customer service inquiries, freeing the support team to focus on complex issues.
Operational Efficiency Gains – Streamlined internal workflows increased productivity and reduced manual effort across teams.
Elevated Customer Satisfaction – The more intuitive onboarding experience led to measurable increases in customer satisfaction scores and improved long-term loyalty.
