Supplier Onboarding
Small changes add up: How reducing clicks by 33% boosts self service and saves the organization from a never ending queue of support tickets
The Product:
Business Network
Allows members to connect and find potential partners or clients in the world of procurement / supply chain
Provides a space for members to market and discover their services and products
Facilitates business deals and transactions between members
Challenge
Lengthy, frustrating, and confusing Login /User Registration
Complex and unorganized profile completion process, leading to 30,000+ help desk tickets
Redundant steps to access the Business Network Profile
Goal
Redesign onboarding architecture for GEP's business network
Reduce total onboarding time, simplify/streamline the onboarding process
Provide a positive and welcoming first experience for new members
Project Duration
3 Months
Project Scope
2 Product Managers
3 Developers
2 UX Designers
My Role & Responsibilities
Lead UX Designer:
Analyze user research
Affinity Mapping
User Journey
Ideation with Designers and Product Managers
Wireframing Prototyping
User Flow
User Journey
Research
Affinity Mapping
User Quotes
“Registration is long and then another step to actually log in seems really labor intensive”
“After landing on Home page not sure what to do, where to go”
Pain Point 1:
Multiple steps are required to log in for 1st-time users
Pain Point 2:
First-time users do not require a Home page or Client specific landing page
No “Tasks Assigned” in initial setup
Pain Point 3:
Too many steps are required to set up a Supplier Profile without clear instructions and or communication
Problem Statement
The GEP Business Network connects suppliers and buyers, enhancing collaboration and efficiency. However, its onboarding process can be cumbersome.
How might we streamline the onboarding flow to directly log in new users, bypass redundant steps, and allow immediate access to personalize their profile and engage with the network?
Insights
Solution
New Login Screen
By reevaluating the minimum information required for first-time users, we reduced the number of steps needed during the initial registration process.
This allowed us to combine a two-screen process with many unnecessary steps and information into one cohesive login form.
New Landing Page
As new users, they will be directed to fill out their supplier profile, with a pop-up providing easy guidance.
The profile will be editable, and a stepper will guide users through the step by step process.
Old Vs New
Usability Test
Users liked redesigned onboarding architecture for GEP's business network
Users liked the Reduced total onboarding time simplified and streamlined the onboarding process
Provided a positive and welcoming first experience for new members
“It’s simpler, cleaner, nice, bright, and clean. The previous version had too many steps and was very confusing.”
“It goes straight to the point, easy straight forward registration and log-in ”
Final Outcomes
By simplifying onboarding, new sign-ups are likely to complete the process faster and become active members sooner:
Accessing network benefits and features quickly
Enhances member satisfaction, and reduces reliance on direct support leading to fewer help desk tickets
Encourages current members to attract new sign-ups through referrals.
Next Steps
Planning Phase:
Conduct additional user research and collect feedback through surveys, interviews, etc to further understand pain points.
Development Phase:
Work closely with the engineering team to develop new user-friendly interfaces leveraging the latest technologies.
Build in analytics to monitor drop-offs and identify problem areas.
Launch Phase:
Roll out to a pilot user group first to test at scale before full launch.
Monitor adoption, and user sentiment closely after launch.