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Summary
Mission
New users struggled to complete the onboarding process, leading to high drop-off rates and increased support tickets. Users found the setup process overwhelming, with the chief complaints around setting up shipping preferences, understanding automations, and a lack of direction on what to do next.
My Contributions
As a Senior Product Designer at ShipStation, I led the redesign of our product onboarding experience from discovery to delivery. I conducted user research, mapped friction points, and designed a a far more intuitive guided setup flow for new users. I collaborated closely with product, engineering, and customer success to refine the experience to guide users smoothly to their first shipment.
Impact
- Onboarding completion rate improved 31%
- Support tickets decreased by over 40%
- 57% of new users successfully purchased a label within the first week.
Research & Discovery
Understanding User Pain Points
Project results
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