Credit Repair Cloud (CRC) is redesigning its sign-up and onboarding experience to address key user pain points. The primary goal of this project is to reduce the drop-off rate, educate users on platform functionality, improve overall user retention and introduce a new subscription plan.
100% of this project was done by Adam Lundblad (2024)
The primary challenges of this project included overcoming stakeholders' resistance to changes in both business strategy and the onboarding approach. Additionally, accurately scoping the project proved difficult, as the discovery phase revealed that the redesign would impact numerous areas of the platform, with many changes having a cascading effect throughout the system.
Discovery
This project involved two discovery phases: the initial phase when the project first started, and a second phase when it was re-initiated after being put on hold to allocate resources to a higher-priority project. During the second phase, the scope was re-evaluated to ensure alignment with the current business needs and objectives.
Key Insights:
• Users are abanding the onboarding experience because they realize the cost of running a business, the onboarding information is too Overwhelming and feel Pessimistic about attracting client.
• Further User segmentation is needed in order to Address the pain points that current users have.
• The various upsells direct users out of the sign up flow and create Distractions.
Existing Screens
For reference, here are a few examples of screens from the current sign-up flow. As you can see, they are significantly outdated (around 10-15 years) and present numerous usability issues that need addressing. No heuristic evaluation was done, because most screens and flows were going to be completely rebuilt.
After a comprehensive discovery phase and in-depth feature analysis, the overhaul required proper scoping and planning. This involved mapping out new flows, identifying all impacted areas, and breaking the project into manageable epics for efficient execution.
The goal of the redesign was to simplify and modernize all visual elements, implement new subscription plans, and streamline the overall process by removing upsells, unnecessary steps, and non-essential information. Initial designs were created in mid-fidelity to secure stakeholder approval before progressing to high-fidelity designs.
After the mid-fidelity designs were approved, I transitioned to high-fidelity designs and began preparing thorough documentation. Below are some examples of documented screens that are ready for handoff to the development team.
This overhaul successfully updated and streamlined the sign-up and onboarding experience. CRC is currently tracking user drop-off rates as the primary KPI and will continue monitoring the new flow to assess its impact on user retention.
The project faced multiple delays, mainly due to scope adjustments and concerns from stakeholders about its alignment with business strategy. Managing stakeholder expectations and navigating the complexities of the redesign were the most challenging aspects of this project.