7 min
longer than competitors. Hotjar recordings showed users pausing, scrolling back
Divvy · Onboarding
A simpler business card application.
Applicants were leaving Divvy’s card application before submitting it. I redesigned the desktop and mobile flow with clearer steps, visible progress, and guidance to help people understand what to do next.
- Role
- Lead Product Designer
- Focus
- Responsive onboarding
- Signal
- A faster path to conversion
- Timeline
- 4 months
Key ConstraintI could not change the card approval process or the legal requirements. The flow had to work inside those constraints.
01 · My role
Lead Product Designer – Divvy Onboarding
- Led discovery, design, and implementation over 4 months
- Collaborated with product, engineering, and customer success
- Conducted user research and usability testing
- Created design system components for future reuse
Business context
A critical growth blocker
Divvy's growth team flagged onboarding as the biggest conversion bottleneck. With 10,000+ monthly signups, small gains here moved the number.
Customer success was full of confused users. NPS pointed at onboarding. The executive team made it a Q1 priority.
02 · The problem
Users dropped off halfway. I found out why.
Step 1 of 12 - Before: Overwhelming form fields, mobile not optimized. After: Clearer flow, better layout, and reduced support tickets.
01
Onboarding took ~7 minutes longer than competitors
47% drop-off rate
02
Major user confusion at step 3 of 5
73% support tickets
03
Users couldn't assess card fit
$2.4M potential ARR lost
03 · Research insights
What the data revealed
47%
drop-off at step 3. Card selection caused the most confusion
73%
support tickets about onboarding. "I'm not sure if this is right for me"
04 · Design principles
What had to stay true
01
Clarify the Steps
Make progress clear and expectations obvious at every moment
02
Let Users Choose Their Path
Provide options without overwhelming. Guide, don't dictate
03
Design for Mobile First
Optimize for the smallest screen, enhance for larger ones
05 · New experience
Fewer screens. Clearer next step.
Step 1
Welcome
Simple email entry with clear next steps
Step 2
Business Info
Helpful tips guide users through the process
Step 3
Transparent Results
Clear messaging with alternative options
New experience
A shorter flow with progress you can see
06 · Impact
22% more people finished
3x higher completion rate
From 53% to 89%
40% fewer support tickets
Customer success team relief
85% user satisfaction score
Up from 62%
$2.4M additional ARR
From improved conversion
07 · Reflection
Onboarding is where trust is built or broken.
I was not chasing fewer clicks. I wanted people to feel sure at the moment they apply. Every change came from real friction, got tested, and had to flex for later card types.
Onboarding is where trust is built or broken. I treated it as the product, not a form to get through. Completion went up, and the patterns later showed up in other signup flows.
Framework Impact
The design system and patterns from this project were adopted across 3 additional signup flows, creating consistency and reducing future design debt.
Beta user feedback
This is the first time I actually wanted to finish applying.