Context
The existing onboarding flow led to many support cases caused by incorrectly set up accounts. While reviewing this, we uncovered an opportunity to improve the subscription model to better address user pain points and increase recurring revenue.
Additionally, the new onboarding was timed to support the launch of our next-gen chargers.
Challenge
Improve user satisfaction, reduce support volume, and grow revenue by simplifying the onboarding flow and introducing a freemium subscription model.
My Design Footprint
Design leadership, UX/UI design for mobile, Prototyping, Usability testing
Signals of Success
- 75% fewer support ticketsSignificant drop in issues caused by account misconfiguration
- 66% faster onboardingMandatory user inputs reduced from 27 to 9, sstreamlining account creation and time to value
- Optimized mobile experienceMobile users skiped subscription setup during onboarding, accelerating flow
- Freemium model launchedUnlocked new acquisition path and boosted recurring revenue stream
Behind the Layers
This was a complex, cross-functional initiative that required close collaboration between the Design team and stakeholders across the entire technology organization. Success depended on aligning priorities, requirements, and constraints across software, hardware, and business teams.
Key collaborators
- Product Management
- Web Portal Development
- Mobile App Development
- Hardware Product Management
- Hardware Development
- Marketing
Design process
The design process was structured, iterative, and grounded in continuous feedback. The illustration below shows how we aligned workstreams to deliver a unified experience across platforms and product touchpoints.
