Overview
Info
Company: Eskuad field data platform
Platform: Mobile and web
Team: Product Designer (me), Product Manager, Sales, Marketing, and Customer Success leads
Result: Redesigned onboarding flow prepared for implementation, with tested improvements ready to deploy
My role
Product Designer & Onboarding Task Force Facilitator
Strategic alignment on onboarding vision and product goals
Journey mapping and value milestone identification
New flows, onboarding screens, notifications, and engagement strategy
Redesigned onboarding flow prepared for implementation, with tested improvements ready to deploy
Project Summary
Onboarding is more than a welcome email—it’s the bridge between user interest and long-term product adoption. At Eskuad, we noticed gaps in that bridge: users weren’t completing core setup steps, and many dropped off before reaching the product’s value.
To solve this, I brought together a cross-functional team to rethink onboarding from the ground up. Our goal was to align our internal understanding of onboarding with how our users actually engage, then design an experience that accelerates value realization without friction.
Strategy
My strategy for this project was to pool the resources of as many teams as possible to create a cohesive experience from the first touch point to product adoption.
We did this by implementing and measuring as we went and see how each cohort of users reacted.
Eskuad’s users were best suited to a product led, sales assisted approach, where you can try first, then talk to real people if you need sales or customer success assistance.
Process
Forming the team - align, define, and gather
The team
I created and led a task force across design, product, sales, marketing, and customer success. We kicked off by aligning on the goals, scope, and definitions of onboarding.
Sales
Marketing
Product
Design
Customer success
To create a unified user experience, we aligned the customer facing message, and language for each of these areas:
Sales and marketing:
Focused on promises we were making & aligning them with reality.
Product and design:
Crafted an onboarding experience to highlight the brand promise & core value.
Customer success:
Provided insights into friction and drop-offs, and general user data
Compiling user data
I led the group in compiling the user data we had from our various interactions and interviews with users to answer some key questions
to identify the common motivations and blockers.
Our insights
Why look for a new product - Triggers : Lost data, manual duplication, new roles, reporting pressure
What do they want? - Desired outcomes : Save time, eliminate paper, centralized data
What’s holding them back? - Barriers : Confusion, lack of guidance, resignation, bugs
In product design round 1
Strategy: Make it an experience based on the user’s industry
Because the product was very flexible we wanted to make it an individualized experience which meant setup. With limited resources we needed the experience to be quick to implement.
What we implemented in this round
Setup survey - Including Date and time configuration, language, and more basics.
Template suggestions when the user creates a new form based on the their answers to questions in the setup
Getting started guide to walk people through the basics
A basic orientation tour using a 3rd party product
Empty states with information and an embedded video from customer success giving some information about the feature.
Web screens
Mobile - if no forms have been created
Metrics, feedback and a curveball
Tracking success
We tracked onboarding ratios and outcomes, creating a point system to creating a percentage of success for each month with actions like:
x = Form creation
y = Time to value (create a form, fill a form, and download a report within 24h)
z = Retention after 1 month
+3 = Teammate engagement/ invitations
Each month the percentage of users who completed these steps didn’t reach over 50%-60%. This number needed improvement!
Observations & Feedback
Our users had the following feedback
The setup takes too long. Stick to the basics and make it valuable.
The system should handle the setup as much as possible.
Invited users are getting confused and end up signing up for a new account.
There isn’t enough in-product help and guidance.
Creating a form takes too much time when you are new.
The curveball - New pricing
The company decided to change their pricing strategy, so we had to create new experiences based on different user roles and permissions.
Outcome
This version of onboarding has been user-tested with strong results, though it hasn’t yet been fully implemented.
Early tests show:
Improved clarity and orientation
Stronger engagement with early setup tasks
Positive qualitative feedback on tour design
Once launched, we expect measurable improvements in time-to-value and retention.
Reflection
This project pushed me to operate not only as a designer, but as a facilitator, strategist, and systems thinker.
I learned how powerful onboarding is—not just as a UX flow, but as a cross-functional bridge between teams and users.
It also reinforced that onboarding is never “done”—it’s a living system that grows with the product.