Customer Onboarding Journey

Overview

Outfund is a revenue based finance company providing non dilutive capital to e-commerce and SaaS businesses. This project focused on simplifying the customer onboarding journey, taking friction out of the flow, building more trust along the way, and getting more applications across the line.

The problem

Customers were struggling to complete the application on their own. The journey was unclear, multi step, and leaned heavily on sales support, which led to a high drop off rate and capped revenue.

Before

The journey we inherited.

Taking a look at the current application journey, there was a massive multistep form that was unclear and relied heavily on the sales team to guide the user through to the end of the process. Visually there was no clear message or instructions on how to proceed, leaving the user with pain points and, as a result, not finishing the application.

Customers struggled to complete and submit the application independently, leading to a 71% drop off rate and a decline in revenues, with a heavy dependence on sales staff to drive growth.

My role

I worked closely with the product lead and another product designer across the full end to end design process, including:

• Customer and competitor research
• Service blueprinting
• Wireframing
• Prototyping
• Usability testing
• Stakeholder collaboration
• Handoff and implementation support

Research & discovery

Workshops, brainstorming sessions and stakeholder collaboration helped us surface operational constraints and business goals, while competitor research and customer insights revealed the real pain points behind the drop off.

Ideation & design process

We redesigned the customer journey from the ground up and broke the application into clearer sections. I owned:

The work moved from sketches into low fidelity wireframes, then high fidelity Figma prototypes, then through internal usability testing and a couple of rounds of guerrilla testing.

Solution

A clearer, more intuitive, self serve onboarding journey, with trust building moments built in throughout:

• Clearer instructions
• Improved information hierarchy
• FAQ content
• Option to speak with sales support
• Case studies and testimonials
• Stronger company information to build credibility

Challenges & learnings

The hardest part wasn't the interface. It was balancing user needs against internal operations, technical constraints, stakeholder requirements and the trust expectations of a regulated financial product. Designing for self serve in lending means every clarity gain has to be weighed against risk, compliance and commercial reality.

Outcome

A redesigned, self serve onboarding journey that cut submission time by 96%, lowered CAC by 83% in six months, and lifted margins 2.3x by taking pressure off the sales team.