Overview
We reimagined the Pavilion onboarding flow as a tailored, data-driven flow, boosting onboarding completion rates by 25% and driving engagement through personalized recommendations.
The Challenge
The current onboarding flow started as a static “holding” page while accounts were set up in the backend. The main "onboarding" screens were behind a login wall. This lead to a high degree of confusion from users and low adoption rates of key platforms like our Member Hub & community Slack channels.
Additional issues:
• Redundant data entry from members to activate their Member Hub profile
• Clunky reliance on email to direct members to the next step
• No immediate value once completed, simply dropped into the Member Hub dashboard
• Very little way to track user completion rates or drop-off points
• Zero customization to individual member goals or needs
• Very clunky UI
• Redundant data entry from members to activate their Member Hub profile
• Clunky reliance on email to direct members to the next step
• No immediate value once completed, simply dropped into the Member Hub dashboard
• Very little way to track user completion rates or drop-off points
• Zero customization to individual member goals or needs
• Very clunky UI
KPIs
• Increase the number of members who complete onboarding from 55% to 65%
• Increase Slack account activations of members from 75% to 80%
• Increase Member Hub account activations from 70% to 78%
The Process
User Flows: Identified key friction points by mapping out the current state, then worked with key stakeholders across every department to better understand opportunities to automate backend data migration from HubSpot to SalesForce to the Member Hub.
Wireframe & Design: We started with mid fidelity wireframes and used these to build internal alignment around what is/isn't possible. Next, we took our V1 Figma prototype and tested with Pavilion members who had signed up within the past 30 days.
Lastly, we moved into the final design stage, refining screens based on user testing and member usability feedback.
Development & Deployment: We worked with a third party developer to build the entire flow in our HubSpot instance. Each step had some kind of submission required from the user in order to proceed. This allowed us to track user completion/abandonment rates in more granularity while also connecting all submissions to a contact record.
Results & Impact
25% increase in onboarding completion (from 55% to 80%) - By moving the entire flow out of our Member Hub and into HubSpot, we were able to immediately redirect members to the new experience. This significantly increased their likelihood to complete.
13% increase in Slack (from 75% to 88%) + 20% increase in Member Hub (from 70% to 90%) activations - At the end of the flow, we built in key recommendations for next steps. Key information about how vital Slack and our Member Hub are to their success was presented and clear instructions on how to activate their accounts.
80% member goal capture rate on new members - The team is now able to use this data to more accurately plan high impact improvements to the member experience.
13% increase in Slack (from 75% to 88%) + 20% increase in Member Hub (from 70% to 90%) activations - At the end of the flow, we built in key recommendations for next steps. Key information about how vital Slack and our Member Hub are to their success was presented and clear instructions on how to activate their accounts.
80% member goal capture rate on new members - The team is now able to use this data to more accurately plan high impact improvements to the member experience.
Design exploration
Content mapping & user testing
Final screens
