How we 3x conversion of an Autonomous Sign Up flow in a Sales-based scale up in 4 months.
PayFit aims to free up entrepreneurs and HR managers from complex administrative tasks, allowing them to focus more on their core business activities and employee development.
Senior Product Designer
Product Growth
2022—2023
Challenge
As a company is not a simple decision to hire or change your next payroll manager. Our team was the responsible of creating the autonomous experience for clients to onboard without the intervention of a SDR.
Results
After launching the first version of the Self Serve (Sales-less Sign Up flow) in April 2022 the team eventually ran out of insights due to a lack of visibility of the funnel’s performance.
We decided to use the low traffic season to do a Journey Discovery that acted as Performance audit and fuelled the team with pain points and new challenges to take on that would lead into a 3x in sales-less conversions in 3 months and 5x in the next 6 months,
3x
Sales-less conversions
1.2 min
Users' time saved while onboarding
6 new
Features for the team to work on
Process
We prepared a research including an audit, a benchmark and a team brainstorming workshop.
The main challenge was to identify and alleviate the pain points prospects faced in the funnel conversion process. These included issues like insecurity of usage, fear of abandonment, lack of trust, and unclear value proposition. We needed to understand these challenges deeply and design solutions that would not only address these issues but also be seamlessly integrated into the existing funnel.
However not everything ran smoothly 💀
During our research, we initially encountered challenges in conducting customer interviews due to timing constraints. However, we successfully navigated this obstacle by leveraging SDR interviews and analyzing customer onboardings using tools like Mojo and Hotjar.
“ This research was a total success, it came on the perfect timing. Filled the roadmap with crucial features in the most critical time. Was awesome to see the team this engaged. ”
Ernesto Gonzalo
Senior Product Designer, Payfit
Making the team take part in this was key to boost team engagement.
We included devs in some of our interviews and after we presented the insights to our team. We then organized workshops to brainstorm and generate ideas based on these insights. Yes, I did draw my coworkers just for this workshop, they all loved it haha.
Conclusion
The focused Journey Discovery initiative successfully identified key performance issues and user pain points within the autonomous sign-up flow. Addressing these insights led to strategic changes that resulted in a significant 3x improvement in sales-less conversions over a four-month period, validating the effectiveness of the data-driven redesign process.
Not only that, companies operate through pressuring times. Delivering rightful information at the right time helps a team move decisively, and I am very proud of that.