I was involved across the full design process, from discovery and stakeholder interviews to mapping the existing flows and defining a new, improved onboarding journey. I worked closely with research to test the new experience, produced the high-fidelity designs, and collaborated with product managers and engineers to bring the solution to life.
Making customer onboarding fast, clear, and self-serve
CONTEXT
To use Yoti products and services, every customer, from small businesses to large enterprises must create an organisation in the Hub and complete an organisation verification process. This process establishes the organisation as a trusted entity and unlocks access to Yoti’s products and services.
problem
The existing onboarding and verification journey was long, fragmented, and heavily manual. Although the internal verification took around 15–30 minutes, users often waited several hours to complete the process. The journey involved dozens of steps across multiple tools, and many customers reached the verification stage without having all the required information, leading to failed submissions, delays, and repeated back-and-forth with Yoti staff.As a result, users struggled to complete onboarding on their own, slowing down time to value and hurting conversion at a critical moment.
The existing onboarding and verification journey was long, fragmented, and heavily manual.Although the internal verification took around 15–30 minutes, users often waited several hours to complete the process. The journey involved dozens of steps across multiple tools, and many customers reached the verification stage without having all the required information, leading to failed submissions, delays, and repeated back-and-forth with Yoti staff. As a result, users struggled to complete onboarding on their own, slowing down time to value and hurting conversion at a critical moment.
outcome
The new onboarding experience enables customers to complete organisation setup and verification independently, without relying on manual support.It significantly reduces the time from account creation to verification and lowers the amount of customer service involvement needed to help users finish onboarding, creating a faster, smoother path to getting started with Yoti.
THE OLD ONBOARDING
CUSTOMER JOURNEY MAPPING
new journey
testing
the final product
