Wing is a logistics SaaS helping merchants streamline shipping. However, its onboarding process was creating friction, leading to high churn rates. I redesigned the experience by simplifying flows, reducing reliance on support, and implementing guided onboarding—boosting adoption by 25% and improving user retention.
Wing’s onboarding process was creating significant friction for new users. Many merchants struggled to complete their initial setup due to a lack of clarity in the user journey and an over-reliance on account managers for activation. The absence of a hands-on onboarding experience resulted in high churn rates and increased workload for the support team.
Data revealed that 20% of new users were unable to complete the onboarding process, leading to frustration and early drop-offs. To improve adoption and retention, we needed to simplify flows, provide clearer guidance, and empower users to set up their accounts independently.
To improve Wing’s onboarding, we focused on eliminating friction, providing better guidance, and making the process fully self-service. The previous flow overwhelmed users with too many steps at once, lacked clear direction, and left them dependent on account managers to complete their setup.
By restructuring the onboarding journey, we introduced a step-by-step approach that allowed merchants to progress at their own pace while ensuring they always knew what to do next. The redesign also emphasized clearer navigation and real-time support, reducing hesitation and improving user confidence.
We centered the improvements around three key changes:
Measuring the Success of the Redesign
The improvements made to Wing’s onboarding process resulted in higher adoption rates, reduced churn, and a better user experience. By simplifying key steps and providing self-service guidance, users were able to complete their setup independently, reducing the need for manual intervention from account managers.
+25% increase in user adoption – More merchants successfully completed the onboarding process.
30% reduction in churn during onboarding – Users progressed more smoothly without frustration.
Fewer support requests – The need for account manager intervention decreased significantly.
This transformation not only streamlined the onboarding journey but also allowed Wing to scale more efficiently, enabling users to integrate seamlessly into the platform while easing the workload on support teams.
