Business onboarding, untangled

Business owners just want to get set up and get on with running things. This case study looks at how onboarding flows could guide them at every step, and the tradeoffs involved in getting there.

RoleSenior Product Designer
TeamContent. Research. PM. Engineering.
E2E conversion+4.1%
Re-entry rate78% vs 35%
Director profile completion+4.5%
Wise Business onboarding screens: a task list for registration, ownership and activities, and a 'Your progress was saved' screen
// The story in short

Different businesses have different needs, yet we treated everyone the same

  1. 01

    The hidden problem

    Businesses were dropping off at every step of onboarding. The numbers showed where, but not who or why.

  2. 02

    One screen, one week

    A single “What is your role in the business?” screen, shipped and tested within a week, showed we were designing for directors (45% of sign-ups), while non-owners onboarded about 70% of businesses with 250+ employees, our most valuable accounts.

    Wise Business onboarding screen asking: What is your role in the business? Options: director or shareholder, company employee or representative, self-employed, other
    45% of sign-ups were from directors70% of 250+ employee businesses were onboarded by non-owners
  3. 03

    A quick win

    Pre-filling director details from Companies House increased directors’ profile completion by 4.5%.

  4. 04

    Save & continue

    People weren’t necessarily quitting the flow, sometimes they simply couldn’t finish in one sitting. Letting them save their progress and come back lifted E2E conversion by 4.1%, with 78% returning to finish (vs 35% in control).

  5. 05

    Bigger bets

    Amongst some of the concepts tested with customers, delegation got the best feedback. But the timing was wrong. Why, and what came next, can be found in the full deck.

  6. 06

    The pivot

    Self-identified roles didn’t scale across markets, and created more questions for our users. I reframed the strategy around the business itself, starting from its registration status.

// Password protected

Want the full story?

The research, explorations, the pivot and the rest of the story is in a password-protected deck.

Say hi on LinkedIn for the password, or if you’re hiring and would like to know more.