BAEMINGO - UX designer ⎯ web app

Unlocking growth: automating onboarding for faster customer activation

I conducted customer research to identify onboarding pain points, focusing on payment setup, product addition, and menu organization. I collaborated with internal teams to uncover common bottlenecks and recurring challenges.

Using these insights, I designed, prototyped, and tested a self-service onboarding flow, simplifying account creation and sales channel management. Continuous feedback from stakeholders and users ensured a smooth and intuitive experience.

Background

As the company entered its scale-up phase, the manual and support-heavy onboarding process became a significant barrier to growth. From account creation to launching sales, each step required extensive involvement from internal teams, slowing down customer activation and limiting scalability.

To unlock growth potential, the onboarding process needed to shift towards self-service, allowing clients to:

Independently create accounts
Set up payment providers
Add and manage products
Organize menus across multiple sales channels

This transformation aimed to reduce friction, accelerate time-to-market, and enable potential customers to explore platform capabilities before committing. The company could scale faster, reduce internal workload, and foster sustainable long-term growth by minimising the need for in-person sales and operational support.

My contribution in this initiative

Research

I interviewed potential and existing customers to understand their pain points during onboarding. Focus on gathering insights into areas where they face friction, such as payment setup, product addition, and menu organization. I collaborated closely with sales, customer success, and support teams to gather insights from their interactions with new clients to understand better common onboarding bottlenecks and recurring questions or challenges that could inform the design of the self-service solution.

1
Design, prototype and test

Building on insights from customer interviews and internal collaboration, I designed an intuitive self-service onboarding flow to address key friction points identified during research. I mapped the user journey and created designs and prototypes for a smoother transition through account creation, payment setup, product addition, and menu organization for different sale channels. An integrated feedback from sales, customer success, end users and support teams to tackle recurring bottlenecks and pain points.

2

Create account / Log in

Onboarding - add articles

Onboarding - Create menu

Onboarding - Create Payment account

Onboarding - Activate Payout

Onboarding - Start selling