Standardizing Client Onboarding to Reduce Churn and Boost Client Confidence
Standardizing Client Onboarding to Reduce Churn and Boost Client Confidence
Problem
Client onboarding frustrations at Workforce.com were increasing churn risk before clients fully adopted the product.
my role
Lead Researcher, Service Designer
timeline
Feb – Nov 2024
project goals
Identify sources of dissatisfaction in client onboarding. Predict and reduce early churn through proactive interventions.
constraints
Limited engineering resources delayed full digital onboarding implementation; needed flexibility for client-specific onboarding complexity.
primary outcome
Standardized yet flexible digital onboarding process, improving communication, trust, and proactive churn intervention.
Problem
Client onboarding frustrations at Workforce.com were increasing churn risk before clients fully adopted the product.
my role
Lead Researcher, Service Designer
timeline
Feb – Nov 2024
project goals
Identify sources of dissatisfaction in client onboarding. Predict and reduce early churn through proactive interventions.
constraints
Limited engineering resources delayed full digital onboarding implementation; needed flexibility for client-specific onboarding complexity.
primary outcome
Standardized yet flexible digital onboarding process, improving communication, trust, and proactive churn intervention.
How I Approached This
Research & Design Process
How I Approached This
Research & Design Process
01
Map current onboarding process
Collaborated with customer success and sales teams to map the existing onboarding process. Identified the payroll data transfer phase as the most problematic.
lens used
Workflow and touchpoint analysis
intent
Understand where client frustrations arise
KEY QUESTION
Which steps create the most client friction?
outcome
Highlighted the data transfer phase as a critical point for intervention
01
Map current onboarding process
Collaborated with customer success and sales teams to map the existing onboarding process. Identified the payroll data transfer phase as the most problematic.
lens used
Workflow and touchpoint analysis
intent
Understand where client frustrations arise
KEY QUESTION
Which steps create the most client friction?
outcome
Highlighted the data transfer phase as a critical point for intervention
02
Gather qualitative insights
Pinpointed specific pain points in the data collection phase
02
Gather qualitative insights
Pinpointed specific pain points in the data collection phase
03
Recommend digital onboarding & create personas
Proposed a centralized digital onboarding experience and complexity-based personas
03
Recommend digital onboarding & create personas
Proposed a centralized digital onboarding experience and complexity-based personas
04
Co-create ideal onboarding process
Defined touchpoints, measurable actions, and churn risk indicators
04
Co-create ideal onboarding process
Defined touchpoints, measurable actions, and churn risk indicators
Key Decisions
Solution & Reasoning
Key Decisions
Solution & Reasoning
decision made
Implement Flexible Digital Onboarding
decision made
Ship a Standardized Payroll Summary Report
decision made
Use Personas to Tailor Onboarding Complexity
decision made
Design Reporting Around Post–Pay Run Workflows
decision made
Track overdue tasks and step revisions to identify churn risk
decision made
Make All Costs Traceable to Totals
My Results
Outcomes & Impacts
My Results
Outcomes & Impacts
Streamlined Central Onboarding
1 Platform
All client tasks and communications are in a single interface, reducing confusion and ensuring clarity across onboarding steps
Streamlined Central Onboarding
1 Platform
All client tasks and communications are in a single interface, reducing confusion and ensuring clarity across onboarding steps
Proactive Churn Tracking
3 key signals
Overdue steps, revision requests, and abandonment indicators allow the team to identify at-risk clients early and intervene proactively
Proactive Churn Tracking
3 key signals
Overdue steps, revision requests, and abandonment indicators allow the team to identify at-risk clients early and intervene proactively
Increased Onboarding Clarity
Process Standards
Clear timelines and guided steps help clients feel supported and confident during onboarding
Increased Onboarding Clarity
Process Standards
Clear timelines and guided steps help clients feel supported and confident during onboarding
Improved Relationship Management
Feedback Loop
Real-time client feedback and usage data inform iterative updates, keeping onboarding efficient and adaptable
Improved Relationship Management
Feedback Loop
Real-time client feedback and usage data inform iterative updates, keeping onboarding efficient and adaptable
UX Researcher & Designer
2026 Designed by Emma Blackwell. All rights reserved.
2026 Designed by Emma Blackwell. All rights reserved.