Onboarding B2C & B2B customers

Whether it’s a customer clicking ‘buy’ or a national organisation signing contracts with wet ink and piles of compliance paperwork, onboarding can make or break the relationship. People don’t want friction, but they do want to feel welcome.

I led a strategic initiative in the acquisition space, partnering with the growth team to improve how default employers (B2B) were acquired and onboarded. Using a full human-centred design approach spanning discovery, insights, and prototyping, I uncovered key moments in the journey where the experience could be made faster, smoother, and more engaging. This included blending quantitative data with deep qualitative insights to uncover unmet needs and redesign opportunities.

Earlier, as a Lead Specialist, I worked closely with stakeholders to map the end-to-end member (B2C) onboarding journey, from marketing funnel to first welcome touchpoints. We layered data sources and behavioural insights to identify points of friction and moments of delight, creating a clear roadmap for experience uplift.

Onboarding is more than a process, it’s the first handshake. I’m passionate about designing onboarding experiences that balance business efficiency with genuine human connection.