Service Design | B2B & B2C Onboarding Experience

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

I have led onboarding experience design across both B2B and B2C contexts, bringing a human-centred approach to the moments that define how relationships begin.

In a B2B context, I led a strategic acquisition and onboarding initiative for a large national organisation, partnering with the growth team to improve how enterprise employers were acquired and onboarded. Using end-to-end human-centred design spanning discovery, insight synthesis, and prototyping I identified key moments where the experience could be made faster, smoother, and more engaging. This included blending quantitative data with deep qualitative research to surface unmet needs and redesign opportunities across a complex, compliance-heavy journey.

In a B2C context, as Lead Specialist I worked closely with stakeholders to map the end-to-end member onboarding journey from marketing funnel through to first welcome touchpoints. Layering behavioural data with qualitative insight, we identified friction points and moments of delight producing a clear roadmap for experience uplift that balanced conversion goals with genuine human connection.

Onboarding is more than a process it's the first handshake. I'm passionate about designing onboarding experiences that honour both business efficiency and the human on the other side of the transaction.

onboarding business and member