Case Study: Building an automated onboarding funnel to support new retail customer experience resulting in a 50% conversion and upgrade rate.

TL;DR

This case study explores the process of designing a new, automated onboarding experience for retail users at BitGo—an untapped user segment with significant growth potential.

While the project was a success, it came with its challenges. Technical constraints prevented us from modifying our design system/user interface and required us to use third-party service interfaces during verification flows. Another was appeasing stakeholders while also pushing back on the requirements from customer service, legal, marketing, and sales in order to streamline the sign up process.

For this project, I proposed a new process at BitGo: create a product vision before jumping into Version One. This provided a clear North Star, ensuring we designed with the future in mind while also deepening our understanding of the broader platform challenges we needed to solve.

Role

As Design Director, I led the project from vision to execution. My key responsibilities included:

• Defining the product vision and guiding the team through vision work
• Facilitating brainstorm sessions and aligning cross-functional teams
• Mentoring and collaborating with a junior designer throughout the design process
• Communicating the vision to leadership and securing stakeholder buy-in
• Ensuring alignment between this project and other in-flight initiatives for a cohesive product and brand experience

A critical part of my role was balancing cross-team collaboration—making sure all voices were heard while keeping the project focused and moving forward.

Team

Junior Designer: Joslyn Tsui Product Managers: Bonnie Shu / Mary Wang Lead Frontend Engineer: Yago Azevedo Design Director: Alex Lambert

Starting From The End