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

Summary

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The following is the tl:dr, continue below for full case study.

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Context

BitGo, known for B2B crypto custody, was seeing retail interest—particularly from individual investors receiving token distributions. However, retail users dropped off due to an enterprise-grade experience with long KYC, unclear product access, and little onboarding guidance.

Role

As Design Director, I led this project from strategy to execution, with responsibility across product vision, execution, and organizational alignment.

• Led vision-driven approach that allowed fast execution without sacrificing future scalability
• Communicated the vision to executive leadership and secured stakeholder buy-in across Legal, Customer Service, Sales, Product, and Engineering
• Ensured product alignment with in-flight initiatives to maintain a cohesive user experience
• Facilitated cross-functional workshops to create vision and MVP
• Mentored a junior designer and partnered closely with PMs and engineering leads

Team

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

Challenge

“How can we onboard retail users in minutes—not days—while retaining BitGo’s security and regulatory integrity?”

Problems Identified: