The Problem - Onboarding
For the experience aspects of this project, we needed to make sure that prospective fundraisers understood the value of what’s a very complex business model. The second challenge to tackle was developing an onboarding system from scratch to help Kickfurther get new companies in their pipeline. Previously, this was all a manual process which ran into scalability problems.
Visually, we needed to improve the design language Kickfurther used to beautify their product and develop a basic style guide for their entire product.
Over the design process I developed a consistent color palatte and some UI conventions for the team to use at the end of my contract. The team didn't want anything too heavy so we came up with the few elements that we wanted to keep structured to this guide.
The business onboarding process started with the business landing page, with the goal of convincing a business, without any manual help, to sign up. We focused on conveying three values.
1. That Kickfurther will help you finance your inventory
2. That Kickfurther allows you to raise money from the people who care about your company.
3. That you can leverage the Kickfurther community to sell more products.
Business Landing Page
I included a “proven process” model to show exactly how a funded Kickfurther project might function since the process can be complicated. I used testimonials, financial metrics, and an offer calculator to add validation to our claims. Finally, I included their phone number to be consistent throughout the onboarding process so it’s always available if the business gets stuck during the process.
Onboarding Part 1
The goal of the first part of the onboarding was to create an elegant, simple-feeling signup process to capture basic information as soon as possible. The onboarding process will always been complicated and requires a large commitment, so I wanted to make it as easy as possible to capture basic user information (phone, email) so Kickfurther’s sales team could contact any user that got stuck.
Onboarding Part 2
The purpose of the second part of the onboarding was to get the user to begin creating a campaign. The problem with jumping the user directly into campaign creation is that they may not have all the data they need to answer the specific questions or may not be mentally ready to undergo a lengthy task. Thus, I included the option to jump around to any page, and save your work at any point. This increased flexibility allows users to work on their campaign on their own time.
Onboarding Part 3
Also critical was how to convey why we needed certain types of information from the business. For instance, why does Kickfurther need to know the shipping time for your products? What percentage return should you offer to your backers?
I inlcuded multiple states to help the business understand where in the process they were on the sub-nav, and how much more needed to be completed. A completed page had a blue checkmark on the sub-nav, an accessable page was a black link in the sub-nav, the active page had a blue highlight on the sub-nav, and an inaccessable page was gray in the sub-nav.
I tried to answer these questions through a combination of highly descriptive short texts and pre-automated calculations. Many of the complicated numbers/dates are now pre-calculated from basic data, with explanations along side. This removes the pressure on the user to make the calculations, and also helps educate the user on how those calculations are made and what they mean.
Onboarding Bank Information
It was important to capture bank information at the point of submission because all business accounts needed to be tied to bank accounts for security reasons. However, asking for bank information is a heavy request, and so I wanted to make sure the user was fully committed to at least exploring the Kickfurther platform before we asked for bank information. Therefore, the bank information modal is popped at the point when the user submits the new campaign, creating an incentive to fill in the bank information.
In order to make this form easier, we opted to auto-complete the bank name form, and only require routing and account numbers, the minimum required to prevent fraud.
A few months after the redesign, Kickfurther broke over $2M in fundraising for their companies, a stunning growth rate from when I initially started with them. The visual design, onboarding, and other product elements were successful and haven't required signifigant changes.