TLDR; Redesigned the onboarding experience for Toast's digital storefront suite, streamlining the process to boost customer confidence and activation rates. By integrating branding tools, flexible product setups, and real-time previews, the project achieved a 64% increase in task completion and reduced support tickets by 30% year-over-year.
My Role & Team
I was the lead designer collaborating with one designer, two product managers, an engineering manager & an engineering team. This project was completed in 3 months.
I was responsible for the UX, research and strategy of this project, along with designing the manual flow
I was responsible for the UX, research and strategy of this project, along with designing the manual flow
The Problem
Onboarding for Toast’s Digital Storefront Pro Suite was all over the place. Customers were dropped into disconnected tools with no previews, no guidance, and no idea how things would actually look when live. Unsurprisingly, setup tasks weren’t getting finished and support tickets were piling up.
After digging into tickets and talking to customers, one thing became clear: they needed a simpler, more intuitive way to get online, with clear visuals and support every step of the way.
The Fix
We redesigned onboarding to offer two clear paths:
Manual Setup: A step-by-step, customizable flow with real-time previews for users who want more control and detail.
Express Setup: A lightning-fast, AI-assisted flow that could generate a branded site and ordering page in just a few clicks. Perfect for busy operators who just want to get online quickly.
We started by launching the Manual path, giving users the clarity and guidance they were missing, while laying the foundation for the future Express version.
The Manual Setup
The Express Setup
Results:
As of October 2024, Improvements to the onboarding experience boosted customer retention from 50% to 82% by task completion rate, lowering 30% of care tickets YoY
Next steps:
As our product suite grows, we will also include a self-service onboarding for the branded app (currently in beta) in this flow in the future.
The success of this flow also sparked cross-functional conversations with other teams to unify the onboarding experience across all products that use branding customizations, such as the POS and in-store Kiosks
The success of this flow also sparked cross-functional conversations with other teams to unify the onboarding experience across all products that use branding customizations, such as the POS and in-store Kiosks