My Role & Team

I was the lead designer collaborating with one designer, two product managers, an engineering manager & 7 engineers. 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

The Challenge

Restaurants using Toast's Digital Storefront Pro Suite faced a disjointed and unclear onboarding process that hindered their ability to effectively set up their online presence. This resulted in low task completion rates, high customer churn, and an increase in support tickets, highlighting the need for a streamlined and intuitive onboarding experience that instills confidence and aligns with customers' branding and operational needs.

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Early Insights: Identifying Key Pain Points in the Onboarding Experience

The existing onboarding process was fragmented across multiple experiences, each lacking cohesion and consistency. None of the flows provided previews or renders, leaving customers confused about what they were setting up and how it would align with their brand.

For this project, we analyzed over 100 support tickets from the past six months and found that 65% were tied to confusion during setup or incomplete onboarding tasks.
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These insights, combined with customer interviews, highlighted key pain points like unclear branding configurations and insufficient guidance, shaping our approach to redesign the process.

The Research

To better understand the challenges users were facing, we conducted interviews with 10 customers who had experienced issues during the onboarding process. The interviews revealed recurring frustrations around the lack of visual clarity and guidance.

One customer shared, "I just want to see exactly what my site is going to look like as I set it up. I need previews and renders to feel confident in what I’m creating—otherwise, I’m just guessing."
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This insight reinforced the need for real-time previews and clearer direction throughout the process.

Step 1: Branding & Basics

By moving branding configurations to the beginning of the onboarding process, customers can see how these configurations cascade across their products in the preview, as well as a mobile and desktop view.

Step 2: Pick your pages

Next, they can select what they want to set up. Some customer would only like an Online Ordering page, some would just like a website with additional pages, it really depended on their restaurant model and if they used 3rd Party Ordering services.

Step 3: Site Layout

If a customer wanted to set up a website, they can select a homepage theme, and since we have most of the basic branding assets, they'd see a preview of what their logo and brand color look like in the preview.

Step 4: Customize Online Ordering

For customers who also wanted to configure their Online Ordering page, they could do that as well here. Normally, Online Ordering pages were a "set it and forget it"