AI-Assisted Onboarding.

Overview

As the Head of Product Design for MNTN, I led a redesign of the onboarding process, aiming to significantly improve the user experience and conversion rates by incorporating AI in a strategic and non-intrusive manner.

Challenge

Our existing onboarding process had a low conversion rate, with only 15% of users completing the process. The original design caused confusion and anxiety, particularly around steps like billing, which was requested too early in the process. Many users dropped off due to opt-in anxiety or lack of immediate intent to purchase.

My role

As Head of Product Design, I led the redesign: identifying the pain points, removing unnecessary steps, deciding where AI added clear value, and prototyping the new flow in Figma.

Approach

To address this, we identified pain points and removed unnecessary steps, like billing, until users had a higher intent to complete a transaction, such as when they were ready to launch a campaign. We also integrated AI to streamline data collection. By automatically gathering site technology and company information, we reduced the manual effort required from users, while ensuring the process remained user-friendly and non-invasive.

AI integration

The goal was to improve the user experience without overwhelming them with excessive AI features. We used AI where it added clear value, such as collecting relevant data without requiring user input, while being careful not to compromise trust or appear intrusive.

Results

The streamlined onboarding process not only removed friction but also inspired a complete overhaul of the platform, significantly improving user engagement. This redesign had a broader impact on the platform’s overall user interface and experience, setting the foundation for future improvements.

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