Designing a scalable, self-serve onboarding for a fast-growing fintech
Onboarding for banking solutions can be a complex and time-consuming process. At Juni, we streamlined this experience, reducing declined applicants by 27%, increasing feature adoption by 54%, and improving capital approval rates by 24%.
Designing a scalable, self-serve onboarding for a fast-growing fintech
What I delivered
Activation Wizard: Simplified onboarding and activation, reducing friction and time to value.
Prequalification Flow: Qualified customers early, filtering and prioritizing applicants for a smoother process.
Platform Access for Pending Applicants: Enabled early engagement by letting applicants explore the platform before full approval.
In-App Support for New Customers: Provided real-time support to guide activated users and improve satisfaction.
Activation Wizard:
Simplified onboarding and activation, reducing friction and time to value.
Prequalification Flow:
Qualified customers early, filtering and prioritizing applicants for a smoother process.
Platform Access for Pending Applicants: Enabled early engagement by letting applicants explore the platform before full approval.
In-App Support for New Customers: Provided real-time support to guide activated users and improve satisfaction.
About Juni
Juni is a Swedish based financial platform built for eCommerce businesses, offering a powerful suite of banking, credit, and automation tools to supercharge cash flow management and drive scalable growth. Fresh off a Series B funding round, Juni was rapidly expanding its user base and internal operations, aiming to redefine the way businesses handle their financial needs.
Juni is a Swedish based financial platform built for eCommerce businesses, offering a powerful suite of banking, credit, and automation tools to supercharge cash flow management and drive scalable growth. Fresh off a Series B funding round, Juni was rapidly expanding its user base and internal operations, aiming to redefine the way businesses handle their financial needs.
Onboarding for banking solutions can be a complex and time-consuming process. At Juni, we streamlined this experience, reducing declined applicants by 27%, increasing feature adoption by 54%, and improving capital approval rates by 24%. The result? A faster, more efficient onboarding process that supports scalable growth and happy onboarding teams.
Understanding customer through
the lens of CS team
Apart from general UX audit, it was essential to understand friction points in onboarding and activation through the customer facing teams. I ran a series of discovery interviews and organized the findings into a User Journey map
Understanding the problem space
Understanding customer through
the lens of CS team
Apart from general UX audit, it was essential to understand friction points in onboarding and activation through the customer facing teams. I ran a series of discovery interviews and organized the findings into a User Journey map
Collaborating with the data team, we analyzed user progress through the onboarding flow and identified significant drop-offs. Key findings included:
1. Unqualified/Rejected Users: A high percentage were disqualified early on.
2. Churned Users: Many abandoned the process mid-way due to unclear steps.
3. Activation Failures: Users who completed onboarding still failed to activate accounts, often due to slow approvals.
Collaborating with the data team, we analyzed user progress through the onboarding flow and identified significant drop-offs. Key findings included:
Unqualified/Rejected Users:
A high percentage were disqualified early on
Churned Users:
Many abandoned the process mid-way due to unclear steps
Activation Failures:
Users who completed onboarding still failed to activate accounts, often due to slow approvals
Hypotheses
Hypotheses
Bridging the gap between onboarding and activation
Bridging the gap between onboarding and activation
Optimizing applicant filtering to reduce application declines
Optimizing applicant filtering to reduce application declines
Pre-approval product familiarization (Winning hackathon project)
Pre-approval product familiarization (Winning hackathon project)
In-app support for activated customers
In-app support for activated customers
Activation Wizard
Activation Wizard
Bridging the gap between onboarding and activation to reduce churn
Bridging the gap between onboarding and activation to reduce churn
To keep users engaged and reduce churn while waiting for approval, we introduced a wizard that let users start setting up their accounts. Inspired by platforms like Revolut, Ramp, and Hawk, these tasks helped users adopt key features early, ensuring they were ready to go as soon as approval came through.
By collaborating with the CS team and analyzing feature adoption data from existing users, we identified the key tasks in the onboarding process. The task definitions were driven by two factors: operational value for customers and business value for Juni.
To keep users engaged and reduce churn while waiting for approval, we introduced a wizard that let users start setting up their accounts. Inspired by platforms like Revolut, Ramp, and Hawk, these tasks helped users adopt key features early, ensuring they were ready to go as soon as approval came through.
By collaborating with the CS team and analyzing feature adoption data from existing users, we identified the key tasks in the onboarding process. The task definitions were driven by two factors: operational value for customers and business value for Juni.
Integrate banks and payment gateways
Transaction feature will display recent bank transactions from all integrated services.
Analytics feature and Home dashboard will showcase sections like balance charts, expenses, and revenue.
Integrate banks and payment gateways
Highlighting the option to start benefiting from the credit offering early would be a key driver in completing the onboarding process.
This approach would also allow the credit team to begin the underwriting process more quickly.
Integrate ad networks
Given our ICP — e-commerce businesses, dropshippers, and affiliate networks — providing a comprehensive finance overview tied to ad network performance is essential.
Connect Gmail
By integrating Gmail, we allowed customers to get their invoices fetched directly through the API - this would in end effect allow users to streamline their invoice payment process
Add funds
Topping up the account with own funds was the primary indicator of user activation.
However, this was dependent on their KYB status — users could only complete activation and access the full functionality of the application once KYB approval was granted.
Metrics we observed
Churn / drop off in the onboarding process
No. of adopted features during onboarding
No. of customers topping up account
No. of customers submitting their credit application
Integrate banks and payment gateways
Transaction feature will display recent bank transactions from all integrated services.
Analytics feature and Home dashboard will showcase sections like balance charts, expenses, and revenue.
Integrate banks and payment gateways
Highlighting the option to start benefiting from the credit offering early would be a key driver in completing the onboarding process.
This approach would also allow the credit team to begin the underwriting process more quickly.
Integrate ad networks
Given our ICP — e-commerce businesses, dropshippers, and affiliate networks — providing a comprehensive finance overview tied to ad network performance is essential.
Connect Gmail
By integrating Gmail, we allowed customers to get their invoices fetched directly through the API - this would in end effect allow users to streamline their invoice payment process
Add funds
Topping up the account with own funds was the primary indicator of user activation.
However, this was dependent on their KYB status — users could only complete activation and access the full functionality of the application once KYB approval was granted.
Defining frontend events in Segment
In addition to monitoring events through APIs (e.g., Open Banking, Ad networks), we also set up frontend events using Segment. Key events included:
1. Step started
2. Step completed
3. Activation Wizard started
4. Activation Wizard completed
By tracking the conversion rates between events (1 → 2) and (3 → 4), we were able to pinpoint friction points and iterate as needed. The adoption of each feature also helped identify redundant steps that could be removed or replaced.
Results
The initial rollout helped us validate key assumptions through quant data in Metabase and identify friction points in the onboarding flow. We saw improved engagement with pre-approval tasks, increased adoption of key features, and clearer signals of user intent. This allowed us to prioritize high-impact improvements for the next iteration.
We observed a slight decrease in drop-off rates during the Activation Wizard stage.
Two features stood out in terms of adoption:
- Open Banking integration
- Credit applicationThe least engaged action was Adding funds the account, primarily due to:
-Incomplete KYB approvals for many users
-Topping up signaled full platform adoption, which not all users were ready for at that stage
Assumption 1: Users didn’t clearly understand the value of completing these actions so early in the process.
✅ Added short videos to help users understand the value of each action
✅ Included brief descriptions to explain each step
✅ Introduced a skip option, allowing users to move past actions they weren’t ready to complete
Assumption 2: The required actions did not align with what customers were looking for.
✅ We added more actions to get users onboarded (Connect ERP)
- To help Juni to collect more information to streamline onboarding process
- To provide additional actions that would help users speed up the onboarding process
Product vision (productivity tool for finance teams)
Additional findings from Hotjar pointed towards stepping away from grid view and explore the list. This confirmed our assumptions that we set during product vision prototyping (our goal was to shift the strategy from the purely financial tool to a more productivity focus product revolving around tasks - that are easier to manage from the list.
New iterations brought promising results
1.2. to 3.4
Adopted features during onboarding
3x
ERP integration
MoM
-27%
Churn during onboarding stage
While the Activation Wizard helped approved customers onboard more quickly, the number of declined applicants remained the same. This put additional strain on the Operations team, who had to process users that were ultimately rejected, and led to frustration among applicants who completed onboarding steps but were later declined.
This lead us to explore options of prequalifying customers early on, so that only qualified customers were able to access onboarding flow.
Defining frontend events in Segment
In addition to monitoring events through APIs (e.g., Open Banking, Ad networks), we also set up frontend events using Segment. Key events included:
1. Step started
2. Step completed
3. Activation Wizard started
4. Activation Wizard completed
By tracking the conversion rates between events (1 → 2) and (3 → 4), we were able to pinpoint friction points and iterate as needed. The adoption of each feature also helped identify redundant steps that could be removed or replaced.
Results
The initial rollout helped us validate key assumptions through quant data in Metabase and identify friction points in the onboarding flow. We saw improved engagement with pre-approval tasks, increased adoption of key features, and clearer signals of user intent. This allowed us to prioritize high-impact improvements for the next iteration.
We observed a slight decrease in drop-off rates during the Activation Wizard stage.
Two features stood out in terms of adoption:
- Open Banking integration
- Credit application
The least engaged action was Adding funds the account, primarily due to:
-Incomplete KYB approvals for many users
-Topping up signaled full platform adoption, which not all users were ready for at that stage
Assumption 1: Users didn’t clearly understand the value of completing these actions so early in the process.
✅ Added short videos to help users understand the value of each action
✅ Included brief descriptions to explain each step
✅ Introduced a skip option, allowing users to move past actions they weren’t ready to complete
Assumption 2: The required actions did not align with what customers were looking for.
✅ We added more actions to get users onboarded (Connect ERP)
- To help Juni to collect more information to streamline onboarding process
- To provide additional actions that would help users speed up the onboarding process
Product vision (productivity tool for finance teams)
New iterations brought promising results
1.2. to 3.4
Adopted features during onboarding
3x
ERP integration
MoM
-27%
Churn during onboarding stage
While the Activation Wizard helped approved customers onboard more quickly, the number of declined applicants remained the same. This put additional strain on the Operations team, who had to process users that were ultimately rejected, and led to frustration among applicants who completed onboarding steps but were later declined.
This lead us to explore options of prequalifying customers early on, so that only qualified customers were able to access onboarding flow.
Additional findings from Hotjar pointed towards stepping away from grid view and explore the list. This confirmed our assumptions that we set during product vision prototyping (our goal was to shift the strategy from the purely financial tool to a more productivity focus product revolving around tasks - that are easier to manage from the list.
Prequalification questionnaire
Optimizing applicant filtering to reduce declines
Inspired by market leaders like Ramp and Brex, we introduced a Prequalification Questionnaire placed before the onboarding flow to address both issue. This allowed us to evaluate applicants early in the process, reducing unnecessary strain on internal teams and improving transparency for users.
Inspired by market leaders like Ramp and Brex, we introduced a Prequalification Questionnaire placed before the onboarding flow to address both issue. This allowed us to evaluate applicants early in the process, reducing unnecessary strain on internal teams and improving transparency for users.
Inspired by market leaders like Ramp and Brex, we introduced a Prequalification Questionnaire placed before the onboarding flow to address both issue. This allowed us to evaluate applicants early in the process, reducing unnecessary strain on internal teams and improving transparency for users.
The questionnaire consisted of 4 basic questions to estimate the customer eligibility:
Country of registration
Website URL
Estimated annual revenue
Current liquidity
We split the qualification of aplicants into 3 categories:
High value applicant: Deserving assisted onboarding with the support of Operations team
Low value applicant: Allowing user to self-serve through our onboarding and activation flow
Disqualified applicant: Not meeting criteria / Not allowed to proceed until conditions were met
Low value applicant
High value applicant
Disqualified applicant
By this simple implementation, we’ve achieved a few very positive outcomes:
The questionnaire consisted of 4 basic questions to estimate the customer eligibility:
Country of registration
Website URL
Estimated annual revenue
Current liquidity
The questionnaire consisted of 4 basic questions to estimate the customer eligibility:
Country of registration
Website URL
Estimated annual revenue
Current liquidity
We split the qualification of aplicants into 3 categories:
High value applicant: Deserving assisted onboarding with the support of Operations team
Low value applicant: Allowing user to self-serve through our onboarding and activation flow
Disqualified applicant: Not meeting criteria / Not allowed to proceed until conditions were met
Low value applicant
High value applicant
Disqualified applicant
By this simple implementation, we’ve achieved a few very positive outcomes:
By this simple implementation, we’ve achieved a few very positive outcomes:
-27%
Declined customer during onboarding
4.2 to 4.3
Improved Trust pilot score
10x
Happier
Operations team
Prequalification questionnaire
Optimizing applicant filtering to reduce declines
Inspired by market leaders like Ramp and Brex, we introduced a Prequalification Questionnaire placed before the onboarding flow to address both issue. This allowed us to evaluate applicants early in the process, reducing unnecessary strain on internal teams and improving transparency for users.
The questionnaire consisted of 4 basic questions to estimate the customer eligibility:
Country of registration
Website URL
Estimated annual revenue
Current liquidity
We split the qualification of aplicants into 3 categories:
High value applicant: Deserving assisted onboarding with the support of Operations team
Low value applicant: Allowing user to self-serve through our onboarding and activation flow
Disqualified applicant: Not meeting criteria / Not allowed to proceed until conditions were met
Low value applicant
High value applicant
Disqualified applicant
By this simple implementation, we’ve achieved a few very positive outcomes:
-27%
Declined customer during onboarding
4.2 to 4.3
Improved Trust pilot score
10x
Happier
Operations team
Turning credit demand into a curated onboarding flow
Turning credit demand into a curated onboarding flow
Following the early success of the Prequalification Questionnaire, we expanded the initiative to focus specifically on credit customers (as a main revenue driver), who represent the majority of our user base.
By discovering credit intent early, we were able to route qualified applicants into a curated onboarding flow, designed to accelerate time-to-value. This allowed us to deliver a concierge-style experience, tailored to their needs—driving faster activation, improving credit feature adoption, and enabling more efficient support from internal teams.
Following the early success of the Prequalification Questionnaire, we expanded the initiative to focus specifically on credit customers (as a main revenue driver), who represent the majority of our user base.
By discovering credit intent early, we were able to route qualified applicants into a curated onboarding flow, designed to accelerate time-to-value. This allowed us to deliver a concierge-style experience, tailored to their needs—driving faster activation, improving credit feature adoption, and enabling more efficient support from internal teams.
We introduced an additional question in the Prequalification flow to identify which features users were most interested in—helping us tailor their onboarding journey based on intent.
Country of registration
Website URL
Which features you’re interested in? (NEW)
Estimated annual revenue
Current liquidity
We introduced an additional question in the Prequalification flow to identify which features users were most interested in—helping us tailor their onboarding journey based on intent.
Country of registration
Website URL
Which features you’re interested in? (NEW)
Estimated annual revenue
Current liquidity
We've added 2 more applicant categories to the existing 3:
High value applicant: Deserving assisted onboarding with the support of Operations team
Low value applicant: Allowing user to self-serve through our onboarding and activation flow
Disqualified applicant: Not meeting criteria / Not allowed to proceed until conditions were met
High value applicant / Credit interested: Assisted onboarding with Credit focus
Low value / Credit interested: Self-serve with optional Credit focus
We've added 2 more applicant categories to the existing 3:
High value applicant: Deserving assisted onboarding with the support of Operations team
Low value applicant: Allowing user to self-serve through our onboarding and activation flow
Disqualified applicant: Not meeting criteria / Not allowed to proceed until conditions were met
High value applicant / Credit interested: Assisted onboarding with Credit focus
Low value / Credit interested: Self-serve with optional Credit focus
New Prequal form addition
Based on user insights and early signals from the Prequalification flow, we formed a new assumption: offering differentiated onboarding experiences based on user type and intent could improve both feature adoption and activation rates. This laid the groundwork for the hypothesis below.
Based on user insights and early signals from the Prequalification flow, we formed a new assumption: offering differentiated onboarding experiences based on user type and intent could improve both feature adoption and activation rates. This laid the groundwork for the hypothesis below.
Prequalification flow
Hypothesis
Hypothesis
By offering customers with tailored onboarding experience, we can achieve better feature adoption and faster activation.
What did we do?
What did we do?
We organized the Activation Wizard around tasks critical to both Credit application and platform activation, using feature adoption data from Metabase to assess user value. These actions were then prioritized in a clear matrix to align stakeholders and guide implementation.
We followed similiar metrics as the previous iterations (and added a new one) to validate our assumptions:
We followed similiar metrics as the previous iterations (and added a new one) to validate our assumptions:
Churn / drop off in the onboarding process
No. of adopted features during onboarding
No. of customers topping up account
No. of customers with approved credit applications
I organized onboarding tasks into a matrix based on user value and adoption levels (informed by Metabase insights). This allowed us to tailor the onboarding experience to each applicant type by prioritizing actions that were both impactful and relevant.
I organized onboarding tasks into a matrix based on user value and adoption levels (informed by Metabase insights). This allowed us to tailor the onboarding experience to each applicant type by prioritizing actions that were both impactful and relevant.
Applicant with credit intent
Applicant with no (initial) credit intent
Improvements we observed for Credit applicants
Improvements we observed for Credit applicants
-32%
-32%
Reduced churn for credit applicants
Reduced churn for credit applicants
By providing clearer guidance with a focused goal—getting credit fast—we significantly reduced applicant churn during onboarding
By providing clearer guidance with a focused goal—getting credit fast—we significantly reduced applicant churn during onboarding
2.4 to 3.7
2.4 to 3.7
Improvement in feature adoption metrics
Improvement in feature adoption metrics
By clearly outlining the required integrations for application completion, we saw a notable increase in feature adoption.
By clearly outlining the required integrations for application completion, we saw a notable increase in feature adoption.
+24%
+24%
Improved approval rates for credit customer
Improved approval rates for credit customer
By enabling customers to share their financial data through integrations, we improved approval rates and reduced underwriting time.
By enabling customers to share their financial data through integrations, we improved approval rates and reduced underwriting time.
Pre-approval product familiarization
Unlocking all features during onboarding to drive early engagement and adoption
Inspired by market leaders like Ramp and Brex, we introduced a Prequalification Questionnaire placed before the onboarding flow to address both issue. This allowed us to evaluate applicants early in the process, reducing unnecessary strain on internal teams and improving transparency for users.
Inspiration
It was Revolut Business and Pleo that has inspired this initiative. We strongly believed that if some of our major competitors used this formp of user onboarding, they must be up to something
Concerns
One key concern was that too much freedom might distract applicants with secondary features, causing them to overlook the critical steps needed to get their account up and running.
Implementing this approach required close collaboration with the platform team to manage user roles and permissions, as not all user types were allowed the same level of access during onboarding.
Since Juni didn’t offer a freemium version, we had to define the point at which an applicant became eligible for pricing consideration. Not offering freemium version was a significant blocker.
Status quo
Our onboarding process was rigid, offering clear guidance but no flexibility to navigate between stages. Users were effectively stuck in a "vacuum" until completion.
Our onboarding process was rigid, offering clear guidance but no flexibility to navigate between stages. Users were effectively stuck in a "vacuum" until completion.
Original onboarding flow
'Early access framework'
To gain buy-in from stakeholders and management, I defined a framework that included essential onboarding features, 'default-enabled features,' and those with dependencies. After several discussions, I developed a list that served as the foundation for this framework.
What changes the new framework entailed
We dramatically reduced the amount stages the applicant had to pass in order to unlock the full app experience. By prequalifying customers and collecting their personal details through Gmail sign up we’ve reduced time-to-value by 40%. The question remained what features we would surface to applicants once they enter the app experience.
We dramatically reduced the amount stages the applicant had to pass in order to unlock the full app experience. By prequalifying customers and collecting their personal details through Gmail sign up we’ve reduced time-to-value by 40%. The question remained what features we would surface to applicants once they enter the app experience.
Financial operations
Financial operations
All financial operations were locked until onboarding was complete. Whenever a feature was accessed, users were rerouted to the application process.
All financial operations were locked until onboarding was complete. Whenever a feature was accessed, users were rerouted to the application process.
Business analytics
Business analytics
Integrations were accessible from two entry points: the onboarding wizard and contextually within feature tabs as empty states.
Integrations were accessible from two entry points: the onboarding wizard and contextually within feature tabs as empty states.
Features with dependency
Features with dependency
Users could interact with these features, but their access was limited based on the stage of the application process.
4o mini
Users could interact with these features, but their access was limited based on the stage of the application process.
4o mini
In-app support for activated customers
Introducing notification framework for all teams + 2 new notification channels
One of the main concerns that - as Growth team - had to address was how we communicate with the customers and keep the engaged with the platform. Until the notification framework was rolled out, Juni was using only emails to inform customers about anything in the platform.
Problem
How can we design a platform that delivers personalized notifications, categorizing them into critical and non-critical types, while ensuring users stay informed, engaged, and motivated to interact with the platform regularly?
What did we do?
What did we do?
We built a notification framework that categorizes updates and assigns them to distinct channels per category, with customizable settings for triggering and delivery to keep users informed without overwhelming them.
Additionally, emails were triggered from multiple sources: Mandrill, Mailchimp, Pardot and Hubspot. I collected all emails and organized them by:
- category
- responsible team
- nature of the
- message
- channel
- customizability
Introducting 2 notification channels
It became clear that introducing 2 more notification channels is essential to maintain clarity and bring more stucture into chaos. We’ve agreed internally that tasks and in-app notifications would help us achieve the goals.
Tasks / Action cards
Tasks / Action cards
Action cards have been a long-awaited initiative, aimed at surfacing tasks and enriching the home dashboard with immediately actionable items that reflect the current status of the account. This initiative also laid the foundation for a productivity-focused approach, which we later presented in the product vision.
Action cards couldn't be controlled through the notification center. Instead, they were triggered by individual teams whenever an action was required.
Action cards have been a long-awaited initiative, aimed at surfacing tasks and enriching the home dashboard with immediately actionable items that reflect the current status of the account. This initiative also laid the foundation for a productivity-focused approach, which we later presented in the product vision.
Action cards couldn't be controlled through the notification center. Instead, they were triggered by individual teams whenever an action was required.
In-app notifications
In-app notifications
In-app notifications served as a supporting communication channel to provide users with non-essential information that included information such as payment confirmations, team changes, analytics trends, and more.
All in-app notifications were fully customizable (depending on the user type) in the Notification center.
Product tours
Product tour was another intiative I lead, to bring us on par with other market players as well, as minimize as making activation of Juni customers more product-led.
After discussing with our engineering team, it became apparent that opting for a 3rd party solution would saves a lot of engineering time, making feature teams more independent when creating feature related product tours.
Product tour was another intiative I lead, to bring us on par with other market players as well, as minimize as making activation of Juni customers more product-led.
After discussing with our engineering team, it became apparent that opting for a 3rd party solution would saves a lot of engineering time, making feature teams more independent when creating feature related product tours.
How we boosted the onboarding for new customers
1.2 to 3.7
Feature adoption
14 to 12
Days of credit processing time
+23%
% KYC started / KYC approved
-37%
-37%
CS request processing time
CS request processing time
+23%
% KYC started / KYC approved
Enhanced user journey
Improved user experience
By integrating tools like a prequalification questionnaire, Activation Wizard, and in-app support, we have significantly improved the user experience. These enhancements ensure that the right leads enter the funnel and receive a tailored experience from day one, delivering the right information at the right time.
Pre-approval product familiarization
Unlocking all features during onboarding to drive early engagement and adoption
Inspired by market leaders like Ramp and Brex, we introduced a Prequalification Questionnaire placed before the onboarding flow to address both issue. This allowed us to evaluate applicants early in the process, reducing unnecessary strain on internal teams and improving transparency for users.
Inspiration
It was Revolut Business and Pleo that has inspired this initiative. We strongly believed that if some of our major competitors used this formp of user onboarding, they must be up to something
Concerns
One key concern was that too much freedom might distract applicants with secondary features, causing them to overlook the critical steps needed to get their account up and running.
Implementing this approach required close collaboration with the platform team to manage user roles and permissions, as not all user types were allowed the same level of access during onboarding.
Since Juni didn’t offer a freemium version, we had to define the point at which an applicant became eligible for pricing consideration. Not offering freemium version was a significant blocker.
Status quo
Our onboarding process was rigid, offering clear guidance but no flexibility to navigate between stages. Users were effectively stuck in a "vacuum" until completion.
Original onboarding flow
'Early access framework'
To gain buy-in from stakeholders and management, I defined a framework that included essential onboarding features, 'default-enabled features,' and those with dependencies. After several discussions, I developed a list that served as the foundation for this framework.
What changes the new framework entailed
We dramatically reduced the amount stages the applicant had to pass in order to unlock the full app experience. By prequalifying customers and collecting their personal details through Gmail sign up we’ve reduced time-to-value by 40%. The question remained what features we would surface to applicants once they enter the app experience.
Financial operations
All financial operations were locked until onboarding was complete. Whenever a feature was accessed, users were rerouted to the application process.
Business analytics
Integrations were accessible from two entry points: the onboarding wizard and contextually within feature tabs as empty states.
Features with dependency
Users could interact with these features, but their access was limited based on the stage of the application process.
In-app support for activated customers
Introducing notification framework for all teams + 2 new notification channels
One of the main concerns that - as Growth team - had to address was how we communicate with the customers and keep the engaged with the platform. Until the notification framework was rolled out, Juni was using only emails to inform customers about anything in the platform.
Problem
How can we design a platform that delivers personalized notifications, categorizing them into critical and non-critical types, while ensuring users stay informed, engaged, and motivated to interact with the platform regularly?
What did we do?
We built a notification framework that categorizes updates and assigns them to distinct channels per category, with customizable settings for triggering and delivery to keep users informed without overwhelming them.
Additionally, emails were triggered from multiple sources: Mandrill, Mailchimp, Pardot and Hubspot. I collected all emails and organized them by:
- category
- responsible team
- nature of the
- message
- channel
- customizability
Introducting 2 notification channels
It became clear that introducing 2 more notification channels is essential to maintain clarity and bring more stucture into chaos. We’ve agreed internally that tasks and in-app notifications would help us achieve the goals.
Tasks / Action cards
Action cards have been a long-awaited initiative, aimed at surfacing tasks and enriching the home dashboard with immediately actionable items that reflect the current status of the account. This initiative also laid the foundation for a productivity-focused approach, which we later presented in the product vision.
Action cards couldn't be controlled through the notification center. Instead, they were triggered by individual teams whenever an action was required.
In-app notifications
In-app notifications served as a supporting communication channel to provide users with non-essential information that included information such as payment confirmations, team changes, analytics trends, and more.
All in-app notifications were fully customizable (depending on the user type) in the Notification center.
Product tours
Product tour was another intiative I lead, to bring us on par with other market players as well, as minimize as making activation of Juni customers more product-led.
After discussing with our engineering team, it became apparent that opting for a 3rd party solution would saves a lot of engineering time, making feature teams more independent when creating feature related product tours.
How we boosted the onboarding for new customers
1.2 to 3.7
Feature adoption
14 to 12
Days of credit processing time
+23%
% KYC started / KYC approved
-37%
CS request processing time
Enhanced user journey
By integrating tools like a prequalification questionnaire, Activation Wizard, and in-app support, we have significantly improved the user experience. These enhancements ensure that the right leads enter the funnel and receive a tailored experience from day one, delivering the right information at the right time.