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2023 May - July ( 3 months )
Solo Designer
Figma, Figjam
User research, interviews, user journey map, wireframing, mid-fi prototyping, collaborating with clients & customer service team.
Tradefull is an eCommerce SaaS and 3PL platform that supports online businesses with tools for inventory management, order management, analytics, and end-to-end fulfillment services. As the company prepared for peak sales season, the operations team needed to onboard newly contracted clients more efficiently and bring in their inventory faster.
To support this goal, I initiated a product design project focused on reducing onboarding friction and optimizing the inbound shipments workflow for new clients.
Before new clients can generate their first sales, they must complete several onboarding and shipment-related steps—many of which were unclear, partially offline, or inconsistent across the platform. This resulted in:
The redesigned onboarding and shipments experience delivered measurable improvements:
To tackle this, I dissected the process that leads clients to generate their first sales by evaluating the existing operational workflow through interviews with clients and customer support teams. This research revealed opportunities to digitize offline tasks and optimize the onboarding experience.
As a result, I introduced a "Get Started" guide to provide clear onboarding steps and refined key pages—such as the dashboard, Create New Shipment, and All Shipments page—ensuring a consistent experience from account setup to shipment creation. These improvements align user needs with business goals, enhancing efficiency and engagement.
To understand the root causes, I conducted cross-functional research with:
Customer Service to identify common support questions.
Partner Success to understand recurring onboarding pain points.
Clients through interviews and journey-mapping their onboarding experience
Using service blueprints and user-journey analysis, I mapped friction points across the onboarding process, shipment creation flow, and offline operational steps that slowed clients down.
Research revealed several systemic issues:
Offline tasks created unnecessary delays and manual follow-ups
The dashboard did not clearly communicate next steps
Shipment creation required too many steps and lacked contextual guidance
Onboarding tasks were scattered across email, documents, and multiple pages
These gaps contributed to longer onboarding times and higher support needs.
I redesigned the onboarding and shipment workflows to create a more intuitive, guided, and self-serve experience.
Get to know user’s business demands by asking a series of onboarding questionnaires, this prepares for a personalized task checklist and customized dashboard design.
A structured, step-by-step start kit that centralizes onboarding tasks, gives clients a clear path from account activation to inventory inbound, and replaces several offline touchpoints.
Improved the dashboard to highlight next steps, task progress, and important alerts—reducing confusion and guiding clients confidently through onboarding.
Refined the Create New Shipment and All Shipments pages to streamline task completion, clarify requirements, and ensure consistency across the platform.
To design the first version of the onboarding setup guide, I started by wireframing multiple concepts inspired by well-established eCommerce platforms like Amazon Seller Central and Shopify.
I explored two design directions:
(1) A lightweight pop-up tutorial to introduce key tasks
(2) A full-page structured checklist that guides users through the onboarding process
Unsure which format best supported Tradefull’s complex onboarding flow, I collaborated with Partner Success, Customer Support, and Client Operations to obtain the actual task map—complete with real task types, dependencies, and sequence stages. Their insights made it clear that onboarding involved many interconnected steps that could not be effectively represented in a simple modal. Based on this, I committed to the full-page checklist design to provide a more structured and reliable framework for new clients.
The Challenge: Task Order Wasn't Clear Enough
During usability testing, participants appreciated having all tasks organized in one place, but several users struggled to understand:
❌ Which tasks were prerequisites
❌ Which tasks were high priority
❌ Which tasks could be done in parallel
The initial UI presented the tasks in a static list, which made it hard for users to distinguish dependencies or know what to do first.
Making Task Flow Intuitive and Actionable. To resolve this, I reorganized the entire structure of the guide:
(1) Labeled and grouped tasks by priority (e.g., “Start Here,” “Required Before First Shipment,” “Optional Setup”)
(2) Broke down larger tasks into smaller, actionable subtasks
(3) Added indicators for tasks that could be completed simultaneously, giving users more flexibility
(4) Clarified sequencing with visual hierarchy and progressive disclosure, reducing cognitive load
These refinements made the setup guide not only clearer but also more aligned with how clients and internal teams naturally thought about onboarding.
Outcome
Post-iteration testing showed that users could now:
Immediately identify the first tasks to complete
Understand which items were blocking their progress
Move through the setup with significantly less confusion
Before
Rely on clients onboarding coordinator to lecture and assist with novice clients’ onboarding process
After
Before
After
Before
After
This project reinforced the importance of deeply understanding both user needs and internal operational realities before committing to a design direction. While the initial wireframes provided a starting point, it was cross-functional collaboration and iterative user testing that revealed the true complexity behind client onboarding. By listening to feedback and being willing to rethink the structure, I was able to transform a linear, unclear checklist into a guided experience that supports users at every step.
I would further strengthen the experience by Exploring automation opportunities—for example, auto-generating certain shipment fields or pre-validating inventory data to remove even more manual steps.
A Product Designer
based in Washington DC-Baltimore Area
