Undisclosed
A tinder like platform enabling B2B connections
A B2B networking platform that leverages AI-powered matching algorithms with an intuitive swipe interface, enabling efficient professional connections. The app combines familiar gesture-based interactions with advanced machine learning to facilitate meaningful business relationships.
Confidentiality Note:
As this product is still pre-launch, this case study examines my UX design process and methodology while maintaining client confidentiality. All specific product details, industry context, and business requirements have been anonymized to protect proprietary information.
My role
Product design, team leader
Year
2023-24, 8 months
Tools
Figma, Figjam, Maze
Discovery
User research
What onboarding methods do users prefer?
The initial research was completed before my engagement with the project however here's an overview of the testing and data used to validate our design work.
Usability testing
Three distinct onboarding styles were tested with 5 participants using scenario-based tasks and dummy data. The test order was randomized to mitigate potential sequence bias, and participants were selected from our product's target market.
Test objectives were:
Evaluate participant perception of each onboarding process
Identify user experience pain points
Gather recommendations for process improvement
Online surveys
Online surveys sought broader insights into user onboarding preferences. Data was collected from 18 participants spanning diverse demographic groups, ensuring a comprehensive view of potential user experiences.
Insights
Key User Insights from Usability Testing and Surveys:
Progress Indicators: Users are more likely to complete onboarding when aware of remaining steps
Continuous Process: Preference for completing onboarding in a single session
Flexibility: Desire to skip irrelevant steps
Complexity Concerns: 75% found onboarding processes too complex
Length Issues: 50% perceived onboarding as excessively time-consuming
Design
Contextualise
Content
With the user research data in mind we knew the onboarding process couldn't be too long and complex but in order to create the best matching experience we needed to obtain a certain amount of information from the 2 user types. We needed to define:
Specific details needed from each user type
Essential and deferrable information
Clearly communicate impact on matching ability of skipping questions
We set about listing questions that would fill in the user profile and allow the AI matching algorithm to work. We needed to ensure that every question for one user would have a corresponding question for the other which allowed a match.
Example
has
likes
How will 'User A' connect to 'User B'
We now needed to define the onboarding questions to be presented to each user, ensuring that for each question for User A, there is a mirrored question for User B.
User A
Personal Information
Name
Location
•••
Business Details
Details = X
Details = Y
Details = Z
Search Criteria
Criteria = A
Criteria = B
Criteria = C
User B
Personal Information
Name
Location
•••
Business Details
Details = A
Details = B
Details = C
Search Criteria
Criteria = X
Criteria = Y
Criteria = Z
Onboarding presentation
The team and I discussed various ways of onboarding the user to both educate them on the value of the app and to collect the relevant information needed for AI to match the users and provide the best product experience. The 2 main styles we were considering were:
Vertical scrolling - where questions were stacked and once answering all compulsary questions the user would reach the continue button at the end.
Progressive disclosure - where one question would be displayed on the screen at a time with a progress indicator showing how much of the process was left.
Vertical scroll
Progressive Disclosure
Together, we discussed pros and cons of each direction and decided on progressive disclosure for as it had the following benefits:
Focus: Simple steps with users answering one question at a time.
Explanations: Section introductions that help users understand why each piece of information matters
Progress: Progress indicator showing how much is left to complete
Flexibility: Allows skipping questions with notifications showing how the information could improve their experience
Cognitive Ease: Reduces mental strain by presenting information in small chunks
Ideation
Bringing it all together
After defining the onboarding content and layout, I drafted a user flow which the team and I collaboratively refined. I mapped out each question as a series of screens, exploring the best way to capture information and establish what the minimum entry requirement would be for user progression.
User flow
The user flow defined how the onboarding sequence would be split between collecting user information to build their profile and educating the user on the value the product.
Wireframes
I mapped out each question as a series of screens, exploring the best way to capture information and establish what the minimum entry requirement would be for user progression.
Iterate and Polish
Strategic decision to accelerate MVP development
As the product was still in seed phase, stakeholders agreed to prioritise MVP development over user testing to efficiently use limited funding and quickly demonstrate our product's potential to investors. By launching a rapid prototype, we could enter the market swiftly, showcase our core value proposition, and create a foundation for future refinements based on real-world insights.
UI Design
Creating components before design
As I was working on the onboarding feature, other designers in the team were working on other elements. Prior to any high fidelity design work, the design team collaboratively created a UI kit of reusable components which provided a base for the design system and a critical design foundation.
Colours
Text
Buttons
Icons
Progress indicators
Selection Items
Sliders
Lists
Present
Final MVP Mock ups
In order to protect the integrity of the project, the following mock-ups have been created using the actual style and components of the actual product but have been contextualised as a hospitality venue and supplier connection platform.
Next steps
Develop and ship MVP for investment
Our development team is bringing the MVP to life while our commercial team generates market interest, creating a compelling investment proposition. This dual approach strengthens our pitch to potential investors, laying the groundwork for our next phase of design post-funding.
Targeted user testing
Following investment, we'll evolve the product from MVP to our north star vision through a strategic design process. We'll first conduct comprehensive usability testing on existing features, including the onboarding sequence. This research will inform the development of new monetization features, including our subscription model, ensuring a seamless user experience that drives both engagement and revenue.