Self-service Enterprise Onboarding Experience
/ service design
Transforming complex B2B onboarding into a seamless, self-guided experience and reduce support dependency
Client
British Petroleum
Industry
Energy & Utilities
Duration
9 weeks
Scope of work
Research, Service Design, System Design, UX Design, Business Analysis
Deliverables
As-is blueprints, golden thread, insights & pain-points, archetypes, future service blueprint, wireframes
challenge
The client had over 500 B2B customers across three product lines who constantly switched between the three product platforms to perform varied tasks.
Each time, they had to login with separate login credentials for each platform causing challenges especially while onboarding new users. Users had to undergo confusing setup steps, poor visibility into progress, and an over-reliance on customer support for even routine tasks.
The aim was to create a self-service onboarding and account management platform that simplifies the process, empowers users with autonomy, and supports enterprise growth without increasing operational overhead.
approach
Market/Competitor Research
Collating Existing Research
Extensive Qualitative Interviews
Analysis of legacy technology
As-is Journey Mapping
Pain Points’ Analysis
Stakeholder Alignment via Golden Thread
Future-state Blueprinting
Collaboration & Co-creation
High-level Wireframes
Business Requirement Documentation
Successful Handover
solution
A self-service customer experience platform for B2B customers that transforms enterprise onboarding into a clear, guided, and scalable experience.
By integrating technology, structured journeys, and proactive guidance, the platform reduces support dependency, increases process transparency, speeds up onboarding, and improves user confidence.
End-to-End Service Design Approach
Seamless customer onboarding experience
Proactive internal support to avoid user frustrations.
Reduced support dependency
my role
Competitor Research, User Research, Business Analysis, Tech Analysis
Service and System design thinking to develop an improved customer onboarding experience for the client platform
High-level wireframes that visualise the user journey
Cross-collaboration with Tech SMEs, Business teams and UX designers
Aligning the solution with different product teams
Ensured alignment between business needs and delivery by developing a clear implementation strategy and timeline, while documenting detailed requirements and business analysis on the ADO board to support effective project management and collaboration.
10
weeks
40
pain points
3
journey maps
250
business requirements
20
UX wireframes
1
blueprint
problem statement
How might we standardise the onboarding of B2B customers onto the client platform so that repetitive & redundant processes are reduced across teams, and the efficiency of processes can be increased?
1 week
research, interviews
2 weeks
journey mapping
4 days
golden thread
1 week
stakeholder alignment
2 weeks
creative collab
2 weeks
blueprint, wireframes
stakeholders
B2B Customers (Admin and End-user)
Management teams
Sales & Support teams
Product Owners
Internal development Team
Operations Teams
research insights/pain points
User Registration/Authentication and Activation processes for B2B customers are tedious and time consuming, requiring constant customer support
Constant switching between 4 - 5 platforms and communication systems by internal and external users.
Too many accounts, usernames and passwords for every product/service resulting in a confusing user experience.
Lack of transparency for both external customers & internal teams in tracking progress of the onboarding.
B2B customers are heavily dependent on the internal teams for every requirement increasing customer complaints and delayed responses.
as-is journey maps
As-is blueprint for product line 1
As-is blueprint for product line 2
As-is blueprint for product line 3
golden thread
solution
1.
A standardised onboarding portal for B2B customers to enabling quick and consistent product account activation.
2.
Increased transparency with customers able to actively track the status of their accounts throughout the onboarding journey.
3.
Single sign-on with one set of login credentials across all product platforms for a seamless experience. Option for password-less login.
4.
Fast and secure activation, with email-based links, expiry controls, and safe processes for resending when needed.
5.
A dedicated internal system for Account Managers, Sales, and Tech Support to monitor onboarding progress, manage customer users, and provide timely support when required.
6.
A dedicated B2B customer portal with a clear overview of account details, required actions, and user management tools.
7.
Future-ready blueprint for expanding the model across other enterprise contexts.
8.
High-level wireframes to help visualise the journey and have a starting point for UX/UI design development.
9.
Developed a clear implementation strategy and timeline, supported by detailed business analysis and documented requirements on the ADO board for effective project management.
service design blueprint - future journey
business analysis & documentation
1.
Stakeholder buy-in:
1.
Stakeholder buy-in took longer than expected, requiring extensive cross-collaboration across 3 product lines and alignment across multiple teams before moving forward.
2.
Technology understanding
2.
Gained a stronger understanding of the interplay between front-end and back-end technologies, helping me design with technical feasibility in mind.
3.
Smooth Handover
3.
Handing over to UX/UI and development teams revealed gaps, leading to valuable modifications that improved the overall experience.
4.
Scalability
3.
Learned how to build scalable systems, creating solutions that grow with business needs rather than needing reinvention.
key takeaways
1.
Reduced support dependency and customer complaints and queries.
2.
The wait time was reduced by 18% by providing the B2B customers with the ability to manage their own users.
3.
Increase in customer satisfaction, retention rate and user engagement, with more autonomy and visibility throughout the process.
4.
Enabled scalability, allowing the enterprise to onboard more users without growing support costs.
impact
