Reducing Drop-Off: Unmoderated Usability Testing for B2B2C Onboarding
Identified usability fixes that could reduce account creation drop-off by up to 25%.
Image of user onboarding to a digital platform.
Overview (TLDR)
This study evaluated a redesigned account creation flow for a B2B2C digital platform. I partnered closely with product managers, product owners, Google Analytics analysts, and UX designers to ensure research questions were aligned with business needs and that research insights fed directly into design iterations. Using a Figma prototype, I conducted remote unmoderated usability testing to identify friction points and inform design decisions. The goal was to reduce drop-off rates and improve the onboarding experience as part of a broader digital transformation initiative.
Context
In enterprise environments, first impressions matter, and account creation is often the first hurdle. This project was part of a broader digital transformation effort at a Fortune 100 company, where the onboarding flow for a key B2B2C platform was causing friction. Users were dropping off before completing setup. The goal was clear: simplify the experience and reduce barriers to entry. This project reinforced that the beginning of the user journey sets the tone for everything that follows. Getting it right isn’t optional; it’s essential.
My Role
I served as the UX Researcher, responsible for creating the research plan, recruiting participants, executing the research, and synthesizing findings into actionable recommendations for design and product stakeholders.
Research Goals
Evaluate user comprehension and perceptions of the prototype and overall onboarding experience during account creation.
Identify user preferences for third-party login options, verification methods, business usernames, and related onboarding choices.
Timeline
Working on multiple workstreams at once meant staying focused and intentional. I prioritized high-impact activities, especially recruitment and synthesis, to ensure the research delivered value without delay.
6 weeks, half-time capacity with other projects going simultaneously
Recruitment (2+ weeks): Finding the right participants took time. We needed professionals with relevant roles—project managers, procurement specialists, operations leads—across multiple industries and geographies. Careful screening ensured contextual relevance.
Interviewing (2 weeks): Conducted remote usability testing using a Figma prototype, focusing on how users navigated the redesigned account creation flow.
Synthesis & Reporting (2 weeks): Analyzed qualitative data, coded responses in Dovetail, and collaborated with designers and product partners to translate findings into design iterations.
Methods
Testing a prototype is like watching a rehearsal: you see what works, what doesn’t. In this case, the Figma prototype gave us a view of how users would interact with the new onboarding flow, and the research helped shape it before it went to development.
To evaluate the proposed onboarding redesign, I designed remote unmoderated usability testing using a Figma prototype made by the designer on my team.
Research Process
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Hold backlog meetings to confirm the business problem and determine if research is the right approach.
Establish preliminary research goals and success criteria.
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Facilitate collaborative workshops with product and design partners to define project scope, business goals, research objectives, desired learning outcomes, and timelines.
Capture alignment in a shared white-boarding tool for transparency.
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Develop a detailed plan including background, context, finalized goals, methods, recruitment approach, and study materials (discussion guides, tasks, or survey questions).
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Partner with product owners and designers to review and iterate on the research plan.
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Execute the unmoderated usability test using the agreed platform and recruitment channels.
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Review raw results to flag invalid or low-quality responses and ensure reliable data.
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Upload videos and artifacts to the research repository.
Apply both company-wide tags and a tailored tagging system for nuanced synthesis.
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Translate findings into actionable insights, engaging product and design partners throughout to ensure recommendations are relevant and feasible.
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Produce research outputs such as repository summaries, presentations, and project-specific artifacts (e.g., empathy maps, persona updates, or data visualizations).
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Validate findings and deliverables with a fellow researcher for rigor and clarity.
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Present findings to the core project team, facilitating discussions around each recommendation.
Lead a prioritization workshop to translate insights into action items.
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Share outcomes with the wider organization via Teams, Viva Engage posts, or other communication channels.
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Continue conversations with stakeholders through follow-ups, surveys, and check-ins to track impact and surface new research opportunities.
Tools
Dovetail – Research repository and qualitative analysis
UserTesting – Participant recruitment, screening, and remote testing
Miro/ Mural/ Figjam – Stakeholder alignment, prioritization workshops
Microsoft Suite – Copilot, Planner, Outlook, PowerPoint, SharePoint, Teams
Calendly – Participant scheduling and coordination
Camtasia – Video editing and highlight reel creation
Recruitment
I recruited participants across multiple geographies and industries to ensure diverse perspectives.
Collaboration
I partnered closely with product managers, product owners, Google Analytics analysts, and UX designers to ensure research questions were tightly aligned with business needs and that insights fed directly into design iterations.
Challenges
Even with a focused scope, this project had its challenges. From recruiting globally to balancing competing priorities, I had to keep the research on track and make sure it delivered value across teams.
Ensuring global participant diversity so findings would scale across markets
Balancing strategic priorities from product leadership with the tactical needs of the design team
Translating complex and sometimes conflicting stakeholder goals into clear research questions
Synthesizing findings into a format that built stakeholder confidence and accelerated decision-making
Outcomes & Impact
Usability testing doesn’t always lead to immediate changes, but it does lay the groundwork for smarter decisions. In this case, the research helped shape early design iterations and gave the team confidence to move forward with development. While the work is still in progress, the potential impact is already clear.
Because the design is still in development and the findings are confidential, I can’t share specific usability results. However, the research has already influenced design decisions aimed at simplifying onboarding and aligning the flow with user expectations. The study also validated several assumptions, helping product leadership prioritize improvements.
The research was actively used in planning meetings and early feature creation.
It helped the team identify which parts of the onboarding flow caused confusion or friction.
Based on the usability test’s insights, the team is working toward a redesign that is expected to reduce drop-off rates by up to 25% during the initial stages of account creation.
This case study demonstrates how even early-stage usability testing, especially with a realistic Figma prototype, can shape high-impact product decisions and support long-term strategic goals.
