Redesigning Wagepoint’s Sign-Up Flow

Overview

Wagepoint is a leading payroll software company helping small businesses streamline their payroll processes. They approached me to redesign their user sign-up flow to optimize the user experience, reduce friction, and encourage users to complete the onboarding process seamlessly. The project involved rethinking the flow from the initial call-to-action (CTA) on the homepage to the integration with the product and the beginning of the free trial.

Objective

To create a user-friendly, visually engaging, and conversion-optimized sign-up flow that aligns with Wagepoint’s brand and simplifies the onboarding experience for users.

High Drop-Off Rates

Users often abandoned the process due to unclear guidance and lack of engagement.

Complex User Segmentation

Wagepoint caters to a variety of user types, including business owners and accountants. Tailoring the flow to these diverse audiences was critical.

Complexity Reduction

Simplifying the steps to minimize cognitive load and improve completion rates.

Brand Representation

Integrating Wagepoint’s playful design language while maintaining professionalism.

Research and Analysis

Conducted user interviews to uncover pain points in the existing flow and analyzed heatmaps and user behavior data to identify drop-off points.

Wireframing

Designed wireframes with a focus on clarity and simplicity, and developed interactive prototypes for user testing to validate usability improvements.

UI Design

Incorporated Wagepoint’s brand colors and playful illustrations while ensuring responsive layouts for both desktop and mobile users.

User Journeys

Created customized pathways for different user types, such as business owners and accountants, to deliver a relevant and personalized experience.

Redesign Highlights

Engaging Onboarding Questions

Created an intuitive multi-step form with conversational prompts like “How do you currently manage your payroll?” to segment users early and guide them efficiently.

Simplified Decision Points

Clear, visually engaging options (e.g., “We are new to payroll” vs. “We do it manually”) reduced cognitive load.

Mobile Optimization

Optimized designs for mobile screens, ensuring accessibility and ease of use for on-the-go users.

Integration with Product

The final step smoothly transitioned users into Wagepoint’s dashboard, setting them up for their free trial.

Outcome

Feedback

The redesigned flow led to significant improvements, including a 25% increase in completion rates compared to the previous flow. Users provided positive feedback on the new personalized onboarding experience, which enhanced engagement. Additionally, the redesign strengthened brand consistency, aligning seamlessly with Wagepoint’s approachable yet professional identity.

Results

Business

The redesigned sign-up flow not only improved user satisfaction but also supported Wagepoint’s business goals by reducing friction and creating a delightful onboarding experience. This project highlights my ability to combine research insights, user-centric design principles, and brand identity to drive meaningful results.