Returnly Onboarding
Company: Returnly by Affirm
Returnly is a company that was acquired by Affirm in 2021. Returnly’s main goal is to fix the broken returns model that offered consumers and merchants nothing but downside and frustration. Since day one, Returnly’s mission has been to remove friction from returns. Businesses of every size use this financial technology to offer the instant and easy return experiences that their shoppers have come to expect.
My Role: Lead Product Designer
I worked as a Lead Product Designer in Returnly, driving the Merchant Experience (B2B). My main responsability was keeping the holistic experience of our merchants consistent and seamless.
Project Overview
What
Offer our merchants an in-app onboarding experience with self-service capabilities that optimizes onboarding success and conversion.
We wanted to move away from a high-touch onboarding process for SMB segments to improve unit economics and scalability.
Enable the growth of our Starter/Monthly segment by optimizing the conversion funnel.
Why
- Only 69% of the merchants completed the install wizard even though they have a 14-day trial.
- They never even see the Returnly Dashboard and value proposition.
- The Credit Card step is the main show-stopper and required prior to accessing the Returnly Dashboard.
- The onboarding steps are located in the install wizard prior to accessing the Returnly App and therefore is of limited help for Merchants to launch their instance.
The Solution
- Our solution was to provide an inline onboarding that would let merchants discover the Returnly interface while completing it.
- We decided to make the setup guide optional given that all of the settings shown in it can be skipped since merchants can go live using the default ones.
- During the testing of our prototype we realized that users preferred using the setup widget (on top) because it allowed them to continue the onboarding without having to come back to the homepage all the time. We decided to leave both approaches: the module on the homepage and the setup widget on top since we thought they were complementary to each other and also depending on the user type one could serve better than the other.
