Client: Leading POS Solution Provider
Envisioning a New Customer Onboarding for a Growing SaaS Company
Role
Service Designer
Context
A product and SaaS company had built its customer onboarding across three channels — in-person, self-service, and online — without ever connecting them. The result was a fragmented experience that varied depending on how a customer showed up. We were brought in to replace that inconsistency with a unified onboarding vision: one that the whole organization could align behind and act on within 18 months.
Approach
Working with a cross-functional team, we applied a service design approach to move the organization from fragmented initiatives toward a unified onboarding vision.
Designing Flexible Pathways We created a framework that gave customers real choice — across levels of assistance, channels, and service environments — so the experience could flex to meet different needs rather than forcing customers into a single path.
Making Moments the Key We developed a moment architecture and omni-channel framework to identify and define the distinct interactions that matter most throughout the journey. This gave cross-functional teams a shared language to align on both the functional and emotional needs of customers.
Visualizing Future-State Scenarios We brought the vision to life through future-state stories — narrative scenarios showing how different customers could experience a tailored onboarding journey. These made the North Star tangible and actionable across the organization.
