product design
Truework Onboarding Flow Revamp
Truework is a platform that streamlines employment and income verification, helping businesses securely verify applicants' work history and financial information.
The goal of this project is to improve the educational aspect of early touchpoints in the onboarding experience to increase new user conversion rates.
Timeline
From explorations to final designs in 3 weeks while working with multiple projects at the same time.
Background
Truework's onboarding flow faces high drop-off rates, especially during sign-up, as many users join to verify their own employment rather than using the service as intended. This reflects a gap in communicating the platform's purpose and value, leading to user confusion and frustration.
Discovery
As the onboarding flow became longer due to the addition of a team feature, the conversion rate dropped significantly, hitting its lowest point in May and June, with a 5% decline compared to earlier months.
From Our Users
User research showed trust issues with the current design: 5/5 users were unsure if they were on Truework or the employer’s site, and 4/5 had low confidence in Truework’s legitimacy. Key concerns included 'price,' 'legitimacy,' and 'accountability' of the verification service.
Sign-up page
The landing page attracts both verifiers and non-verifiers through SEO, so the drop-off rate is expected. Clearer value propositions could help reinforce why signing up is worthwhile, aligning user expectations with the benefits—especially as we plan to add onboarding steps this quarter.
Design Explorations
We explored three design directions to create a clear, structured hierarchy that naturally guides users from key information to the signup section.
Value Props & Logo Garden
Establishing credibility upfront with concise benefits and recognizable brand logos.
User Quotes & Value Props
Leveraging testimonials to build trust before presenting the signup form.
Combined Approach
Integrating value props and social proof to create a seamless, engaging flow toward action.
User testing
Product focused design
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Quote-focused design
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Design A (Product-Focused) achieved a higher sign-up rate (83%) compared to Design B (50%) due to the inclusion of a product preview that clarified the service’s functionality.
Participants found Design A more trustworthy (average score: 4.8/5) as the product preview reinforced credibility and usability.
Weighted & Divided
A prominently structured layout with distinct left and right sections enhances visibility and directs immediate attention to the page’s key value proposition.
Building Credibility
Showcasing a product preview alongside a user testimonial reinforces trust and confidence in Truework’s service.
Stronger Branding
The design strengthens brand identity by ensuring consistency with the Truework website.
Here, the outcomes and learnings from the project are highlighted.
Visual Hierarchy
Realized that a strong visual hierarchy can enhance user trust, even with information-heavy pages
Collaboration
Learned the importance of aligning ideas with a senior designer to maintain consistency across a large signup flow