Product-Led Growth (PLG) and Self-Service B2B Onboarding Experience for the Sales and Operations Department of Unlock

The Client: Unlock

Founded in 2019 before the pandemic, Unlock is redefining what having fun at work means with the remote team-building application: the vision of a future where every human connection can be rich, rewarding, and real, however, and wherever we come together. They aim to create spaces and experiences that enhance human connection and team culture. Unlock is on a mission to power real connections for one million teams over the next five years. In 2024, Unlock has been acquired by Confetti.

🔥 Forto, monday.com, algolia, Google, twilio, carwow use Unlock to improve communication and build on the trust that exists within and between their teams.

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The Mission: Creating a Self-service Onboarding Experience

We joined the product team to work on the discovery, definition, and design phases of transforming the existing onboarding flow into a self-service experience for B2B customers. We needed to understand the existing onboarding by closely working with internal teams, ideate a new onboarding experience that meets customer needs and provides fun to customers, identify MVP scope and work closely with the designer for the MVP designs.

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How We Helped

Used a User Story Mapping and Now/Next/Later

A User Story Map workshop was organized with people from the development, design, sales, operation, customer success, and the product team for the sales side of the onboarding experience.  We created a shared understanding among all stakeholders, discovered the holes while seeing the whole flow, and collected all stakeholders’ ideas with the help of the workshop.

• A Now Story Map, which helps to understand better how the process works today for prospects, was created with a narrative flow for an admin.
• Customer pain points were gathered from user interviews with existing customers who experienced the onboarding in the last month, growth, operation, and business success teams. Pain points, ideas, and good things about the existing experience were added to the narrative flow.
• A Later Story Map, which reflects the requested future process, was created with people from different teams in the workshop for the sales side by considering product and business outcomes. The later story map for the operation side of the onboarding experience, which has clear steps, was prepared after the workshop.
• After the workshop, we put the tasks, and activities for an admin in order, removed duplicate tasks, and prioritized tasks to create a clear later story map with the product team.
• We agreed on the MVP scope and transferred some admin tasks after MVP iterations.

Created a User Flow for the Sales and Operation Sides of the Onboarding Experience

Before working with the designer on the MVP designs, we needed to see the task relations, and how they are connected to each other. We created a user flow for the new onboarding experience to provide a better understanding of the admin experience architecture behind our ideas.

The user flow was shared with all stakeholders to collect their comments and align with them before starting to design phase.

After providing alignment among all stakeholders, we adapted the user flow according to their comments.

Collaborated with a Designer for MVP Designs

We had sessions with the designer to create draft designs with the help of the final user flow. Some alternatives were created for the most important parts, which show the prospects and customers the real value of the product. We requested feedback from all stakeholders for the alternative draft designs and proceeded with chosen designs by elaborating on them.

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Collected Feedback from all Stakeholders

In the process, we have collected comments from stakeholders. Generally, communication has been maintained in an asynchronous way through Loom videos to proceed quickly. Loom videos were created to explain the user flows, and alternative designs on Miro and Figma to get feedback from stakeholders. Stakeholders added their comments, ideas, and questions to these boards or directly to the Loom videos in order to proceed quickly. We analyzed their comments and adapted our user flows and designs depending on the gathered comments.

Collecting feedback quickly, and collectively at all stages gained us time and avoided back-and-forth work in the design process.

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Finalized MVP Scope with Designs and Extracted Improvements for after MVP

After gathering all comments and reconsidering user interviews, the MVP scope was finalized on designs. Some improvement points were removed from the MVP scope and taken to after the MVP scope. We prepared detailed documentation for the discovery, and definition phases for the product team to continue with user interviews on MVP and the delivery process.

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Delivered Outcomes

Notable outcomes we delivered in our 2.5 months:

💡 Completed the discovery, definition, and design phases of the self-service onboarding experience for the sales and operation sides.

💡 Prepared the new user journey and designs for MVP with the product team.

💡 Identified improvement points of features after MVP iterations.

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