Background

LTK is a leading fashion tech company specializing in influencer marketing, connecting brands and creators to drive product sales.

The Challenge

As the demand for our services surged, we faced a significant challenge: the onboarding process for brands took an average of 60 days, from the moment they clicked "sign up" to launching their first campaign. This lengthy timeline strained our brand success team, who were inundated with support requests as they navigated the cumbersome process.

Existing application (a long, boring form)

While reducing the onboarding time to a mere 13 days might not seem extraordinary at first glance, the complexity of our existing system was daunting. The process was riddled with dependencies on external services and internal bottlenecks, creating delays that we couldn't fully control. Our team was already stretched thin, managing a backlog of brands awaiting onboarding.

Discovering the Problem

To tackle this challenge, we immersed ourselves in understanding the user experience. Through discussions with users and our internal team, we mapped out the entire user flow. What we uncovered was eye-opening:

Flow chart of UX

The journey began with a lengthy application form, which often sat unattended while our team focused on other submissions. This led to manual checks of social metrics and creator acceptance, followed by a flurry of emails and an extensive onboarding flow. Each step was full of delay, waiting for service validations, legal documentation, and manual data entry, culminating in a training session that helped users finally build their first campaign.

Plan to Implement

Armed with these insights, we set out to streamline the onboarding process. We identified areas to combine steps and collaborated closely with our engineering team to automate data entry. By implementing a user-friendly, step-by-step flow, we transformed the onboarding experience. The new design was visually engaging, featuring images of potential creators for brands to collaborate with, which kept users motivated and excited.

We integrated Shopify directly into the onboarding process, eliminating delays caused by later setups. Most importantly, we reduced the waiting time, ensuring that any delays were primarily tied to third-party integrations rather than our internal system.

Brand login

The Outcome

This overhaul not only streamlined the onboarding experience but also created a more efficient workflow for our brand success team. With direct feedback from team members throughout the process, we could swiftly address issues and refine our approach.

Ultimately, we saved our team and the brands we worked with a remarkable 47 days of unnecessary waiting and back-and-forth communication. The transformation of the LTK onboarding process stands as a testament to the power of user-centric design and collaboration, significantly enhancing the experience for both our users and our internal team.