Increasing onboarding conversions by 320%
CultureAI
Product Design, SaaS
2025
Overview
CultureAI is an intelligence-driven defence company built to help keep companies safe. The B2B SaaS platform is used by CISO's and security analysts at large enterprises and onboarding can be a complex task, requiring integration with various internal tools. I led and owned the full re-design (from research to delivery) of a new onboarding experience that reduced cognitive load, built trust and told a clear story; leading to a 320% increase in trial conversions and £1.156M in revenue.
Problem
76% of Users Didn’t Complete Setup. In May 2025, only 6% of trials converted into paying customers, resulting in dramatically reduced revenue growth and a staggering 76% of all users failed to complete the full setup flow, making it almost impossible to show value.
Research
"Fragmented, unclear and overwhelming". User research revealed that many people:
Found the setup process fragmented, unclear and overwhelming.
Weren’t clear on why certain data permissions were being asked for.
Felt the UI was dated and broken.
Solution
A Guided Use-Case Journey Reduced Cognitive Load. I redesigned the flow to:
Break setup into manageable steps, reducing cognitive overload.
Focus on 3 core use cases that aligned with external messaging and reduced the complexity.
Use micro-interactions and progressive disclosure to reduce friction.
Effectively integrate callouts and tooltips to build trust.
Outcome
3.2x increase in paid customers (6% → 19% conversion), generating £1.156M in revenue.
44% increase in setup completion (24% → 68% users)
Users described the process as "simple" and "intuitive" and it built trust at a key moment.
