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 and onboarding requires integration with clients tech stack. I led and owned the full re-design (from research to delivery) of the new onboarding experience so that it reduced cognitive load, told a clear story, and built trust; leading to a 320% increase in trial conversions.
76% of Users Didn’t Complete Setup
Only 6% of trials converted into paying customers, resulting in dramatically reduced revenue growth. A staggering 76% of users failed to complete the setup process, making it almost impossible to show value.
"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.
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
