Glenn Ference
UX Designer & Researcher
Made with


Case Study: Designing a seamless on-boarding experience


At times, it can feel as if technology has infiltrated every last inch of our lives. In the waste industry however, this isn’t the case. Illegal dumping, environmental pollution, and even human lives have all been at the mercy of antiquated and poorly-designed systems

Wastebits is a web-based platform that streamlines the management of waste for those who generate waste, service providers, and waste treatment facilities.


Wastebits suffered from an unfocused experience and lacked a clear value proposition. Analytics showed high abandonment rates throughout the experience.


We needed to focus the experience and make the on-boarding seamless in a way that leads directly in to a lasting relationship.

Preliminary Research

With began our research with (5) user interviews. Through feedback analysis, we were able to pull-out significant consistencies. Internally, Wastebits has several target users. However, our users felt as if we were speaking to one audience. We weren’t clearly articulating our value proposition to all our potential users. We also discovered that we were asking users to sign-up for a service before providing value. Our users didn’t understand what they were signing up for.



There are 4 primary target users of Wastebits. The Generator, Servicer, and Facility Operator are all responsible for a portion of managing their respective waste stream. The last target user is a typical homeowner looking for a way to get rid of waste. I created personas to represent our target users.


Whiteboard Flow Diagram

After analyzing the process followed by key personas when searching for information, we came up with a combined process which is flexible enough to include multiple approaches, while providing value before asking for information.


Whiteboard Sketches

Research and process flow led us to create initial sketches where we explored how the users would move through the prospective flow. We were able to test these ideas with all 4 key personas and their feedback led us to our final solution.

User Feedback: Round 1

For our first round of testing, we wanted to understand of our users were able to complete the organic on-boarding experience. Did we provide them with a logical flow? Are there going to be any issues while on-boarding? What concerns do our users have over their data throughout this process.


  1. Users were able to easily understand the intention of the design. 😃
  2. No issues were encountered while navigating through the organic on-boarding experience. 😃
  3. Several users commented positively on the simpler, streamlined workflow. 😃
  4. There was concern over potentially losing control over data visibility. Do our users truly want to submit their profile to several facilities to get quotes? 🤔




At the beginning of my design process I created wireframes for testing purposes.

Guiding Questions

  • Why was it useful to do this?
  • What kind of wireframes did you make? 
  • Low fidelity or high fidelity?
  • What tool did you use for this?
  • Did you use them for testing? 
  • How many iterations did you have?

User Feedback: Round 2

We conducted additional usability tests on the updated wireframes. From this test, we felt confident that we could launch our MVP before running additional iteration cycles.


  1. The perceived user experience for new users is drastically increased over the current organic on-boarding process. 🙂
  2. We'll need to 'massage' some of the language throughout the on-boarding experience to make sure it's easily understood by all users. 🤔
  3. Completing the entire waste profile within the on-boarding experience may be asking too much from certain industries (i.e. brokers). 🤔
  4. As an MVP, this solution will work well. We'll need to iterate on the amount/method of information asked from new users in later versions. 🙂
  5. Users are quick to begin a digital waste profile, but don't necessarily want to avoid 'manual only' vendors. We'll need to continue to explore ways to increase the value proposition for digital vs manual vendors. 🤔

Solution / UI Design

We created an onboarding experience that had a specific path for each of our key personas. We provided value throughout the process, and we did it all without forcing the creation of an account.

What's Next?

We'd like to conduct additional usability tests and measure the effectiveness of our solution in a production environment. We'll continue to collect feedback from users in both interviews, surveys, on direct on-site feedback and iterate based on that feedback.