Toothio Platform Onboarding

Role: Principal Product Designer

Designer: Jacob O’Brien

Timeline: 4 Weeks

Contributions: Product Design, Competitive Research, User Research, Concept Development, Design System, UI Design Patterns, Branding & Identity, Information Architecture, Design QA, Usability Testing

Figma File: Toothio Platform Onboarding, Toothio Design System

Opportunity & Outcomes

As Toothio expanded into new markets and established partnerships with Dental Service Organizations (DSO) it was time to re-visit the platform’s onboarding for both dental pros and practices. The legacy onboarding was high friction and suffered from a high abandonment rate, (4/10 pro sign-ups) and (2/10 practice sign-ups).

Professional Opportunity

Profile building: capture basic profile info during sign-up to personalize experience.
Market validation: ensure pro is a Toothio market on step 1.
Pro conversion: improve conversion rate of new sign-ups with simple step-based flow.
Pro testimonials: build trust and demonstrate value-prop with testimonials from real pros.

Practice Opportunity

Organization type capture: identify if practice is private or part of a DSO for marketing campaigns.
Abandoned cart capture: allows sign-ups
Practice conversion: improve conversion rate with streamlined flow
Marketplace confidence: build confidence and trust with practices during sign-up

Outcomes

Solution

A streamlined sign-up and onboarding solution was crucial for professional and practice users, and enabled market expansion and growth for Toothio. A/B testing demonstrated significant conversion increases with a single-page sign-up to capture minimum user data. Post-sign-up, flexible onboarding flow, allowed new sign-ups to complete account setup over multiple sessions, unlike the previous approach.

Professional Sign-up and Onboarding

Sign-up page increased conversion rate by 3x. The sign-up flow created the account and validated the pros market on step 1. Steps 2 and 3 personalized the pros onboarding experience and provided important segmentation information for marketing. The final sign-up step is a call-to-action to schedule their orientation call.

Practice Sign-up and Onboarding

Sign-up page increased conversion rate by 1.5x. Step 1 in the sign-up flow included a field for practice type in order to segment practices by size and provide the correct features. Real pros in our network were spotlighted through the onboarding experience creating trust and confidence in our vetted network. New sign-ups were given the option to select a guided onboarding experience, explore on their own, or contact an account representative with questions.

Legacy Onboarding Screens

The legacy sign-up collected too much information, leading to abandonment and onboarding screens direct new users through account set up and features on their first login but when user returned they had to rely on memory or luck to complete account setup, post a shift or accept a shift. Section hierarchy and navigation was confusing, user flows were clunky, and visuals weren’t cohesive or sophisticated.

Legacy UI

Insights & Learnings

Minimum data collection on step 1 to create an account improved conversion by 2x for pros and 1.5x for practices.
Users preferred checklists and a non-linear onboarding process.
Using dashboard for pro onboarding increased completion by 5x.
Collection of practice type during practice sign-up was a key data-point for segmenting marketing campaigns, and helping to retain active accounts.