Onboarding Workflow

A workflow to streamline sign up and onboarding


Quadrupled sign-ups and drove +$750K in incremental ARR by streamlining sales and onboarding workflow




  • Product design
  • User research


HYP3R established a revenue-sharing collaboration with Marriott, allowing us to sell directly to individual properties as an "HQ Recommended" software provider.

Within a year, our dedicated sales team successfully enrolled 100 properties, however, considering the vast network of over 7,000 Marriott hotels there remained substantial untapped potential.

I was assigned the responsibility of finding ways to increase the number of Marriott properties sign-ups.


To get a better understanding of our current situation, I interviewed our sales and customer success teams, as well as 10 customers, including recent closed and lost deals. From these discussions, several themes emerged:

Key findings

  1. Labor-Intensive Onboarding: Each new property required individual outreach, demo, account setup, training, and consistent follow-ups to ensure adoption, placing a heavy load on our small team.
  2. Trial Period Gap: Despite the endorsement from HQ, individual properties wanted a trial period to gauge the product's ROI themselves before committing to an annual contract.
  3. Sales Team Capacity: With a lean sales team and a 2 month sales cycle, we found ourselves stretched thin, especially given our clientele spread across multiple time zones.
  4. Lengthy Setup: A consistent pain point was the slow and manual account setup process, which made rallying customers to join the platform more difficult.
  5. First-time User Confusion: Despite training sessions, users felt “lost” when using the software for the first time because it lacked a “a clear path on how to be successful” with the platform.


The situation presented two unique challenges:

  • Our team is facing a bottleneck to enroll Marriott properties because our sales and onboarding processes are exceedingly manual and time consuming.
  • New customers struggle to find their way around our platform because our software does not provide a set of goals to rally around.

If we overlook these challenges, we stand to miss out on significant revenue opportunities and face customer attrition come annual renewal due low product adoption.

How might we streamline our sales and onboarding process to boost team efficiency and  customer adoption?


With a clear articulation of the problem, I orchestrated a workshop with leaders from marketing, success, and sales to map the customer journey and ideated on ways to streamline.


  1. Scale sales: Our strategy of direct sales doesn't scale, instead we should explore ways to scale sales by automating outreach and enabling customers to view product demos on their own.
  2. Reduce friction: The current manual sign up doesn't cut it, instead we should explore ways to reduce friction to sign up by enabling customers to enroll without team intervention.
  3. Improve adoption: Our training is yielding low adoption, instead we should explore ways to improve adoption of new users by providing in-app guidance to help users get to the "aha moment".

With these goals in mind, I designed a streamlined sign up and onboarding workflow to reduce touch-points and help guide users users throughout their adoption journey:

The workflow included new touch points and  changes to product and processes that, in conjunction, accelerate the sales cycle:

  • Private landing page: Customers can use their internal Marriott employee number to access a landing page via SSO to learn about the product, watch a pre-recorded demo and view preferred pricing.
  • Trial sign-up form: Customers can sign up to have immediate access to their property’s data with their Marriott property code.
  • In-app tours: New users go through a product tour that guides them through core features and set up steps.
  • Onboarding emails: New users receive a drip email campaign introducing the core product features and prompting users to complete setup process when slipping away.


To ensure we're communicated the right narrative, I interviewed recently enrolled customers to understand what ultimately closed their deal and what pain points they had operationalizing the product in their properties:

A few themes emerged from these sessions that informed my design decisions:

  1. The pivotal moment in the sales cycle was viewing case studies of how other Marriott properties utilize the product.
  2. The standout feature that closed deals was the ability to request permission to use user-generated content on their own social channels.
  3. All customers who successfully adopted the product developed playbooks detailing which customers to engage and how.
Landing Page

I designed a landing page that prominently featured a call-to-action to watch a product demo and showcase case studies to provide hotel managers a reference point of how impactful was HYP3R for similar properties as their own.

In collaboration with success team, we re-recorded demo video using real content form other Marriott properties to help contextualize what end-users would experience once logged into the product.

To validate the content strategy, I conducted an A/B test using distinct layouts with different content approaches: Feature-centric, JTBD-centric, and ROI-centric.

After test was completed, we validate Model B resonated with the most with users, due to a more clear call to action and the framing of product benefits around jobs to be done.


Through interviews and analysis of user behavior, I identified the critical milestone for activation was users engaging their first customer. To achieve this outcome, I designed an email sequence that introduced this core features on the first week, followed by reminders until user completed the first key action.

Once the user engaged their first customer, we dispatched additional emails highlighting essential features,  case studies and best practices on how to maximize their ROI. If users wen inactive, we sent reactivation emails to help maintain adoption during the trial.

Additionally, in collaboration with the customer success team, we defined and provisioned new accounts with templates to ensure new users already had playbooks they can follow to engage customers.


The initiative was designed, built and launched in around 3 months. As a result, we:

  • Quadrupled properties enrolled per month
  • Generated an additional $750K in annual recurring revenue (ARR).
  • Cut sales cycle from 2 months to 3 weeks
  • Decrease time to activation from 4 weeks to 2 weeks
  • Maintained an avg. trial conversion rate of 70% MoM

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