BlockFi | Onboarding
Faster, easier account creation for individuals and business users.
My role
Senior Product Designer
Responsibilities
Product Strategy • UX Design • Growth
Goal
Improve ease & speed of onboarding
Reduce manual processes
THE OPPORTUNITY
Improve workflow UX, digitize manual processes
Users could create an account, but account activation required a separate identity verification process hidden within profile settings. Many users never completed verification, resulting in high support volume and completion rates below 50%.
Business customers previously relied on manual support and compliance reviews. We digitized document collection directly within onboarding.
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PRODUCT DIRECTION
Creating a unified onboarding experience
We focused on removing the gaps in the current experience by bringing identity verification and compliance workflows directly into onboarding.
Verification at the right moment
Clearer activation status
Digitization of manual workflows
SOLUTION
Streamlining onboarding from signup to activation
I aligned Product, Compliance and Engineering around a unified onboarding strategy that consolidated account creation, identity verification, and business verification into a single experience.
Key improvements included:
Integrating KYC directly into onboarding
Replacing an unreliable identity verification provider
Improving transparency around verification status
Digitizing business account documentation workflows
Eliminating manual handoffs between users, support, and compliance teams
The result was a faster and more predictable path to platform access for both individual and business customers.
Screens from the new onboarding; KYC in onboarding, new identity verification partner and digitizing manual processes from business onboarding.
IMPACT
By removing friction throughout the onboarding journey, we dramatically increased the percentage of users who successfully completed account setup and gained access to the platform.
Results
87% completion rate
Up from less than 50%
Reduced support volume related to onboarding and identity verification
Streamlined compliance workflows for business accounts
Created a more scalable onboarding experience for future growth
© 2035 by Leah and Peanut