Lyft Business Onboarding

Allow new customers to, on their own, 1) choose the right product 2) learn how to use it 3) set up and begin taking rides. With these goals in mind I set out to create a self service onboarding framework that worked well for Lyft’s three enterprise products and that would also scale to more in the future.

Business Profiles

Easily expense business rides.

Concierge

Call rides for others even if they don't have the Lyft rider app.

Lyft Pass

Customizable ride benefit.

Self Service

Lyft Business has three main products: Business Profiles, Lyft Pass, and Concierge. Previously the process of onboarding new organizations relied heavily on internal teams manually approving businesses, as well we getting them set up in a high-touch fashion. By introducing more automated processes such as business verification, Lyft hoped to reduce friction and allow new organizations to begin taking rides more quickly.

Service Blueprint

To understand the complete system I created a service blueprint mapping out customer facing journey as well internal processes and touch points for both. One key discovery was that the business verification phone call also doubled as a hand-held onboarding for the customer. By removing the the phone call step we would be removing an essential piece of onboarding and would therefore to need rethink the experience.

Manual verification
Automated verification

Previous onboarding experience

New Lyft Business customers went through three distinct flows before they could start taking rides: 1) Account creation 2) a pseudo onboarding flow where product was chosen, approval requested, and in some cases settings configured 3) once approved begin using the admin portal, finish configuring products, inviting riders and admins, and begin taking rides.

Previous onboarding flow

Problems with previous flow

  • Proper setup and successful activation (taking first ride) relied almost entirely on a 1:1 conversation with Lyft sales team. Key actions such as moving between admin portal and other products were not understood meaning rides could not be taken.
  • Choosing the best product for their needs was difficult given product presentation.
  • “Onboarding” flow didn’t work well for enabling additional products in the future.
  • Sequencing of key steps were inconsistent across different products. For example you could configure settings and queue people to be invited before being approved in one product while in another you would first need approval. This made state management messy and difficult for engineering teams.

New design approach

A central user problem and corresponding primary use cases guided new design decisions. All use cases needed to be satisfied in a self-serve manner. In addition to this, the onboarding experience was more integrated into the product to allow new customers to better orient themselves and explore on their own time, as well as better support future product adoption.


User problem

As an admin I want to set up transportation programs so that I can meet the needs of my team.


Primary use cases

  1. Choose the right product to meet needs
  2. Learn how to best use the product
  3. Set up product and begin taking rides
After creating an account customers land in the main product dashboard where they see products with key functions called out.
Quick links to product videos help customers choose product path to take.
Detailed comparison of the products is also available from the screen.
Interactive guides for each product provide an overview of how to begin using the product and allow customers to go at their own pace in the context of the product.
The first step is to add a payment method. While required for 2/3 products, deferring collection provides time to communicate our product’s value.
Approval process diagram showing different states
Steps contain explanatory copy as well as tutorial videos demonstrating how to complete the action.
Progress confirmation when inside of a flow reinforce progress made even when not looking directly at the setup guide. Confirmation moments also point to any immediate next step.
Once products are being used, the new home page changes to show high level information about those products, and also call out steps left to be taken for products in use.
When setup checklist is complete, show guidance for how to use reporting and more advanced features. Admins will have option to remove page when finished.

Process and early ideas

A look at early iterations and ideas that were tested and informed the final designs.

Slide in panel setup guide with progress indicator shown on open/close affordance
A single page where setup guides for all individual products as well as account level were included.
Reformatted product presentation to allow easier comparison but kept within previous “onboarding” flow

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