Grubhub
Onboarding
A redesign of Grubhub’s onboarding experience to create a more efficient and user-friendly process for new merchants.
Role: Product Designer II
Team: (1) Product Designer, (1) Product Manager, (8) Engineers, (1) Copy Partner
Platform: Web
Results: 1.4K additional restaurants onboarded annually; 150% increase in conversion rate
Design Goal
How might we make onboarding more intuitive for merchants?
The previous Grubhub onboarding experience featured outdated branding and an overly complicated process, resulting in a 1% completion rate. Through rigorous brainstorming, research, and user testing, we redesigned the flow into a streamlined, single-page experience with fewer tasks. This new approach gives users a clear overview of the steps ahead, helping them stay focused throughout the process. Whimsical illustrations enhance the experience by clarifying the requirements for each step. Additionally, we introduced an onboarding video and provided key information to help users navigate the process successfully.
Before
After
the flow
After completing the Sign-Up flow, users are directed to Grubhub for Restaurants, Grubhub’s merchant-facing website. Upon logging in, they arrive at the onboarding page, which provides an overview of the tasks required to go live on Grubhub. Each task is represented by a tile that opens a modal, allowing users to efficiently complete the corresponding step. Once all tasks are finished, users can send a test order and officially go live on the Grubhub app. From there, they can explore the site through a guided tour or independently.
the Results
After the launch, the new onboarding flow resulted in an average of 1.4K additional restaurant signups annually and $1.02M in profit from incremental orders.