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The OTT customer onboarding portal initially relied on an extensive Excel-based questionnaire containing over 150 questions. The unstructured format created friction in the user experience and risked lowering client engagement and loyalty.
Challenges
Unstructured questionnaire: Over 150 unorganized questions within an Excel sheet caused confusion and fatigue among users.
Poor usability: The lack of logical grouping and visual hierarchy made navigation and completion difficult.
Inconsistent design: The absence of a cohesive visual system limited clarity and weakened brand consistency.
Approach
The redesign focused on transforming a complex, Excel-based process into a structured, user-friendly digital experience.
• Information Architecture Redesign — Categorized the 150+ questions into logical, easy-to-follow sections for a smoother flow.
• UI System Creation — Built a complete color asset library and reusable UI components to ensure consistency and scalability.
• Interaction Optimization — Improved input fields, checkboxes, and file upload elements for greater usability and accessibility.
• Prototyping & User Testing — Conducted iterative testing with real users to validate design decisions and refine the experience.
• Cross-Team Collaboration — Worked closely with management and developers to align the design structure with business objectives.
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Results
The redesigned OTT customer onboarding portal delivered measurable improvements across usability and engagement metrics:
• 25% increase in completion rates, indicating smoother and more intuitive user flows.
• Enhanced client satisfaction and loyalty, driven by a structured and visually appealing experience.
• Consistent visual identity, supported by a scalable color and component system used across the platform.
• Improved operational efficiency, reducing friction in onboarding and minimizing user drop-offs.
