My Role & Contribution
Reduced onboarding dropoffs for enterprise customers of SafetyCulture's platform. I led the end-to-end user research and UX design with customers who were onboarding 100+ users each fortnight. Balanced technical constraints, real-world workflows, and multi-tool identity systems.
Responsibilities:
UX strategy
Enterprise user research
Interaction design
Accessibility review
Contribution to design system
Team: Worked alongside PM, Tech Lead, and Design System Team
🧐 Framing the Problem
The platform was losing enterprise clients due to inflexible user access and sharing systems. Teams couldn’t self-serve user onboarding and relied heavily on custom support, slowing time-to-first-task and undermining customer trust.
4 large and enterprise customers churned in 2 years due to scalability gaps in onboarding and role access.
🔎 How I Gained Clarity
Research conducted:
Interviewed managers from IKEA, AusPost, and Transport for London
Mapped current user management workflows
Audited identity duplication issues across tools like Okta and our platform
Key insights:
Managers had to double-handle identity provisioning
Staff often relied on shared tablets to access checklists, forms, and instructions during their shift (not laptops)
Drop-offs during The bulk user add experience was 1 of 2 largest pain points. The first 30 day user journey had the highest dropoffs during tasks relating to adding 5+ users.
“We upload 100+ users every fortnight but still manage roles manually across tools.”
— AusPost Regional Manager
“If file access isn’t immediate, floor staff can’t stay compliant.”
— IKEA Manager
🧰 My Approach
Constraints:
Tech team hesitant to invest 2–3 months to rebuild identity systems
Design system still maturing; didn’t support grayscale or large tablet fonts
Actions taken:
Co-designed a working POC with tech: grouped existing permissions into "Roles"
Defined phased rollout: prioritize managers, then frontline
Partnered with design system team to extend typography scaling
Introduced RBAC flows, bulk upload, and custom role creation
🛠 Final Design Solution
Summary of UX changes:
Permissions grouped into reusable Roles
Ability to create custom roles
Bulk add users via upload/HRMS
Bulk manage user access via streamlined dashboards
📊 Outcomes & Impact
Reduced onboarding time by 50% (from 4–6 weeks to 2 weeks)
Reduced drop-offs in first 30 days by aligning access flows to manager workflows
Cut engineering overhead by reusing existing permissions structure instead of building new APIs
Accomplished scalable access for 3 enterprise clients as measured by onboarding time reduction, by introducing RBAC flows within technical constraints.
🧐 Learnings
Real-world workflow mapping is crucial when identity management is distributed
Scaling UX isn’t about adding features—it’s about reducing time to clarity
Alignment with tech is easier when you bring proofs, not problems
Create and evangalise a plan to evaluate RBAC adoption after Phase 1 with experiments
Accessibility can be best improved by contributing to shared design system components