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CASE STUDY

SyncFab - Self-Serve Registration

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ROLE

Lead Product Designer and Chief Product Officer, SyncFab

I owned this end to end: research, flows, design, and handoff to engineering.

Product DesignUX/UI DesignSupplier OnboardingWorkflow DigitizationB2B SaaSAerospace & Defense
CHALLENGE

The Problem

Getting onto the platform was a bottleneck. New buyers and suppliers went through a manual onboarding process that ran on back-and-forth email and took 2 to 3 days.

That delay cost us sign-ups, frustrated serious users, and put avoidable load on the team for every new account. For a marketplace, friction at the front door caps everything downstream.

APPROACH

The Solution

I mapped the existing onboarding workflow step by step to find where people stalled and where the manual handoffs lived. I designed a self-serve registration flow that let buyers and suppliers create and complete their own profiles without waiting on a person.

I prototyped the flow in Figma, validated it against real user needs through usability testing, and iterated with engineering and QA through Agile cycles before launch.

A guided self-serve registration experience that replaced the email back-and-forth with a clear, structured profile setup. Users could finish onboarding in one sitting, and the flow captured the information the platform actually needed downstream for RFQs and matching.

Image slots:

  • Before/after comparison
  • The flow steps
  • The completed profile state
OUTCOMES

Results & Impact

The onboarding redesign focused on making supplier activation faster, clearer, and less dependent on manual follow-up.

Same-session

SELF-SERVE REGISTRATION

Replaced a 2-3 day manual email onboarding process with same-session self-serve registration.

2x

PROFILE COMPLETIONS

Doubled profile completions.

[PLACEHOLDER: ~65%]

SUPPORT REDUCTION

Reduced onboarding-related support requests by roughly [PLACEHOLDER: ~65%].

[PLACEHOLDER: under 15 minutes]

TIME-TO-ACTIVE

Cut average time-to-active for a new account from 2-3 days to [PLACEHOLDER: under 15 minutes].

TOOLS & TECHNOLOGIES

Tool Stack Overview

FIGMA
AI-ASSISTED PROTOTYPING
JIRA
CONFLUENCE