Guided Onboarding
Offering actionable ease of setup so all roles can start shopping sooner
Description: Collaborating with cross-functional teams, Ali improved the guided onboarding experience through IA and content strategy, making it easier for admins, buyers, and decision-makers to get what they need—fast.
Welcome Screen
Ali reimagined the welcome screen as a modal with clear content to make setup feel approachable and intuitive.
Before the Update
After the Update
Content improvements:
“Verified” removed for lack of relevance
Modal works better to encourage users to continue the setup experience (content suggestion proven through UXR)
Personalized greeting ("Welcome to Amazon Business, Jorge") to humanize the experience
Provided a short, action-oriented summary of what to expect ("Set up your account in 3 easy steps")
Offered a graceful exit ("Don’t have time? Finish up later...")—great for busy users
Clear CTA hierarchy: start shopping vs. set up now
Add Users
Restructured content based on an Admin’s mental modal
Before
After
The original design made it difficult to efficiently add and manage multiple users and roles. I led the UX writing and content strategy to support a more scalable, user-friendly interface aligned with Amazon Business patterns and customer expectations.
Before
The original screen relied on a multi-field entry form, with individual role sections and repeated instructional text. The experience was:
Visually cluttered with redundant fields
Text-heavy and difficult to scan
Inefficient for adding users at scale
After
In the redesigned experience, I helped rework the flow to support more intuitive interaction and cleaner content:
Information Architecture Improvements
Replaced separate fields per role with a single input and role selector
Introduced a centralized user table for reviewing and editing entries
Removed unnecessary role section headers and grouped inputs more logically
Content Strategy and UX Writing Enhancements
Consolidated instructions: One clear sentence replaces multiple repeated tooltips
Simplified language: Replaced complex phrasing with direct, actionable terms (e.g., “Assign roles,” “Remove”)
Streamlined UI copy: Role names are shown in a scannable table instead of embedded in paragraph descriptions
Copy-specific improvements:
Rewrote role descriptions to be brief, role-focused, and easy to understand
Removed excess instruction to avoid cognitive overload for admins
Labeled clear stepper structure to help users orient in the flow
Tone is neutral and scalable—works for both large orgs and small teams
Why it matters: Sets a confident, professional tone early in onboarding and reduces time-to-task.
Add Payment Method
Reduced ambiguity, improving information hierarchy, and aligning language across steps for consistency and scannability
Before
After
Solution highlights:
Made saved content visible and confirmable
Instead of hiding the newly added card behind a collapsed module, the updated screen surfaces cardholder name, card type, and masked number, reinforcing the success message with tangible evidenceAdded inline actions
Introduced a clear Edit link within the saved card details so users can make changes without navigating awayReordered content based on task priority
Kept the “Manage payment permissions” section collapsed by default to reduce overwhelm and allow users to focus on confirmation first
Prioritized next steps, nudging users forward in the flow with less scrolling and interpretation
Results
These changes gave users more confidence that their action was successful and provided clear, actionable context to move forward—without needing to reread or reselect anything.
Add Shipping Address
Eliminated dense content, ambiguous structure, and unnecessary friction
Before
After
Before: Key actions were buried, guidance was inconsistent, and form fields lacked clarity.
Solution Highlights
Improved IA for faster comprehension
Broke down tasks into clear, progressive steps in the left-hand navigation (e.g., Add users → Add payment → Add shipping).
Reordered and grouped related options to reduce cognitive load—e.g., consolidated payment method types under expandable sections.
Streamlined content for clarity and action
Removed “Manage” from the titles to reduce cognitive load
Rewrote long-form instructional copy into short, user-first prompts (e.g., “Who can add a payment method to your account?”).
Added short explanations beneath section headers to guide user decision-making (e.g., availability at checkout, required fields).
Clarified ambiguous labels (e.g., replaced "Add shared method" with "Add shared payment method" for better context).UX writing that drives confidence
Eliminated jargon like “concurrently” and replaced it with accessible, plain language.
Added clear examples of field expectations (e.g., name on card, unit optional).
Used progressive disclosure (expandable panels for delivery instructions and account types) to avoid overwhelming users upfront.
Outcome
These improvements helped reduce confusion and form abandonment during onboarding by improving flow clarity, minimizing friction, and allowing admins to complete setup more confidently.
Background work: Conversation Design Exercise for Onboarding Alignment
To kick off a redesign of the guided onboarding experience, I led a conversation design exercise to surface misalignments between the existing flow and how users actually think through setup.
The original screen presented too much information at once, without clear prioritization for different roles. By mapping a natural back-and-forth between a new user and the system, I revealed friction points—like unexplained benefits, vague next steps, and unclear guidance by role.
This lightweight IA-first artifact helped the team align on a more intuitive structure before any UI work began—ensuring each screen better mirrored user intent and supported the right action at the right moment.
Fun fact: I also used this conversation exercise as a way to begin discussing how an ai chat integration could make the onboarding process even simpler in further iterations!