Brief
Team
Research
The Principal Product Manager, Engineering Lead and I set up a series of internal interviews with operations teams around the world to understand their problems with the existing process and to find any regional complexities that might focus us on the right design solutions.
We met with 20+ internal Customer Success, Onboarding Lead and Supervisory professionals and learned a great deal about their roles and where automation would face challenges.
We also reviewed 100+ hours of G-P's onboarding and sales calls to understand the questions customers and professionals were asking to gauge their level of understanding of our products and services and their familiarity with the general concept of EOR.
Problems Found
G-P was acting as a middle-man during contract negotiations between professionals and their new employers, slowing everything down by weeks or even months.
Professionals were forced to use multiple partner products and services to get onboarding. This created a massive amount of friction during the process.
Knowledge was being siloed within specific operations teams at G-P. In particular, compliance rules were not well understood across the company as a result, limiting our service capabilities.
Prioritization
What became clear from these calls and interviews was that customers and users of the platform had a lack of understanding of EOR. Some users didn't really understand why their companies had started using G-P in the first place. Despite this, CSAT scores for Customer Onboarding were hovering around 98%.
We learned that employment compliance laws around the world varied widely from region to region and country to country but that there were a group of countries where automation around compliance would be easier to achieve sooner.
From our research we realized that the easiest short-medium term goal (by far) would be solving for Professional Onboarding first, using our learnings from it to follow up with a complete Customer Onboarding redesign.
Solution
Our solution facilitated direct interactions between Professionals and hiring managers through an inline commenting system, allowing for a more personalized and engaging onboarding experience.
We leaned in on contextual learning design supported by artificial intelligence, offering Professionals guided support at each step. The onboarding solution was structured into a flexible, modular framework that was both adaptable to various global requirements and scalable as G-P's services expanded.
This was all augmented by real-time support capabilities, ensuring that users received personalized assistance whenever necessary, preserving G-P's reputation for exceptional customer service.
Key Features
A guided process to aid professionals setting up their G-P profiles, supported by live support from our operations teams.
Contextual guidance provided by our custom AI "GIA" that would provide helpful support for each question a professional needed to answer during their onboarding.
A new commenting system to speed up contract negotiations, enabling professionals to communicate directly with their new employers.
98%
Professional onboarding previously had a CSAT of 78%. We managed to raise this to 98%, matching our current customer onboarding CSAT.
150+
We conducted over 150 interviews and surveys over the course of our research period for professional and customer onboarding.
