Project
Onto set out to change car ownership with all-inclusive electric car subscriptions. To scale, it needed a better way to bring customers on board. I designed the home, product and customer onboarding screens to make the switch to electric feel exciting and effortless.
Onto set out to change car ownership with all-inclusive electric car subscriptions. To scale, it needed a better way to bring customers on board. I designed the home, product and customer onboarding screens to make the switch to electric feel exciting and effortless.
Role
Senior Product Designer
︎︎︎UX, UI · Web, iOS & Android
Results
+130% increase in conversion rate
+34% completed registrations
-30% customer service enquiries
-6% customer acquisition costs
Senior Product Designer
︎︎︎UX, UI · Web, iOS & Android
Results
+130% increase in conversion rate
+34% completed registrations
-30% customer service enquiries
-6% customer acquisition costs
Problem
Electric cars felt alien and expensive. Range anxiety put people off, so customer sign ups struggled to meet targets.
Registration and self-booking had been merged into one funnel with no UX input. The result was a dated booking experience that left people unsure what to do next.
Electric cars felt alien and expensive. Range anxiety put people off, so customer sign ups struggled to meet targets.
Registration and self-booking had been merged into one funnel with no UX input. The result was a dated booking experience that left people unsure what to do next.
Research
I started with existing funnel metrics to map the current journey, then agreed how we would measure success for both customers and the business.
Customer interviews and the Onto community showed that ~70% of people dropped off because nothing told them what would happen next.
I also ran sessions with Customer Service, Marketing and Operations to agree what the journey had to do for the business.
I started with existing funnel metrics to map the current journey, then agreed how we would measure success for both customers and the business.
Customer interviews and the Onto community showed that ~70% of people dropped off because nothing told them what would happen next.
I also ran sessions with Customer Service, Marketing and Operations to agree what the journey had to do for the business.
Card sorting task for customers to create their ideal journey. 
Journey map analysis with opportunities.
Pseudo-personas created from real users to better visualise our target audience and help stakeholders stay aligned.
Wireframe prototype testing with core and regular users.What we changed
To answer the biggest drop-off, a simple three-step explainer (Join, Subscribe, Enjoy) now sets expectations up front. Sign-up became a short guided flow: pick a car, upload your licence, customise mileage and excess, then finish on a clear confirmation with your delivery date.
I tested wireframes and high-fidelity prototypes in moderated and unmoderated sessions, and we added CSAT tracking to measure how easy registration and booking felt.
After build, I worked with engineers to stress-test the flow and its API connections before launch.
To answer the biggest drop-off, a simple three-step explainer (Join, Subscribe, Enjoy) now sets expectations up front. Sign-up became a short guided flow: pick a car, upload your licence, customise mileage and excess, then finish on a clear confirmation with your delivery date.
I tested wireframes and high-fidelity prototypes in moderated and unmoderated sessions, and we added CSAT tracking to measure how easy registration and booking felt.
After build, I worked with engineers to stress-test the flow and its API connections before launch.
Redesigned homepage: one clear promise, a postcode search and pricing up front.
Sign-up flow: browse cars, car details, licence upload, customise your subscription, confirmation.
Full case study available on request.
Team:
Senior Product Designer – Jordan Williams
VP Product – Ayman Hafez
Product Manager – Carenza Harvey
Front-end Engineers – Rico Sobers, Ian Moss
Back-end Engineers – Nish Chandradas, Rich Kirsch
Senior Product Designer – Jordan Williams
VP Product – Ayman Hafez
Product Manager – Carenza Harvey
Front-end Engineers – Rico Sobers, Ian Moss
Back-end Engineers – Nish Chandradas, Rich Kirsch