Platform onboarding
Two major iterations of the sign-up activation flow over one year drove a ~60% increase in conversion and a 14% lift in go-lives.
Stripe's edge in the platform and marketplace space was built on self-serve onboarding — no sales calls, no friction, just a fast path from sign-up to live. Strong developer documentation and a perceived reduction in complexity meant startups could move quickly, and that speed became a meaningful competitive differentiator.
Over the course of a year, we redesigned the onboarding flow through two major iterations — moving from a fragmented, traditional sign-up process to a shorter, more immersive experience. The results were significant: a ~60% increase in conversion and a 14% lift in self-serve go-lives.
