From 10 Forms to 1: Streamlining Enterprise Onboarding via Expert Heuristic Evaluation
Pivoting research methods under tight constraints to eliminate 100% of onboarding application redundancies for veterinary business owners.
At a Glance
Reduced forms = faster activation | Streamlined onboarding across each business type
100% reduction | in manual-entry field redundancies
“This was one of the best readouts and overall summaries of insights I have ever received. The depth of analysis was outstanding and we now have very actionable tasks as a result”
The Problem & Context: Internal sales and supply chain research identified customer onboarding as a primary operational bottleneck, requiring new business accounts to complete 3 to 10 complex application forms depending on their business type.
The Pragmatic Pivot: Live shadowing and usability testing were infeasible due to the target persona schedule. Pivoted to a granular Heuristic Evaluation and Expert Usability Audit to evaluate every form line-by-line.
The Friction Analysis: Mapped form pathways by persona, uncovering widespread field duplication across forms, broken conditional logic, and formatting errors that caused completion delays.
The Outcome: Consolidated 10 complex onboarding forms into 5 business-specific applications, ensuring every customer now fills out only 1 streamlined form with zero redundancies, zero usability errors, and accelerated account activation.