Redesigning Otrafy’s Onboarding for Frictionless Adoption
To drive sign-ups at the prestigious IFT Food Expo, Otrafy was preparing to launch a new Freemium Tier. We had two weeks to design and implement a complete data migration process.
01
Project Overview
Project Summary
Otrafy offers a powerful compliance platform for food manufacturers. But the complex, data-heavy onboarding process relied on white-glove support.
That worked for paid enterprise clients - but it was impossible to scale for hundreds of freemium users we were hoping to sign up at at the upcoming IFT conference.
We had two weeks to redesign onboarding so that freemium users:
Experience value quickly
Complete setup independently
Convert without overwhelming support teams
Business context
B2B.
Platform
SaaS Web App (Browser App)
Team
UX UI (Me)
Product Owner, Developers, Data Scientist.
TIME FRAME
2 weeks (Sprint leading up to IFT Expo)
02
Defining the problem
Why Are Users refusing a *Free* Trial?
To understand where adoption was breaking down, I conducted:
Heuristic Evaluation and Usability Testing on the existing onboarding flow
Stakeholder interviews with sales, support, and product
Interviews with QA Managers
Users wanted proof of value before committing time into data entry
Long, static forms upon initial onboarding created immediate cognitive resistance
Most companies already maintain this information in spreadsheets
Would You Spend days Manually Entering Data to test Our Product?
03
Design Strategy
Reduce friction
The relationship is no longer a one-sided extraction of information - it is a helpful exchange
Partnering with data science and product, we identified the four essential data points needed for initial value delivery.
Allowed users to skip onboarding to explore core functionality before committing
Show, don't tell
Using progressive disclosure, I broke up the flow into small, purpose-driven steps, connecting each one to a clear value proposition and a user benefit.
This reduced overwhelm while maintaining transparency.
Result
Completion rates increased significantly
Leverage Existing Workflows
Before -
The onboarding required tedious manual re-entry of data from Excel sheets
After -
Rather than forcing re-entry, I worked closely with engineering to design:
A clear, structured Excel template
Automated field mapping and validation
Seamless data ingestion into the platform
Data migration time dropped from ~3 months to 5 days
04
review and Impact
Great UX can be a bridge between usability and business success
This project reinforced a simple truth: Users will resist effort without clear reward.
By aligning onboarding with existing workflows and delivering value early, we turned a high-friction entry point into a growth lever for both users and the business.
deadlined achieved
Freemium sign-ups at the conference exceeded expectations
empower users
Majority of users onboarded without customer support
Indusry adoption
Enterprise clients, including PepsiCo, adopted the platform for certification management
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Business Model
B2C
Platform
Mobile +
Desktop
Facility
Floor Managment
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Business Model
B2B
Platform
Tablet,
Desktop