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Role
Lead Designer
Company
Mayan (Amazon FBA automation platform)
Time Frame
Three Weeks
Overview
Mayan helps Amazon FBA sellers automate advertising and manage their business across marketplaces. But new users were churning before activation — they struggled to connect their Amazon accounts, select the right marketplace, and complete setup.
As the sole designer, I led the redesign of the onboarding flow to simplify account setup, enable multi-marketplace connections, and streamline payments and team invitations.
Result: We achieved a 70% uplift in successful self-onboarding completions, reducing support dependency and accelerating revenue activation.
The Challenge
User pain points (validated by surveys & interviews):
Confusion connecting Amazon FBA accounts and marketplaces.
No clear way to add multiple accounts or regions.
Couldn’t invite team members early, blocking collaboration.
Payments were missing from onboarding, delaying software usage.
Business impact:
Drop-off at onboarding directly affected trial-to-paid conversions.
Support was spending hours walking sellers through setup.
Leadership flagged this as a critical blocker to scaling acquisition.
Research & Discovery
I combined qualitative and quantitative inputs:
Competitor analysis of Teikametrics, Jungle Scout, Helium 10, Viral Launch, and AMZScout showed similar onboarding gaps (complex flows, poor education, limited integrations).
User surveys & interviews with 40 sellers revealed:
75% had connected FBA accounts before but found it confusing.
65% sold in multiple marketplaces.
60% wanted to add 2+ accounts.
This validated that multi-account setup and clearer guidance were must-haves.
My Process
Define
HMW statements:
How might we simplify onboarding to reduce confusion?
How might we provide guidance for multi-account and region setup?
How might we streamline payments and team invitations so users can activate faster?
Ideate
Created flowcharts to map “happy path” vs. “failure path.”
Ran paper sketch sessions with PM and Customer Success to align on priorities.
Design
Low-fi wireframes tested navigation clarity.
High-fi prototypes designed in Figma with progressive disclosure for marketplace/region setup, integrated payments, and team invites.
Validate
Conducted remote usability tests with 8 sellers.
Key findings: clearer copy reduced confusion; progressive steps prevented overwhelm; skipping payments/team invites reduced early friction.
Solution
The new flow included:
Streamlined registration (login/sign-up simplified).
Multi-marketplace connection with clear region > country > account hierarchy.
Optional team member invites built into onboarding.
Integrated payments at the end of setup (with skip option).
Progress indicators and contextual help at each step.
Collaboration
Partnered with PM to prioritize must-have onboarding features.
Worked closely with engineers to align on API constraints for Amazon integrations.
Partnered with Customer Success to identify top support tickets and integrate self-help guidance into the flow.
Shared early wireframes in sprint reviews, iterated quickly based on cross-functional feedback.
Results
70% increase in users completing onboarding independently.
Reduced support tickets related to account connection and marketplace setup.
Faster revenue activation as users could connect payments during onboarding.
Leadership greenlit onboarding as a scalable growth driver, reducing dependency on manual customer success hand-holding.
-30%
Support tickets
70%
completing onboarding
+38%
Satasfaction
Key Learnings
Simplifying complex flows requires breaking them into progressive, confidence-building steps.
Early collaboration with CS helped us design for real-world support pain points.
Adding optionality (skip payments/invite teammates) reduced friction without blocking activation.