Motherboard Platform Redesign

Motherboard's product was sound: a platform helping Nigerian employers give their staff access to health benefits. But users were dropping off before they ever reached the value. The onboarding flow was fragmented, the UI was inconsistent, and new users had no clear sense of what they were signing up for or why.

Activation was the core business problem. People signed up but never completed setup and never came back. The product could not grow if the front door was broken.

I started with usability research: watching real users attempt to onboard, identifying exactly where they stalled and why. The issues were layered. The value proposition was unclear at entry. There were too many steps before the first meaningful action. The interface did not reflect the brand's ambition.

I rebuilt the onboarding architecture from scratch, reducing the critical path, frontloading value, and introducing progressive disclosure so users only saw what they needed when they needed it.

A 230% activation jump sounds like a design win, and it was. But the real lesson was that onboarding is a trust problem before it is a UX problem. Users were not dropping off because the flow was confusing. They were dropping off because they did not yet believe the product would deliver on its promise.

Redesigning the entry experience to lead with value, not with form fields, was the shift that made everything else work.