Fixing a Broken Onboarding Funnel
Description You're joining Lumen as their first Senior Product Designer. Lumen builds workflow automation software for mid-market operations teams — think approval chains, task routing, and audit trails for companies with 200–2,000…
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What You'll Be Doing
Description
You're joining Lumen as their first Senior Product Designer. Lumen builds workflow automation software for mid-market operations teams — think approval chains, task routing, and audit trails for companies with 200–2,000 employees. Lumen has 60 customers, is post-Series A, and just closed its first cohort of larger accounts.
The problem: new signups are dropping off hard between account creation and their first completed workflow. The Head of Product has handed you the data and a mandate: "Diagnose it and show me a fix. You own the onboarding experience."
The data package:
| Metric | Value |
|---|---|
| Signup → first workflow created | 41% |
| First workflow created → first workflow completed | 52% |
| Median time to first completed workflow | 3 days, 40 minutes active time |
| Support tickets tagged "confused during setup" (first 7 days) | 34% of all new-account tickets |
| Users who abandon at the "connect your team's tools" step | 61% of those who reach it |
| NPS from users who complete onboarding within 24 hours | +58 |
| NPS from users who take longer than 3 days | +6 |
Top verbatims from onboarding-abandon exit surveys:
- "I didn't understand what a 'workflow' was supposed to do for my team until I'd already given up" (mentioned by 44% of abandoners)
- "It asked me to connect Slack and our HR system before I'd even seen the product do anything" (37%)
- "I got an error partway through and just closed the tab" (22%)
You have 45 minutes to diagnose the problem and design a fix for the highest-leverage part of the flow.
Constraints to Consider
- No new components this sprint: Engineering has a component-freeze through the current sprint for an unrelated infrastructure migration. Your solution must be buildable using Lumen's existing design system and component library (you may describe the system's likely primitives — buttons, cards, steppers, empty states — and design within them; you do not need an actual component library file).
- Accessibility complaint on file: A support ticket from a screen-reader user flagged that the current setup flow's error states are not announced. Any redesign of the setup flow must address this.
- The "connect your tools" step cannot be removed: Legal/security requires the Slack + HR system connection to happen before a workflow can route approvals. You cannot skip or defer this step out of the flow entirely — you can redesign when and how it's presented.
- No user research budget this quarter: You have the aggregate data and verbatims above, but no ability to run new user interviews or usability tests before shipping.
- Sales wants a "power user" fast-path added: The VP of Sales is pushing for an advanced setup option for technical buyers who want to configure everything up front. You do not have to build this, but you must address it in your design rationale.
AI Usage Guidance
We expect you to use AI tools. We evaluate how you use them — not whether you use them. Evidence of iteration, redirection, and critical evaluation scores higher than a polished output with no process documentation.
The single highest-signal indicator: your video answer to the mandatory AI question. If you cannot name a specific moment where you redirected AI output, evaluators will assume you did not.
Mandatory AI question for your video: Walk me through one moment where you disagreed with, pushed back on, or redirected what the AI gave you — and what you did instead. Name the specific moment. Explain what the AI produced that didn't meet the bar, what you did differently, and why.
Video guidance for this role: Speak naturally, as if walking a PM and an engineer through your Figma file together. We're listening for your decision logic — the constraints you weighed and the trade-off you made — not verbal polish.
Submission: Upload each deliverable as a separate file directly on the Provn platform: your Design Artifact, your README document (Sections A, B, and C), and your video walkthrough (MP4 or MOV).
What You'll Accomplish
Demonstrate the ability to diagnose a multi-signal UX problem and identify its highest-leverage fix from imperfect, aggregate data
Produce an implementable design solution within a stated component and accessibility constraint
Show evidence-driven iteration: a direction considered, evidence against it, and the resulting change
Connect a design decision to a specific, scenario-anchored outcome metric
Show how you worked with AI to accelerate your process — including at least one moment where you redirected it
How Your Work Will Be Scored
What to Submit
File 1 — Design Artifact:
Format: no restrictions
Your redesigned flow for the highest-leverage step(s) you identify. Submit as exported screens/frames (PNG, PDF, or a shared Figma link with view access). Should show at least the primary path and one edge/error state. No required tool — any design tool is acceptable.
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File 2 — README Document:
Format: .pdf, .doc, .docx, .rtf, .txt, .md
Three required sections — Section A — Design Rationale (300–500 words): Walk through how you diagnosed the highest-leverage problem, what alternative framing you considered and rejected, and one direction you tried and abandoned — including the evidence that changed your mind. Section B — Collaboration & Measurement Plan: Two parts required. Part B1: What you'd hand off to engineering (states, constraints, open questions) and how you'd respond to the VP of Sales' "power user fast-path" request. Part B2: The specific metric you'd expect to move, with a target anchored to a number in the data package and a timeframe, plus what you'd change if it doesn't move within the first 2 weeks post-launch. Section C — AI Usage Log (Mandatory): In a short section of your README, document your AI collaboration process. For each significant interaction with an AI tool, briefly note: what you asked the AI to help with / what it gave you / what you kept, changed, or rejected — and why. Three interactions documented is sufficient.
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File 3 — Video Walkthrough (8–10 minutes):
Format: .mp4, .mov, .webm
Record as MP4 or MOV and upload directly on the Provn platform as a separate file. Cover: (1) your diagnosis — what you believe is the highest-leverage problem and why; (2) your design walkthrough and the trade-off you made; (3) your collaboration and measurement plan highlights; (4) mandatory AI question (see AI Usage Guidance above); (5) what you'd do differently with more time or real user research.
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