← Selected work
03 / AMERICAN HEART ASSOCIATION / 1 WEEK

Organization Onboarding Redesign.

A looping, multi-form onboarding became one guided wizard with clear progress, consistent patterns and fewer pop-ups.

Lead UX DesignerUX audit, ideation workshops, high-fidelity flows, clickable prototypeFigma · FigJam · Jira

The impact

+0%

Performance gain from centralising forms, terms and privacy items.

The problem

Creating an organisation account was long and inconsistent, with terms that sent users around in loops.

The solution

A centralised, guided wizard with a standard heading, status bar, ID verification and consistent pop-ups.

Create New Organization Account · Professional Education Hub

My role
I audited the flow against Nielsen’s ten heuristics and WCAG 2.1, led ideation workshops with design and engineering, produced the high-fidelity workflow and built the clickable prototype.
The central decision
Group every form into one pop-up with a shared header and progress bar, and verify identity early so users are routed correctly.
Project scope
A redesign of the organisation-creation feature on the Professional Education Hub, delivered in one week.
01 / Context

The account that unlocks institutional pricing.

The Professional Education Hub is an online marketplace for digital medical courses, sold to individuals and to large institutions.

An institutional organisation profile is created when a user registers. An individual who belongs to an organisation during checkout receives the best offer, so getting the organisation set up correctly matters commercially.

The existing flow had numerous usability problems and long steps to finish the task. When terms were disputed during organisation creation, users wandered in loops through the same sections.

  • Audit the experience for usability and accessibility pain points
  • Run iterative workshops with design and engineering to resolve the biggest issues
  • Prepare a high-fidelity workflow for client review
  • Build a full clickable prototype ready for developer handoff
02 / Problem

A flow that looped back on itself.

Institutions re-entered the same information, were unsure what a purchase code would give them, and had no structured way to accept terms before activation.

01

Redundant entry

Institutions had to fill out repeated information manually.

02

Unclear eligibility

Purchase-code benefits were hard to understand.

03

Terms loop

There was no structured flow to enforce terms and conditions before activation.

Problem statistics from the audit: usability issues 20%, user experience 15%, UX writing 5%.
03 / Audit

Six findings across five screens.

The work followed four steps. I spent the most time in the second: a heuristic evaluation using Jakob Nielsen’s ten usability heuristics, plus WCAG 2.1 checks.

Approach: define objective and scope, heuristic evaluation, solutions with wireframes, design with prototype.

Audit, screen by screen

Scroll through the five screens and what each one revealed.

  1. 01 / Screen 1

    Help & documentation

    A required field can be bypassed through a link, which confuses users.

  2. 02 / Screen 2

    Aesthetic & minimalist design

    User actions are minimal, and the “Company Name” label makes the purpose unclear.

  3. 03 / Screen 3

    Consistency & aesthetics

    Layout and elements are inconsistent with the previous stage; form screens trigger extra pop-ups.

  4. 04 / Screen 4

    Consistency & standards

    Titles and descriptions use inconsistent colours.

  5. 05 / Screen 5

    Match with the real world

    Terms acceptance behaves unpredictably after logout and login.

Usability findings by heuristic

Count of issues logged in the audit.

Aesthetic & minimalist design

2

Consistency & standards

2

Help & documentation

1

Match with the real world

1
View as table
MeasureValue
Aesthetic & minimalist design2
Consistency & standards2
Help & documentation1
Match with the real world1
04 / Design

Fewer decisions. Clearer progress.

Three system-level fixes answered most of the findings, and a re-drawn flow removed the looping.

01

Common standard title

Tells users what they are doing and where they are, reducing cognitive load.

02

Status bar

Shows progress through a multi-step form, plus saving, loading and error states.

03

Standard pop-up size

Predictable layout avoids reorientation and layout jumps across breakpoints.

Flow, before and after

Drag the handle to compare the old pop-up sequence with the redesigned one.

After · guided wizard
Before · six pop-ups
Before · six pop-upsAfter · guided wizard⇆

Pop-ups on the main path

Journey with an existing purchase code.

Before
6
After
4

Forms are centralised into one pop-up with a shared header and wizard progress bar.

The solution screens

01 / 03
Solution 01 · One form, clear progressStandard heading, status bar, “Verify” for the Training Center ID, and a radio button in place of a dropdown for tax-exempt status.
Solution 02 · Route by identityA verified Training Center ID tied to an exclusive distributor sends the user to the right product, and the field can be reset at any time.
Solution 03 · Purchase code and termsPurchase-code options, account administrators and terms acceptance, with the relevant page shown by the choices made.
05 / Impact

Faster, simpler, more predictable.

Centralising forms, terms and privacy items improved performance and removed repeat effort.

0%

performance gain

0

usability findings addressed

0

unified wizard

“These are simple steps that make the flow friendlier and remove the extras. Keeping it simple was the hard part.”

Reflection
06 / PROCESS

How it came together.

  1. 01

    Audit

    Heuristics and accessibility checks.

  2. 02

    Workshops

    Crazy 8s and How-Might-We with product and engineering.

  3. 03

    Flows

    High-fidelity flows tied to personas.

  4. 04

    Prototype

    Clickable, usability-tested, ready for handoff.

Contact

Let's work together.

arunkumarrajendran94@gmail.com