Seamless Onboarding for Enterprise Users in Levain
Levain is the back-office and enterprise division of Cake Group’s DeFi earning platform, Bake. It is designed to help treasurers, hedge funds, and other enterprise users manage their digital assets securely and seamlessly on a single platform. Internally, Bake uses Levain to safeguard user funds and assets. Additionally, with its SDK and API, external parties can integrate and build on Levain. To encourage developers to build on Levain we wanted to open it to other enterprise users, and to do that we needed a solid onboarding or sign up flow that can help convert enterprise users.
My Role
As a Senior Product Designer at Levain, I led the end-to-end design process—from initial requirements and briefs to high-fidelity designs, QA, and launch.
My Teammates
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Head Of Design - Provided mentorship and guidance, offering feedback on UX principles and best practices to ensure the most effective approach for the project.
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Product Manager - Defined the requirements and ensured alignment with the project vision, roadmap, and engineering capacity while also identifying technical limitations.​
Background
Levain has been the backbone of Cake’s customer-facing app, Bake, ensuring the safety of customer funds while serving as the primary tool for the finance and treasury teams to manage both company and customer assets. It performed well, receiving positive feedback from Bake’s development team. Now, we aim to evolve Levain into a standalone product vertical—one that can onboard external enterprises such as banks and exchanges for their digital asset management needs. To achieve this, we need to design a high-conversion onboarding flow to attract and convert enterprise customers.
The Problem
This project came with its own set of challenges. Below are the key obstacles we aimed to solve with the crypto wallet feature.
Complex Product Offering
Levain is a complex product designed for both treasurers and developers. Our challenge was to simplify the experience—reducing jargon and streamlining the flow—to ensure a smooth onboarding process and minimize drop-offs.
Safety & Security
Unlike other SaaS products, Levain requires additional steps in the onboarding process due to its web3 nature. This includes presenting users with secret phrases to recover their web3 wallets, which could be a potential drop-off point.
Design System and Platform Revamp
This project coincided with a broader revamp of Levain's platform, where we overhauled the front-end of the dashboard. The revamp included introducing dark mode and implementing UI elements powered by Tailwind. I played a key role in developing the new design system, implementing dark mode, and updating the general UI. We decided to apply this updated style to the new onboarding flow to ensure consistency across the platform. Below is Levain’s new look:
Goal
The goal of this onboarding flow is to serve as the gateway for Levain’s transition into a commercial SaaS product. The KPIs set for this onboarding feature include:
Get xx amount of engineers to sign up to Levain, with an incentive to build for free with enterprise credits.
Launch onboarding feature one week before token 2049, in order to allow the sales team to promote and connect with the web3 community and generate leads.
Enterprise "Invite" suite of tools need to be applied, for our sales team to invite potential developers and stakeholders to use Levain and also for clients to invite their team members.
Kick-off, Product Requirement And Information Architecture
First, we mapped out the necessary data to onboard a user into Levain. After consulting with the sales team, we decided that capturing the user's contact details early in the process was essential. This way, if a user drops off during onboarding, we can reach out to them as a potential sales lead. The happy path of the onboarding flow is outlined below:
High Fidelity Designs
Below is the end-to-end flow of the happy path for users onboarding into Levain,
1. Personal And Contact Details
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We prioritized capturing the user's email and name in this step. This ensures that, in case the user drops off during the onboarding journey, our sales team can reach out to them directly.
2. Email Verification
To prevent bot sign-ups, we included an email verification step. This ensures that only legitimate users can proceed with the onboarding process.
3. Email Verified
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Once the user confirms their email by clicking the verification link, they will see this screen. If they have the onboarding flow open in another tab, the screen will automatically update, moving them to the next step.
4. Email Verified - Continuing Application
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We designed this state for the page to accommodate users who verified their email but return to the initial onboarding flow. This ensures a smooth transition without confusion.
5. Two-Factor Authentication
A mandatory process for all Levain users, adding an extra layer of security.
6. Account Recovery
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Since Levain's wallets are Web3-based, we provide secret phrases, which not only secure the wallet but also allow users to recover their account if needed.
7. Create Organization
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Users are required to name their organization, typically reflecting their company details. The organization serves as the hub where users can invite fellow team members to join.
8. Lead Generation Questions And Personalization
This step allows Levain to tailor the experience based on the organization size, etc, which will determine whether a new project or wallet is created by default in the next step.
9. Welcome Screen
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After completing the onboarding process, the user will land on this screen, where they can either create a new project or simply create a new Web3 wallet.
Outcome And Takeaways
We successfully launched this onboarding flow before the Token 2049 event, attracting both the web3 community and seasoned engineers to build web3 products on Levain. Since the Levain website was newly launched, we relied on sales-driven traffic rather than organic traffic, which likely contributed to the high completion rate of 95%, as users were actively pursued by our sales team to sign up.
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Email communication played a crucial role in this flow and will be essential in re-engaging users who didn't convert, as well as reviving sales leads. As a result, I also designed an email template specifically for this purpose.
An example of a default email template for an email verification
We eventually integrated an email system to send targeted marketing emails, aimed at generating new leads and re-engaging users who hadn’t completed the onboarding process, encouraging them to return and continue.
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Through this process, I learned the critical importance of external communication, such as text messages and emails, during the onboarding flow to help improve user conversion.
What's Next & Levain Preview
Levain was first unveiled to the public during Token 2049 and engineers outside of Bake started building their web3 products using Levain's infrastructure. We also managed to find hedge funds and banks that began to use Levain as their digital asset management platforms. Feel free to reach out if you would like to see Levain's full features email me at - aldwin112@gmail.com
