Redesigning Onboarding for Humbee
Making onboarding flexible, faster, and scalable for 1.5L+ distribution network across India
About HUMBEE
Humbee is a B2B2C platform that provides social security benefits- insurance, scholarships, and rewards to the distribution chain (VCP) across India bridging the gap between Value Chain Partners(VCP) & Manufacturers for inclusive growth.
HUMBEE has provided ₹3700 Cr+ worth of insurance & onboarded 1.5L+ partners across India.
QUICK GLANCE
TL;DR
Humbee’s old onboarding flow had too many mandatory fields, high cognitive load, and dependency on firm data. It was long & rigid, causing users to drop off before reaching the core experience. I redesigned the onboarding into a progressive flow by decoupling user and firm onboarding, reducing upfront data entry, and introducing skip and resume functionality. This reduced onboarding steps by ~60%, lowered early cognitive load, and enabled users to reach the homepage significantly faster, while creating a scalable system that supports new industries, roles, & geographies.
METRICS
Impact
↑ 56%
Increased onboarding completion
Flexible, faster and progressive onboarding
↓ 60%
Reduced user journey steps
Decoupled user-firm onboarding and structural redesign
50K+
Firms onboarded
As of Feb 2026 within 2 months of roll-out of new design
Problem Statement
How might we design an onboarding experience that reduces friction, supports diverse user contexts, & captures critical business data without overwhelming users?
Data dependency
Users were stuck if their firm or region wasn’t in the system. Firm onboarding tightly coupled with user onboarding
High Friction
Too many mandatory fields like full address, firm details, and GST/PAN upfront.
Sequential Rigidity
Users couldn’t skip or proceed without completing every step.
Cognitive overload
Multiple screens demanding information before the user even understood the app’s value.
WHAT WASN'T WORKING
Understanding the old flow
User Onboarding
Product-Business misalignment- Mandatory "Registration screen", since HUMBEE has a push back mechanism
Unclear which fields are mandatory &/ optional, as per data ~70% of are users don't have an email
Firm Onboarding
Industry, Sub-Industry, firm, and role tightly linked
GST/PAN required at the very beginning
Full firm address (multiple fields) upfront
-
Rigid step-by-step flow
-
Multiple CTA leading to confusion & cognitive load
This felt like paperwork than an experience!
RESTRUCTURE
Old Flow vs New Flow
New Flow
FIRST CUT
The New Onboarding Flow
What Changed in the new flow?
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User onboarding flow restructured by ~60%, reducing overall friction
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Address capture simplified to a pincode-first approach
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Industry, sub-industry, manufacturer, and role selection moved earlier for contextual personalization
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GST/PAN moved to the end of the journey to reduce early drop-offs
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“Skip” enabled across steps to support progressive onboarding
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Region eligibility checks introduced
Users could now:
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Complete onboarding at their own pace
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Explore manufacturers and industry details before adding firm information
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Resume exactly where they left off
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Experience a redesigned homepage with marketing assets delivering immediate value
User onboarding
Full Name instead of First & Last
Brand specific graphics and illustrations
e-Pin introduced
T&C simplified and a click reduced
Firm onboarding
ITERATIONS 1
Feedback from Users & Market
What we learned?
Even reduced flows felt long for some users -> Drop off!
Users wanted to “look around” before committing
Single industry selection was limiting
Password creation felt heavy for the target demographic
Improvements
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Decoupled User and Firm Onboarding, reducing 60% screens
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Password input changed to setting e-Pin
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Full Name was introduced instead of password due to varied geographies
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Enabled multi-select for industries and sub-industries
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Introduced industry chips for faster scanning
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Removed T&C checkbox to view if wanted (before OTP)
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Designed two home states: Pre-firm onboarding & Post-firm onboarding
Updated Firm onboarding
ITERATIONS 2
Final Solution
While the user onboarding worked like a charm,
firm onboarding still seemed long for a pull-back approach!
Unable to edit outdated adress
Users were unable to edit auto-fetched GST/PAN address details, leading to outdated or incorrect data
How we resolved it?
Added address edit at the confirmation stage, allowing users to correct auto-fetched GST/PAN details while maintaining business constraints (state locked via GST).
Screen fatigue
The separate industry & sub-industry selection screen was repetitive and increased screen fatigue.
How we resolved it?
Removed the dedicated industry & sub-industry selection screen, converting them into filters within the manufacturer screen, reducing redundancy and overall step count.
Reduced visibility of system status
Users were sometimes unclear about their selected role during later steps, reducing visibility of system status.
How we resolved it?
Introduced a selected role chip for better clarity and system visibility, ensuring users always knew their chosen role within the flow.
What's Next
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Biometric login (Face ID / Fingerprint)
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Deeper industry and profiling flows
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Regional language support
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Recommendations on Homepage based on user activity
That's a wrap!
This project wasn’t about reducing screens, it was about respecting users’ time and context. By combining UX thinking, system design, and product strategy, the new onboarding experience enables HUMBEE to scale—without sacrificing usability.
For more details feel free to contact me at sanya.jain141@gmail.com
Thanks for reading! :)
Timelines
November - December 2025
My Role
Product & UX Designer
I led the onboarding redesign end-to-end:
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Audited the existing onboarding flow
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Defined UX principles and success metrics
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Redesigned the new onboarding journey screens as per the new design system
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Iterated designs based on feedback from business, tech teams and user analytics
Team
1x Product Designer
1x Product Manager
1x Head of Business
7x Engineers(Frontend & Backend)
Overview
Humbee’s has a diverse user base spanning varied geographies, digital literacy levels, and business types. The onboarding flow evolved organically with business needs, but over time it became long and rigid especially for first-time users.
The old onboarding flow had too many mandatory fields, high cognitive load, which led to early drop-offs and incomplete registrations.
There were 2 broad goals - to redesign screens as per new design system, and to rethink onboarding as a progressive journey.