Overview

I rebuilt BitGo’s enterprise onboarding as a role-based, self-serve experience.

Role: Product Designer II, Design Lead
Partners: Data, CSM, Legal, Compliance, Eng
Tools: Figma, Excalidraw, Claude

Context

No institution can deposit or do business on BitGo until its account is verified.

Problem

15 fixed steps. Five of them stalled most enterprises.

I worked with data and CSM teams to find the three questions admins couldn’t answer alone.

Sign upWhere admins stalledFirst deposit

“Which custody setup is right for us?”

Keys stored in the US or Singapore? Admins had no clue.
“Is this the right document, and where’s our approval?”

Approvals sat pending, with no status and no next step.
“We’re set up. Now what?”

Setup ended with an empty account and no direction.

Approach

Not a redesign. A funnel to optimise, with every team that owned a step.

Measure

Drop-off data and CSM conversations showed which steps cost the most days.

Partner

Each step had an owner. I worked through Legal, Compliance, CSM and Engineering.

Track

Every change was measured on conversion, first deposits and support tickets.

I worked with each team that owned a part of onboarding.

Identity
Sign up · Verify email · Set passkeys · Recovery codes
Account & Custody
Account type · Business information · Select custody
Legal & Compliance
Sign agreements · KYC verification · KYB verification
Wallets
Create wallets · Fuel gas tanks
Treasury
Deposit cash or crypto
Team Management
Invite members
Policies
Set policies

Use Cases

The changes that made self-serve onboarding work.

Out of many product enhancements, these three moved the needle most.

Use Case 01

A shared vision, shipped in phases.

Engineering couldn’t take the full vision in one quarter. So I worked backwards with each team: the new interface and SSO shipped first, guided onboarding followed, through prototypes, designs and my own code PRs.

Use Case 02

Clear guidance, without the technical jargon.

Admins didn’t know which document each step needed, so wrong uploads restarted reviews. With technical copywriters, I replaced jargon with plain guidance at every step.

The Business Information step, with a short line on why it’s needed

Use Case 03

Only what’s needed now, with room to explore.

A long multi-step flow left admins lost. Showing one required step at a time lowered the load, and recommendations to explore came later, once setup was done.

Impact

Onboarding went from 15 to 7 business days.

50%

Higher onboarding conversion

95%

Fewer support tickets

First-login deposits

Some of the initiatives are being developed at BitGo. Please reach out for more information.

Helping enterprises onboard on their own, without a CSM at every step.