Case Study
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Background
I joined Agrello as a Visual/UI/UX Designer in 2018, one of two in-house designers in a company of 10 people (including developers, a Marketing Lead, and a Sales Lead. Two years later, we also acquired a Product Owner).
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The project under this consideration involved the redesign and enhancement of Agrello e-signature and document management platform, comprising both web and mobile applications. The primary goal was to create a more user-friendly and efficient system that caters to both B2C and B2B users.
The Problem
The initial iteration of the platform presented several user challenges, leading to very high drop-off rates.
  • Users struggled with a complex onboarding process, which required switching between the web and mobile apps
  • The creation of two separate PIN codes for different functions caused confusion and frustration among users
  • The online identity verification using Veriff to be able to sign the documents caused users to be deterred
  • Utilizing the app across different devices became a source of frustration as it required pairing each new device with a specific phone's key pairs
  • The invitation for signing was sent at an unexpected time for the document creator
  • All documents were organized in a single list without the option for foldering, only some limited filters were available
  • For those outside of Estonia, the concept of ASIC container for signed documents caused the confusion, as it was unfamiliar and difficult to grasp
The Goal
The goal was to achieve a user-centric solution that offers a seamless experience for individuals and businesses, both within and outside of Estonia. The overarching objective was to enhance user satisfaction, streamline the document signing process, and making the platform more accessible for a global audience.

The primary focus at this stage was to enhance the overall onboarding and mobile app experience.
Initial Onboarding
User Research
With limited initial user engagement due to high drop-offs, we had to be resourceful in understanding our users' existing and potential pain points. To gather valuable insights, every product team member played an active role in our user research efforts.
Firstly, we implemented an in-app feedback form, allowing users to share their experiences and concerns directly. This form served as a  tool for collecting user-generated data, helping us identify areas that needed improvement.
Moreover, we proactively reached out to our friends, particularly those who worked in fields that involved extensive paperwork, such as lawyers, accountants, and HR managers. By observing their daily routines and listening to their expectations, we gained valuable insights into their workflow and what they desired from our platform.
In addition, we conducted interviews with regular individuals to gather ideas and uncover potential use cases for our platform.
With a wealth of data in hand, our team undertook the task of conceptualizing and defining the areas where we could make the most significant impact and not to fall into an infinite-iteration drama, taking in consideration our limited development resources.

‍Additionally, the research reaffirmed my initial assumption, highlighting that our platform was better suited for business cases rather than individual use.
User Personas
Kätlin
Accountant, 44
Kätlin works as an accountant in a mid-sized firm. Her role involves creating financial documents, such as invoices and expense reports. She frequently needs to sign these documents herself or send them for approval to her supervisor. Efficiency and accuracy are critical in her work.
Frustrations
  • Kätlin often faces delays in document approval, which affects the financial processes.
  • Managing the workflow of documents, tracking their status, and ensuring they are securely stored are major challenges.
  • She needs a solution that simplifies document creation, signing, and management while maintaining data integrity.
Expectations
  • She desires a secure e-signature feature for both self-signing and supervisor approvals.
  • Expects the platform to streamline the document creation process with customizable templates.
  • Efficient document management capabilities, including tracking and version control, are crucial for her work.
David
Freelancer, 39
David is a freelance graphic designer who collaborates with clients from around the world. He often engages in international projects and requires quick and secure document signing and management solutions. Simplicity and flexibility in his work tools are essential.
Frustrations
  • David faces challenges in getting timely sign-offs from clients located in different countries, each with varying document requirements.
  • Managing a diverse portfolio of international contracts and project records is time-consuming and complex.
  • The lack of a unified, secure, and internationally compliant document signing solution hinders his freelance work.
Expectations
  • David expects the platform to simplify the process of international document signing, accommodating various legal and cultural requirements.
  • He desires an intuitive and multilingual interface to cater to clients worldwide.
  • Robust document management features with global accessibility and secure e-signatures are vital to support his freelance work on an international scale.
Empathy Map
SAYS
  • Expresses the need for simplified document workflows
  • Communicates frustration with the bureaucracy of approval processes
  • Desires a user-friendly platform for seamless interactions
THINKS
  • Reflects on the significance of streamlined document management
  • Considers the impact of document complexities on productivity
  • Weighs the benefits of adaptable work tools
DOES
  • Engages actively in document creation and organization
  • Explores solutions to enhance workflow efficiency
  • Encounters diverse challenges linked to international document signing
FEELS
  • Experiences impatience due to prolonged approval cycles
  • Nurtures the aspiration for smoother, more efficient processes
  • Values a user-centric experience that minimizes frustrations
Solution
Based on the processed data, a significant decision was made to eliminate the need for specific phone key pairs and create a platform fully accessible from both desktop and mobile devices, according to user preferences.
Simplified Onboarding
  • Remove PIN codes
  • Implement an email-based sign-up or via Google, Apple, or social media accounts
  • Implement an one-time email confirmation code during sign-up/sign-in with email
Document Management & Signing
  • Create new document either in web or mobile app
  • The invitation for signing should be sent at a convenient time
  • Make PAdES and XAdES as default format for signing, and keep ASIC optional
  • Implement signing with Smart-ID and Mobile-ID for users from the Baltics
  • Provide access to document preview without downloading it
  • Establish a collaborative environment that allows users to create folders
Usability testing
When high-fidelity wireframes with a slightly different workflow were created, we reached the phase where real testing began.

After several attempts at testing images, both online and in printed form, I observed that users struggled with the lack of interactivity in static images. To address this issue, I've found an ideal solution for our case and created working prototypes in Webflow (which allowed for easy adjustments on the fly), with microanimations and underlying logic (to the extent possible).

Pilot users were now able to conveniently test the prototypes on their own mobile phones, which provided valuable insights into pain points. This, in turn, allowed for refining the final workflow before handing it over to the developers.
Onboarding User Flow
Simplified process was developed as a first priority and reduced onboarding drop-offs from 70% to 10%.
Final Design
Our developers' preference was to use Google Material as a base, with some customizations. So the design was made in consideration of this design system.