How to design a great onboarding experience

Plus, my favourite articles and tools to inspire your user onboarding flows

Author

Fiona Burns
February 13, 2025

Hey - it’s Fiona

This week, I’m diving into a topic that can make or break your marketplace: user onboarding. Whether you’re welcoming customers, providers, or both, a seamless onboarding experience is key to keeping users engaged and coming back for more.

In this issue, I’ll cover:

  • How to structure your onboarding flow for maximum impact

  • Examples of marketplaces that absolutely nail onboarding

  • Tips and resources to help you get started

QUESTION OF THE WEEK

How do I design an onboarding flow that works for both customers and providers?

Designing an onboarding flow that works for both customers and providers can feel tricky. Both groups have very different needs and goals. But with the right approach, you can create an experience that feels personalised and intuitive.

This is how I approach user onboarding when working with my clients:

1. Understand your users’ goals

Before you design anything, you need to understand what your customers and providers are trying to achieve.

Customers: They want to find what they’re looking for quickly and easily. Their goal is to complete a transaction or book a service with minimal friction.

Providers: They want to showcase their offerings, attract customers, and manage their listings efficiently.

Create user personas for both customers and providers. Map out their goals, pain points, and motivations. This will help you design an onboarding flow that speaks directly to their needs.

2. Segment your onboarding flow

One size doesn’t fit all when it comes to onboarding. Instead of trying to create a single flow for both groups, consider segmenting the experience based on the user type.

Customers: Focus on helping them discover your marketplace’s value. For example:

  • Showcase popular listings or services.

  • Highlight any unique selling points (e.g., “Book local experts in minutes”).

  • Use a simple sign-up form (e.g., “Sign up with email or Google”).

Providers: Focus on guiding them through the process of listing their offerings. For example:

  • Provide a step-by-step checklist (e.g., “Complete your profile, add your first listing, set your pricing”).

  • Offer tips or examples to help them create compelling listings.

  • Reassure them about how they’ll get paid or attract customers.

Use a welcome screen that asks, “Are you here to [find a service] or [offer a service]?” This simple question can instantly route users to the right onboarding flow.

3. Keep it simple and progressive

Nobody likes filling out a 20-field form just to get started. Instead, use progressive profiling to collect information gradually.

Customers: Start with just an email or social login. Once they’re in, you can ask for more details (e.g., preferences, location) as they explore your marketplace.

Providers: Break the process into small, manageable steps. For example:

  • Step 1: Create an account.

  • Step 2: Add a profile picture and bio.

  • Step 3: List your first service or product.

Use a progress bar or checklist to show users how far they’ve come and what’s left to do. This creates a sense of accomplishment and keeps them motivated.

4. Use visuals and interactive elements

Text-heavy onboarding can be overwhelming. Instead, use visuals, videos, or interactive elements to guide users.

Customers: Show them how to search, filter, and book using screenshots or a short video.

Providers: Use tooltips or walkthroughs to explain how to create a listing, set pricing, or manage orders.

Tools like UserGuiding or WalkMe can help you create interactive onboarding experiences without needing to code.

5. Test and iterate

Onboarding isn’t a “set it and forget it” process. Continuously test and refine your flow based on user feedback and behaviour.

A/B test: Try different versions of your onboarding flow to see what works best. For example, test a single-step form vs. a multi-step form.

Analyse drop-off points: Use analytics tools to identify where users are abandoning the process. Are they leaving at the sign-up screen? The profile completion step? Address these pain points.

Send a short survey to users who complete onboarding. Ask them what they found helpful and what could be improved.

By following these steps, you can create an onboarding flow that not only works for both customers and providers but also sets your marketplace up for long-term success.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

DESIGN SPOTLIGHT

Marketplaces with exceptional onboarding

Let’s take a look at two marketplaces that absolutely crush onboarding:

Airbnb

Airbnb’s Onboarding Airbnb is a great example of a marketplace that nails onboarding for both customers and providers.

For Guests (Customers): The onboarding flow focuses on helping them discover listings. They use a simple search bar, personalised recommendations, and a progress bar to guide users through booking their first stay.

For Hosts (Providers): Airbnb’s host onboarding is a step-by-step process with clear instructions, visuals, and even a progress tracker. They also provide tips and examples to help new hosts create attractive listings.

Why It Works: Airbnb’s onboarding is tailored to each user type, simple to follow, and visually engaging.

Etsy

Etsy is another marketplace that excels at onboarding both customers and providers, creating a seamless and supportive experience for all users.

For Buyers (Customers): Etsy’s buyer onboarding focuses on discovery and ease. They use personalised recommendations, a simple search bar with intuitive filters, and a guest checkout option to make shopping seamless. After a purchase, they encourage users to create an account for tracking orders and saving favourites.

For Sellers (Providers): Etsy’s seller onboarding is a step-by-step process with clear instructions, visual guidance, and educational resources. They break it down into manageable steps, like setting up a shop name and adding listings, while providing tips and examples to help sellers succeed.

Why It Works: Etsy tailors the experience for each user type, making it simple and engaging. Buyers enjoy a frictionless shopping experience, while sellers receive the support they need to set up their shops confidently.

Both of these marketplaces show how thoughtful design can turn onboarding from a chore into a delightful experience.

DESIGN SNIPPETS

Here are some of my favourite articles and tools to help you design a standout onboarding experience:

  • The Ultimate Guide to User Onboarding (Appcues)

  • The 11 Best User Onboarding Examples to Learn From (Appcues)

  • UI & UX design inspiration for the best user flows (Page Flows)

  • User Onboarding: Best Practices, Challenges, Stages (Whatfix)

—> ✉️ Send me your favourite tools and I’ll feature them here. 

Fiona Burns

Whenever you’re ready, there are two ways I can help you:

Sharetribe configuration - Feeling bamboozled by the Console, or simply lacking time? Leave it to me. I can set up, configure and customise your Sharetribe marketplace in no time. 

UX/UI design - Whether you want to design some additional features, or redesign your entire marketplace with your own unique style, I'm here to help.

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