Course: Robotic Process Automation & Process Mapping
Assignment: Process Mapping – Customer Onboarding Analysis
Analyzed the new customer onboarding process for CloudDraft, a fictional SaaS project-management company experiencing high 30-day churn. Using multi-source process discovery (support logs, Zoom transcripts, email records, Slack exports, and customer feedback), constructed a swim lane process map in Lucidchart and produced a stakeholder-ready presentation identifying bottlenecks, pain points, and competitive gaps.
The swim lane map covers four actor lanes across the full onboarding journey:
| Lane | Actor |
|---|---|
| 1 | Customer Admin (New User) |
| 2 | CloudDraft Success / Onboarding |
| 3 | CloudDraft Support |
| 4 | Customer IT (incl. Salesforce Admin) |
Key process stages:
- Email verification
- CSV data import (Standard: self-serve ≤60 rows; Enterprise: script-assisted)
- Slack integration (token/IT approval path)
- Salesforce OAuth connection (OAuth + write-access authorization)
- Integration confirmation & end state
- Reduce 30-day churn by improving onboarding clarity and reducing friction
- Ensure users successfully verify email, invite their team, import data, and connect integrations
- Provide differentiated onboarding paths for Standard vs. Enterprise customers
| # | Pain Point | Source |
|---|---|---|
| 1 | 42% drop-off at team invitation step due to Slack export friction | Slack Export |
| 2 | Hidden "Skip for now" link causing silent abandonment | UX observation |
| 3 | CSV importer crashes on files exceeding 100 rows | Support Chat Log |
| 4 | Salesforce OAuth requires IT involvement, causing multi-day delays | Zoom Transcript |
| 5 | Blank workspace overwhelms Standard-tier users at first login | Zoom Transcript, Customer Survey |
| Gap | Competitor Approach |
|---|---|
| No starter templates | Basecamp and similar tools pre-populate workspaces |
| CSV row limit | Competitors handle large imports without manual intervention |
| Hidden skip option | Competitors surface optional steps more prominently |
| Integration IT bottleneck | Competitors streamline OAuth without admin involvement |
- Increase visibility of "Skip for now" to reduce abandonment
- Fix CSV uploader row limit or auto-detect file size and redirect to assisted import
- Pre-configure starter templates for all subscription tiers
- Add Salesforce OAuth pre-check to surface IT requirements before the user attempts connection
| File | Description |
|---|---|
GB745_Process_Map_Schlichtmann.pdf |
Swim lane process map (Lucidchart export) |
GB745_Onboarding_Process_Map_Presentation_Schlichtmann.pdf |
Stakeholder presentation (goals, map, pain points, industry comparison) |
process-files/ |
Source materials used for process discovery |
| File | Type |
|---|---|
Email - New User Signup.pdf |
Welcome email flow |
Email - Slack Integration.pdf |
Integration prompt email |
Slack Export.docx |
Slack workspace export data |
Support Chat Log.docx |
Customer support interaction log |
Zoom Transcript - Onboarding Kickoff.docx |
Enterprise kickoff call transcript |
Customer Feedback Survey.docx |
Post-onboarding survey responses |
Handwritten Note.png |
Analyst field notes |
Lucidchart Swim Lane Process Mapping Business Process Analysis SaaS Onboarding Stakeholder Communication Root Cause Analysis