User Onboarding - Zoko + Meta
Significantly reduced onboarding friction and improved activation rates for first-time merchants
Context
To use Zoko, businesses need to set up a WhatsApp Business API account through Meta.
This setup process is complex and controlled by Meta, meaning we had limited control over the experience. Many users struggled to complete onboarding, leading to drop-offs before they could start using the product.
Key Problems
• Meta onboarding flow is complex and not fully in our control
• Users struggled to understand what to do at each step
• Drop-offs during account setup
• Even after setup, users didn’t know how to start using Zoko
Why This Problem Is Complex
We couldn’t redesign the Meta experience itself.
The challenge was to guide users through an external system while keeping them confident and engaged inside our product.
Design Approach
We prioritised visibility and operational clarity over minimal visual design.
User testing showed that in high-volume environments, users prefer:
1) Break onboarding into clear, manageable steps
2) Guide users step-by-step instead of overwhelming them
3) Provide feedback and progress visibility
3) Help users get value immediately after setup
Solution Overview
Improved the onboarding experience in two parts:
1. Simplified guidance for Meta account setup
2. Introduced a checklist to help users activate key features after onboarding
Guided Setup (Meta Integration)
Added clear guidance during the setup process to help users complete Meta onboarding.
This included step-by-step instructions, simplified flows, and handling edge cases like Shopify vs non-Shopify users.

Handling Different User Paths
Designed different onboarding paths based on user type and conditions.
This helped reduce confusion and made the experience more relevant for each user.

Post-Onboarding Checklist (Key Feature)
Introduced an onboarding checklist after account setup to guide users on what to do next.
Instead of leaving users at an empty state, we helped them:
• Verify account
• Install Shopify app
• Set up billing
• Invite team members
• Activate essential flows

Driving Activation
The checklist focused on helping users reach meaningful actions quickly - like sending messages or setting up automation.
This reduced the gap between account creation and actual product usage.

Before → After
Before:
- Complex and confusing onboarding
- High drop-offs during setup
- No clear next steps after account creation
After:
- Guided onboarding experience
- Clear step-by-step checklist
- Faster activation and product usage
Impact
- Reduced onboarding friction
- Improved completion of setup steps
- Helped users start using Zoko faster
- Increased activation of key features
What I Learned
When you can’t control part of the experience, the best thing you can do is guide users clearly and reduce confusion as much as possible.
Let’s build thoughtful, scalable products.
Open to senior IC and design leadership roles. If you're building something interesting, let’s talk.
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