The open signup process for Balanced was optimized for accessibility, enabling marketplaces to easily sign up and transact. This onboarding flow, however, failed to filter out prohibited and undesirable businesses, creating a support burden for Balanced. Marketplaces turned away in the midst of integration were regrettably left with an unsatisfactory experience.
The sales, engineering, and product teams settled on the need for an approval process. While test access remained open, marketplaces needed to explicitly apply for a production account to transact live. This product change required a revamping of the user flow from the website to the dashboard.
The new onboarding pages provide clear messaging about Balanced’s supported use cases and sets proper expectations for approval.
