A form problem in disguise.
Actually a system problem.
After a few sessions with Customer Success and some time sitting in on Membership Experience calls, the real shape of this became obvious. This was never a "make the form prettier" problem. It was a systems problem. Onboarding did not end when someone clicked submit. That click was the starting line, and the whole back half of the journey was invisible to the user.
How do you collect everything a marketplace needs without it feeling like a tax form? That one question became the entire design challenge.
I mapped the full end to end journey across three iterations. Not just the user facing screens, but everything happening behind the curtain after submission: property review, membership approval, exchange readiness. The map made the gap impossible to ignore. People finished a form and then heard nothing, and that silence quietly killed their confidence. Drag through the iterations below and you can watch the map grow as I learned more.
Each pass added fidelity. V1 captured the happy path, V2 surfaced the approval states, and V3 mapped the full post submission lifecycle. Tap through to see how the thinking evolved.
