Using UX audits, user interviews, and flow analysis to pinpoint the most impactful changes across core platform features

The status quo: fragmented flows and rising support volume

Tapestry's onboarding process had become a sticking point. Admin users — tasked with initial setup — often found it unclear where to begin or how to progress. This led to incomplete setups, user frustration, and a noticeable increase in support queries. The experience didn't reflect the platform's quality or usability elsewhere, and the team knew that focused improvements could have a major downstream impact.

The challenge: find the signal in the noise

Rather than assuming a full redesign was needed, we worked closely with Tapestry to identify where the real friction lay. The challenge was to uncover actionable insights from qualitative and behavioural data, and prioritise changes that would move the needle — without disrupting the core experience or alienating long–time users. All updates also needed to be compatible with the existing MUI framework and accommodate a wide range of user technical abilities.

Our approach: evidence–led prioritisation, lean iteration

We ran an extensive UX audit, conducted user interviews, and reviewed platform usage patterns to trace where users were stalling. The data pointed clearly to onboarding: a fragmented journey with unclear flows and inconsistent responsibilities. We designed a task–based, non–linear checklist that users could complete collaboratively and in any order. This gave users control while removing blockers. Importantly, we improved existing flows rather than rebuilding them — striking the right balance between impact and continuity.