Onboarding Redesign

Overview

A full redesign of the onboarding flow for a B2B SaaS platform serving 40,000+ users. The goal was to reduce activation friction and surface value faster.

The Problem

Users were dropping off at step 3 of 8 in the setup wizard. Qualitative interviews revealed confusion around feature naming and unclear next-steps after account creation.

The Solution

A contextual checklist-driven onboarding with inline tooltips and a persistent progress indicator. Reduced required steps from 8 to 4 by deferring optional setup.

Outcome

Activation rate improved from 34% to 61%. Time-to-first-value dropped from 14 days to 3. NPS for onboarding segment increased by 22 points.

Process

1. 01Conducted 12 user interviews with churned and retained cohorts
2. 02Mapped the existing journey across 6 touchpoints
3. 03Ran card sorting to reframe information architecture
4. 04Built 3 prototypes in Figma — progressive disclosure, checklist, and guided tour
5. 05A/B tested prototypes with 200 users across 2 weeks