Onboarding
Drove a cross-platform onboarding strategy that reframed activation around moments of truth, unblocking growth at scale.
Context
After years of sales-led growth, Workleap wanted to shift toward product-led in order to reignite the self-serve pipeline. We had relied too heavily on sales to make our numbers, and the product experience wasn’t helping. The conversion rate for self-serve users was at 0.19%, an all-time low compared to 20% back in 2021.
The challenge was clear: show trial users the value of Officevibe faster, create a convincing upgrade path, and ease the flow from trial to paid. I collaborated with our VP of Design and CPO to define the problem and set our goals.
The challenge was clear: show trial users the value of Officevibe faster, create a convincing upgrade path, and ease the flow from trial to paid. I collaborated with our VP of Design and CPO to define the problem and set our goals.
Process
We started by looking at the data we already had. Through funnel analysis, we saw exactly where users were dropping and identified the friction points in our flow. From there, we explored what would make onboarding more persuasive, both for Officevibe and for the broader platform.
Because we had limited time and needed to deliver impact quickly, we focused on the leanest way to create value. This meant designing an experience that could both scale to the platform level and work within existing constraints.
Because we had limited time and needed to deliver impact quickly, we focused on the leanest way to create value. This meant designing an experience that could both scale to the platform level and work within existing constraints.
Solution
We reorganized onboarding around a series of “moments of truth” — points where users could experience a clear piece of product value. Each moment built on the previous one, gradually introducing complexity and ultimately leading to the biggest hurdle: inviting their team to start tracking engagement.
A key decision was to use mock data. Without it, new users only saw empty reports, which was disengaging and failed to communicate value. By pre-populating with mock data, users could project themselves into the product and understand its purpose immediately.
We also explored a more complex path where users declared their intent upfront so we could guide them to the most relevant features. But given the constraints, we prioritized the moments-of-truth approach for speed and clarity.
A key decision was to use mock data. Without it, new users only saw empty reports, which was disengaging and failed to communicate value. By pre-populating with mock data, users could project themselves into the product and understand its purpose immediately.
We also explored a more complex path where users declared their intent upfront so we could guide them to the most relevant features. But given the constraints, we prioritized the moments-of-truth approach for speed and clarity.
Impact & learnings
The results were immediate: conversion rate rose to 15%, a massive jump from 0.19%. Trial engagement increased, and users started inviting their teams much faster — previously the biggest hurdle to conversion. The new flow also reduced friction in the upgrade process, making the product feel more self-serve and convincing.
The key learning was that small, strategically placed changes can have outsized impact in a product-led growth model. Showing value early, even in a lightweight way, was more effective than over-engineering the flow.
The key learning was that small, strategically placed changes can have outsized impact in a product-led growth model. Showing value early, even in a lightweight way, was more effective than over-engineering the flow.