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Onboarding Home

Home for the new customers to get guided step on how to adopt the tool

Overview

As Invitae was about to launch NIPS in-house, we needed to create a results experience in the web portal for patients who are in the early stages of pregnancy.

My role

I was a lead designer on Growth team. This is oen of the Big Rock project to reframe onboarding to price-packaging to JTBDs.

Overview

As Invitae was about to launch NIPS in-house, we needed to create a results experience in the web portal for patients who are in the early stages of pregnancy.

My role

I was a lead designer on Growth team. This is oen of the Big Rock project to reframe onboarding to price-packaging to JTBDs.

Overview

As Invitae was about to launch NIPS in-house, we needed to create a results experience in the web portal for patients who are in the early stages of pregnancy.

My role

I was a lead designer on Growth team. This is oen of the Big Rock project to reframe onboarding to price-packaging to JTBDs.

#1 reason for churn

Productboard is too complex for our needs.

Also #1 reason for users not converting to customers after the free trial ends. There are many functionalities and use cases within the product and users don't know how best to utilize them. Not everyone can get the white glove treatment from CS or sales team after they sign up for product.

Problem

The current onboarding home experience is closely tied to pricing & packaging, requiring users to choose a plan first.

In 2021, the team launched Onboarding Home for new users, which boosted our KPIs. However, the experience is closely tied to pricing and packaging, requiring users to choose a plan first: conflicting with their mental model to start with a use case.

Our goal

Shift perspective from plan-based onboarding to JTBD-based onboarding.

To get started, we wanted to define the earliest points new users realize the value of Productboard and what steps it takes them to get there.

We broke down activation into 3 phases:

Setup moment

The user has performed the necessary actions to set up the core value prop.

Magic moment

The user has experienced the core value prop for the first time.

Habit moment

The user has established habits around the core value prop.

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