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