Product-Led Growth - turning installs into impact
The product was installed - but users weren't activated. I redesigned the onboarding to build value perception early, guide users to their first "aha" moment, and lay the groundwork for a self-serve free trial.
Lack of onboarding led to low activation - and heavy CSM handholding
Too many steps and not enough guidance prevented users from reaching the "aha" moment. Three friction points stacked back-to-back, each quietly draining momentum before the product could prove its value.
No clear value upfront
No guidance on how to start
Small touchpoints, big confusion
= churn risk
Symptom: CSMs were spending hours hand-holding new accounts through their first session - a non-scalable cost that rose with every new install.
Define what activation actually means
Through analytics, we identified a strong link between users' first-day actions and their long-term engagement. We grouped users into three behavioural cohorts and traced retention back to the moments that mattered most.
A faster path to value with streamlined onboarding
Three reworks, one through-line: build value perception before install, remove every detour after install, and prompt the "aha" moment by default.
A pre-install landing page that sells the payoff
Introduced a pre-install landing page with a clear login flow and setup steps - so users walked into the install knowing what they were going to get. Value perception built before any commitment was made.
Route users straight to a subscribed category page
After login, the extension auto-routes users to a category page they've already subscribed to, where product highlights are visible right away. No extra clicks. No scavenger-hunt navigation.
Auto-trigger a lightweight product tour on arrival
On the subscribed page, a two-step product tour shows users how the highlight works and prompts the first click. The "aha" moment - seeing prices across retailers - becomes the default outcome, not the lucky one.
Smooth onboarding drove a 9% lift in user activation
The new flow shifted users through every onboarding stage faster, with the largest gains landing exactly where the old flow leaked - between login and the first price check. All measured within 3 months of launch.
Paving the way for a Product-Led Growth free trial
The onboarding work unlocked something bigger: a self-serve free trial experience that lets users explore the product instantly - no sales call required. The flow now supports three key PLG moments end-to-end.
Value perception
Clear positioning and a simple install path build immediate interest before any commitment is asked of the user.
Value adoption
Users start tracking prices for free with minimal setup - the product itself does the onboarding work.
Value realization
Real-time data and competitor insights make the product's payoff obvious within the first session.
The broader journey on activation and engagement
Beyond the onboarding funnel, I worked on engagement across the main product to understand how value gets adopted at every stage of the lifecycle.
Defined what activation really means
Grouped users into Power, Core, and Casual cohorts to see how different first-week behaviours impacted long-term engagement and retention.
Found the leaks - then ran experiments
Dug into funnel data to identify where users dropped off and why, then designed experiments to bring people back at the moments they'd disengaged.
Built value moments into every new feature
Made sure new features had built-in value moments from day one, backed by Intercom in-app messaging to see what actually clicked with users.
Great products don't win alone - clear paths to value do
- 1 Start with value. Users don't care about setup - they care about the payoff. Show it fast, and they'll stick around. Data helps pinpoint where the "aha" moment really lands.
- 2 Guide, don't guess. A quick tour or smart nudge beats hoping users will figure it out. Funnel and behaviour data show where they get lost - so we can lead with well-timed prompts.
- 3 Let the product speak. The best pitch is the product itself. A hands-on trial backed by usage data builds more trust - and gives us real signals on what's working.