onboarding
Design user onboarding flows that maximize activation and time-to-value.
Define Activation First
Answer before designing anything:
- What specific action = user got value?
- What % of signups currently reach it?
- What's the minimum path to get there?
If you can't answer these, onboarding will optimize the wrong thing.
Measure the Funnel
Create this table for current state:
| Step | Users | Drop-off |
|---|---|---|
| Signed up | 100% | - |
| Step 2 | ?% | ?% |
| Step 3 | ?% | ?% |
| Activated | ?% | ?% |
Biggest drop-off = focus there first. Everything else is distraction.
Signup Form
At signup, require ONLY: email + password. Everything else: defer until after first value delivered.
For each additional field, calculate: how many users lost × LTV = cost of that field.
Segmentation Question
One question only, immediately after signup: "What's your main goal?" with 3-4 options.
Route to different:
- First action to complete
- Empty state messaging
- Email sequence
More than 4 paths = complexity without benefit.
Checklist Pattern
Structure:
- 4-6 items maximum
- First item already complete when shown (quick win psychology)
- Items ordered by value delivered, not logical sequence
- Persists across sessions
- Completion reward visible
Format: action verb + outcome ✓ "Create your first project" ✗ "Projects"
Empty State Formula
Every empty screen needs:
- What will appear here (1 sentence)
- Visual of populated state or example
- ONE action button (primary style)
Pre-populated templates > blank slate.
Email Sequence
| Day | Trigger | Content |
|---|---|---|
| 0 | Signup | Welcome + single quick win CTA |
| 1 | Not activated | Reminder + "here's how" |
| 3 | Not activated | Social proof / success story |
| 7 | Not activated | Feature highlight |
| 14 | Inactive | "We miss you" + incentive |
Stop sequence immediately when user activates.
Tooltips vs Modals
- Tooltip: single UI element explanation, non-blocking
- Modal: requires decision, blocks everything
- Tour: max 3-5 steps or users skip
Never repeat to returning users. Trigger contextually, not on every login.
Metrics
Track weekly:
- Signup → Activation rate
- Time to activate (median)
- Drop-off by step
- Day 1, Day 7 retention: activated vs non-activated
Activated users should retain 2-3x better. If not, activation definition is wrong.
Common Failures
- Asking for info before showing value—user hasn't bought in
- Tour showing everything—overwhelms, skip rate high
- Same onboarding for all segments—relevance drives completion
- No follow-up emails—user closes tab and forgets
- Blocking features behind upgrade before value demonstrated