Foreword
Trying out a new software product can feel awesome, like taking on a new superpower. Suddenly, you have a capability you didn’t have before, like having a face-to-face conversation with someone on the other side of the planet, or knowing exactly which song is playing in the restaurant you’re eating in. The real magic comes when we can seamlessly acquire these superpowers. It sets the product/customer relationship up for long- lasting success right from the beginning. When this occurs, it’s great not only for the customer, but for the business too. Converting signups into long-lasting, churn-resistant users is a tide that lifts all departmental ships: marketing, product, customer support, and beyond. Unfortunately, most transitions from struggling-to-superpowered are anything but seamless. Signup, activation, first use, and re-engagement workflows are often tacked on at the last minute. Rarely are they designed as part of the “core” product to begin with. This is ironic – not only does onboarding provide that crucial first impression, it’s also the only part of the product that, by definition, every single user will experience. When a product’s onboarding is underserved, the loss of users can be staggering. Every signup has the potential to be a valuable user of your product. And every signup has come to you thanks to the elbow grease of your marketing and product teams, who created a value proposition appealing enough to investigate.
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