come up with a new solution.
It’s the other two quadrants that are less straightforward. In the top right, it could look like your onboarding is performing well. It’s tempting to continue to optimize, and try to get incremental improvements out of that experience. But the large shifts in context might actually be masking new opportunities that could unlock serious potential in your onboarding experience. In other words, what used to be good performance might not be all that good any more. In the bottom left, the temptation is to try optimizing incrementally from bad performance to good. In fact, a redesign may get you to good performance more quickly than an incremental approach. Let’s investigate these axes using a concrete example from our experience at
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