New onboarding

A full rebuild of account setup and first-run experience: signup, guided activation, brand kit and a redesigned dashboard.

Role: Product manager and program manager
TEAM: 3 IT teams, 7-8 developers, with QA, UX and design experts, and data analysts across multiple teams; customer success, legal and compliance as stakeholders

Goal

Shorten time to value by replacing a fragmented setup with a guided activation path, so a new account reaches a first meaningful send instead of stalling on an empty state, so that the dashboard reflects progress rather than options.

Context

Account setup, onboarding and the first-run dashboard had each evolved separately. New users met a sequence of unrelated screens, no clear next step, and a dashboard built for experienced accounts.

What I did

Redesigned the entire arc as one experience: account setup flow, onboarding flow, and a getting-started interface for step-by-step product activation.
Added a business-type question up front so recommended first steps match what the customer actually does.
Built brand kit creation into onboarding, so brand colours and typography are captured once and reused everywhere downstream.
Redesigned the dashboard around activation progress and next best action rather than a flat feature menu.
Ran a continuous experimentation framework: created and scored hypotheses with RICE, prioritised tests, and built a timeline so the onboarding flow was validated and iterated rather than shipped once.
Sequenced delivery across several teams and coordinated with support and compliance so the new flow shipped market-ready.

Outcome

Shipped in part — remainder designed

Shipped in stages across 2025-2026. Directionally: significant improvement in activation and early retention, with upsell touchpoints landing inside a flow users are already completing. The AI brand kit experience in onboarding is designed; implementation is not confirmed.

Stack & methods

Activation designBrand kitDashboard IAAppcues

Visuals

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