The Problem: Customers Signed Up, Then Disappeared
A B2B project management SaaS was converting trials to paid at a decent rate — but 34% of new customers never completed setup. They'd sign up, hit the onboarding flow, and vanish. Support was overwhelmed with "how do I…" tickets. Revenue was leaking before customers even saw value.
Nobody Could Agree What "Good Onboarding" Actually Meant
The team knew onboarding was broken. Product had shipped 4 "improvements" in 6 months. Support was still drowning. Sales was frustrated. Nobody could agree on what success looked like:
Product measured "steps completed"
Support measured "tickets per new user"
Sales wanted "time to first project created"
Everyone was right. Nobody was aligned. The roadmap was political, not outcome-driven.
How do we define "good enough" onboarding — and know when we've actually fixed it?
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SOLUTIONS
We Mapped The Journey, Defined The Target, Prioritized The Fixes
In 10 days, we:
Audited the actual onboarding flow — logged every friction point, unclear instruction, and edge case that blocked completion
Defined success: "90% of users create their first project within 15 minutes, without contacting support"
Identified the 5 critical fixes (out of 23 issues found) that would move the needle
Gave them a ranked roadmap: "Fix these first. Measure this KPI. Ignore everything else for now."
The team had clarity. Product could defend priorities. Engineering knew what "done" looked like.
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RESULTS
Drop-Off Cut by 65%. Support Tickets Down 41%.
Within 8 weeks of implementing the prioritized fixes:
Onboarding drop-off fell from 34% to 12%
"How do I start?" support tickets dropped 41%
Time-to-first-project went from 28 minutes to 11 minutes
More importantly: the team now had a measurable definition of "good" they could optimize against.
-65%
Onboarding drop-off
-41%
Faster lead Setup support tickets
11 min
Avg. time to first project (down from 28)
“Engineering lost days per sprint waiting for decisions. The 30-day pod delivered a build-ready spec for submission + payment change – we hit the Q3 release.”
Azzam Rezk
Project Manager Randstadt Digital
