All case studies
Initech2025
Rebuilding Initech onboarding from scratch
Initech was losing half its new signups before they hit their first value moment. We ran a 6-week onboarding redesign that got new accounts from signup to success in under ten minutes.
The challenge
Onboarding was 11 steps across 4 screens, and the product-value moment was buried on step 8. Most new accounts never made it that far.
Our approach
- 01Watched 20 new-user sessions before drawing anything. Every redesign proposal had to survive those recordings.
- 02Cut onboarding from 11 steps to 4. Everything optional moved to in-product nudges later.
- 03Brought the product-value moment to step 2 via a pre-seeded sample project.
- 04Added a clear path back into onboarding for users who bounce mid-flow.
The outcome
Drop-off during onboarding fell 55%. Median time-to-first-value went from 24 minutes to 8. Week-one retention improved enough to shift the team from growth work to retention work.
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