Redesigning new-customer onboarding

The old onboarding flow was nine screens. The new one is four. The metric we cared about — fraction of signups who created a bucket within an hour — moved from 38% to 71% in two weeks.

What we cut

The first three cuts were the easy ones: three screens collected data we never used. The fourth cut (a survey) was harder to argue for internally; the survey was a research artifact, not a product artifact, and survey responses were not being read.

What we kept

The remaining four screens collect billing details, region preference, an organization name, and the team's preferred notification channel. Everything else moved to a "complete your profile" prompt that surfaces during second-week usage.

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