Launching a Self-Serve Onboarding Flow
Taking an enterprise product downmarket required a completely new approach to onboarding and activation.
The Challenge
The product was historically sold via a high-touch enterprise sales motion. To hit our growth targets, we needed to open up a product-led growth (PLG) tier.
Execution
I mapped out the entire "Aha!" moment journey. We rebuilt the first 5 minutes of the product experience, substituting human assistance with contextual tooltips, empty states with clear calls-to-action, and a progress tracker.
The Execution Strategy
To tackle this challenge, I relied on a combination of deep research, iterative development, and tight feedback loops with stakeholders. We moved quickly to validate our core assumptions before scaling the solution.
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