Onboarding

Define Activation First

Answer before designing anything:

• What specific action = user got value?
• What % of signups currently reach it?
• What's the minimum path to get there?

If you can't answer these, onboarding will optimize the wrong thing.

Measure the Funnel

Create this table for current state:

Step	Users	Drop-off
Signed up	100%	-
Step 2	?%	?%
Step 3	?%	?%
Activated	?%	?%

Biggest drop-off = focus there first. Everything else is distraction.

Signup Form

At signup, require ONLY: email + password. Everything else: defer until after first value delivered.

For each additional field, calculate: how many users lost × LTV = cost of that field.

Segmentation Question

One question only, immediately after signup: "What's your main goal?" with 3-4 options.

Route to different:

• First action to complete
• Empty state messaging
• Email sequence

More than 4 paths = complexity without benefit.

Checklist Pattern

Structure:

• 4-6 items maximum
• First item already complete when shown (quick win psychology)
• Items ordered by value delivered, not logical sequence
• Persists across sessions
• Completion reward visible

Format: action verb + outcome ✓ "Create your first project" ✗ "Projects"

Empty State Formula

Every empty screen needs:

1. What will appear here (1 sentence)
2. Visual of populated state or example
3. ONE action button (primary style)

Pre-populated templates > blank slate.

Email Sequence

Day	Trigger	Content
0	Signup	Welcome + single quick win CTA
1	Not activated	Reminder + "here's how"
3	Not activated	Social proof / success story
7	Not activated	Feature highlight
14	Inactive	"We miss you" + incentive

Stop sequence immediately when user activates.

Tooltips vs Modals

• Tooltip: single UI element explanation, non-blocking
• Modal: requires decision, blocks everything
• Tour: max 3-5 steps or users skip

Never repeat to returning users. Trigger contextually, not on every login.

Metrics

Track weekly:

• Signup → Activation rate
• Time to activate (median)
• Drop-off by step
• Day 1, Day 7 retention: activated vs non-activated

Activated users should retain 2-3x better. If not, activation definition is wrong.

Common Failures

• Asking for info before showing value—user hasn't bought in
• Tour showing everything—overwhelms, skip rate high
• Same onboarding for all segments—relevance drives completion
• No follow-up emails—user closes tab and forgets
• Blocking features behind upgrade before value demonstrated