One-Size-Fits-All Onboarding Journey Was Losing Users
LOVO was seeing users drop off during onboarding or complete the journey without converting to a paid plan. Customer interviews and Mixpanel data showed that users were either encountering friction or failing to see the features most relevant to what they were trying to achieve.
Key Metrics: Onboarding churn reduced by 36%
My role
I led the redesign across Product, Engineering, Marketing, and Customer Success, from research and segmentation through to the new in-product and email journeys.
Key insight
A single onboarding experience was trying to serve users with very different goals. Marketers, learning and development teams, and other users needed to see different features and use cases before they could understand the product’s value.
What I changed
- Combined customer feedback and data to identify drop-off points and unmet needs.
- Segmented users around their jobs to be done and priority use cases.
- Worked with Product and Engineering to create more personalized in-product journeys.
- Changed the order in which users encountered features, prompts, and guidance so they could reach value faster.
- Reworked the onboarding email sequence and messaging for each audience.
- Aligned Customer Success around the new segments and customer journey.
Impact
- Reduced onboarding churn by 36%
- Helped users reach relevant product value faster
- Improved journey and conversion from freemium to paid by 12% (relative increase)
- Rolled the new experience out across the platform serving approximately 1.5M users and receiving around 1,000 new sign-ups per day at that time.
Example of messaging and journey matrix
| Segment | Primary job | First value moment | Features shown first | Email focus |
|---|---|---|---|---|
| Marketer | Create campaign content quickly | Produces first usable voiceover or video | Templates, voices, video tools | Speed and content creation |
| L&D content developer | Build repeatable training content | Creates first training asset | Voice consistency, editing, export | Scalability and ease of updates |
| Contact center support | Create consistent voice at scale | Tests a production-ready voice | API access, custom voices, pronunciation controls | Integration, scalability, consistency |