Productizing onboarding
Before this work, trial onboarding relied heavily on internal teams manually guiding customers through setup. The product itself didn’t clearly reflect the sequence or priority of those steps, which meant trial users often stalled before reaching meaningful activation milestones.
I partnered closely with the internal onboarding team to document how they were walking customers through trial; what they emphasized first, where customers got stuck, and which actions most strongly correlated with conversion. We then organized and sequenced those steps into a structured, in-product setup framework.
This resulted in a dashboard-centered onboarding experience that:
• Prioritized high-impact trial actions (properties, leases, payments, bank setup)
• Made dependencies clear so users didn’t hit avoidable blockers
• Surfaced visible progress toward activation
• Reduced reliance on manual handholding
The product itself became the guide, helping trial users move from first login to operational value with more confidence and less friction.
