Web
>
%
Signup to trial
Web conversion
Rethink Akiflow's
multi-touchpoint onboarding.
Rethink Akiflow's
multi-touchpoint onboarding.
Product growth
Customer Journey
Systems thinking
A/B testing
User retention
One journey, three surfaces:
👩🏻💻 web acquisition, 🖥️ desktop activation, and📱 mobile adoption.
One journey, three surfaces:
👩🏻💻 web acquisition, 🖥️ desktop activation,
and📱 mobile adoption.
Role:
Product & Growth Designer,
end-to-end journey owner.
Team:
2 Designers
4 Devs
Product Manager
Marketing Manager
Timeline:
Design
Q4 2023 - 2 months
A/B Testing and evolution
Q1 2024 – Q2 2026
Marketing
Web onboarding
Product
User retention
Customer journey
CJ
The initial state
Akiflow is an all-in-one app for tasks and calendars, across web, desktop, and mobile.
Akiflow is an all-in-one app for tasks and calendars, across web, desktop, and mobile.
Before
After
The homepage in 2023
The redesign in 2026
The problem
The product had many features under the hood.
Onboarding didn't tell the story.
Onb Slide
Onb Slide
Product feature
Product feature
Product feature
Product feature
Product feature
Plus, users did not appreciate the mobile app. At all.
As-is picture (2023): still in beta, it felt cold and ran unreliably.
The request
Rethink the whole onboarding experience to surface the product and keep users.
Rethink the whole onboarding experience to surface the product and keep users.
Rethink the whole onboarding experience to surface the product and keep users.
Desktop
>
0
0
%
Onboarding completion
Product clarity
Desktop
>
0
0
%
Retention (10 tasks completed)
User retention
Mobile
>
0
0
%
Daily active on mobile
Mobile adoption
The starting point
Akiflow was built on 9 validated user drivers, defined at its founding.
Akiflow was built on 9 validated user drivers, defined at its founding.
Akiflow was built on 9 validated user drivers, defined at its founding.
The solution
A guitar chart mapping every driver to every storytelling moment, revealing gaps and missed opportunities.
A guitar chart mapping every driver to every storytelling moment, revealing gaps and missed opportunities.
The framework to align marketing, the web funnel, and in-app onboarding into one story.
The WEB FUNNEL
Continuous Discovery
Continuous Discovery
Continuous Discovery
Web
Turn a first visit into a paid trial.
Homepage
Onboarding
Onboard
Signup / Checkout
Signup
Download Desktop
Desktop
The homepage is the first climax.
Tuned by continuous A/B testing.
slider versioni home
Reference with reviews
Reference with reviews
A/B test results
A/B test results
A/B test results
A/B test results
A/B test results
The WEB FUNNEL
Continuous Discovery
Continuous Discovery
Continuous Discovery
Web
Turn a first visit into a paid trial.
Homepage
Onboarding
Signup / Checkout
Download Desktop
The homepage is
the first climax.
Akiflow’s community was involved.
slider versioni home
Reference with reviews
A/B test results
A/B test results
A/B test results
The FUNNEL DATA
Continuous Discovery
Continuous Discovery
Continuous Discovery
Some users want to skip. Some want to be understood.
The funnel had to serve both.
Some users want to skip.
Some want to be understood.
The funnel had to serve both.
Including the routes that didn't make it.
slider tentativi
UX Debt screen
UX Debt screen
Proposte parcheggiate
Strategy
Strategy
Strategy
Strategy
Strategy
The FUNNEL DATA
Continuous Discovery
Continuous Discovery
Continuous Discovery
Some users want to skip. Some want to be understood. The funnel had to serve both.
Including the routes that didn't make it.
slider tentativi
UX Debt screen
Proposte parcheggiate
Strategy
Strategy
Strategy
The SIGNUP TO TRIAL
Continuous Discovery
Continuous Discovery
Continuous Discovery
Make the price clear, keep the next step in reach.
Make the price clear,
keep the next step in reach.
slider signup/paywall/checkout
Paywall
Paywall
Checkout for addons
Checkout responsive
Checkout desktop - CTA sticky
Results
Home
>
0
0
%
Home conversion
Signup
0
0
%
Signup to trial
Download
+
0
0
%
Download Desktop
Improve User retention
The SIGNUP TO TRIAL
Continuous Discovery
Continuous Discovery
Continuous Discovery
Make the price clear, keep the next step in reach.
slider signup/paywall/checkout
Paywall
Checkout for addons
Checkout responsive
Checkout desktop - CTA sticky
Results
Home
>
0
%
Home conversion
Signup
0
%
Signup to trial
Download
+
0
%
Download Desktop
Retention
The DESKTOP ONBOARDING
Continuous Discovery
Continuous Discovery
Continuous Discovery
Teach, setup, and start.
One matrix kept every moment coherent, web to in-app.
Matrix video
Every moment mapped and scoped into one coherent flow, marketing to in-app.
The DESKTOP ONBOARDING
Continuous Discovery
Continuous Discovery
Continuous Discovery
Teach, setup, and start.
One matrix kept every moment coherent,
web to in-app.
Matrix video
Every moment mapped and scoped into one coherent flow, marketing to in-app.
Measured slide by slide
Continuous Discovery
Continuous Discovery
Continuous Discovery
Each slide earned its place:
a clear user benefit, measured one by one.
Slider with onboarding slides
Naming features in language users understand.
Drop data chart
Drop data chart
Drops pointed to the fixes
Churnkey data
Churnkey data
"Viewed" wasn't "read." So we reordered the story.
Measured slide by slide
Continuous Discovery
Continuous Discovery
Continuous Discovery
Each slide earned its place:
a clear user benefit, measured one by one.
Slider with onboarding slides
Naming features in language users understand.
Drop data chart
Drops pointed to the fixes
Churnkey data
"Viewed" wasn't "read." So we reordered the story.
The wizard
Continuous Discovery
Continuous Discovery
Continuous Discovery
Nobody remembers onboarding.
The wizard brings it back, one tap away.
So users keep learning, long after onboarding ends.
Wizard + everyday tips/sidebar.
Reactivatable anytime, backed by everyday tips in the sidebar.
Results
In-app onbaording
>
0
0
%
Onboarding completion
The wizard
Continuous Discovery
Continuous Discovery
Continuous Discovery
Nobody remembers onboarding. The wizard brings it back, one tap away.
So users keep learning,
long after onboarding ends.
Wizard + everyday tips/sidebar.
Reactivatable anytime, backed by everyday tips in the sidebar.
Results
In-app
onbaording
>
0
%
Onboarding completion
The Mobile ONBOARDING
Continuous Discovery
Continuous Discovery
Continuous Discovery
The mobile app needed a clear role, and a reason to keep opening it.
A companion model fits best.
Extending the paid product instead of selling on its own.
Business model comparison
The Mobile ONBOARDING
Continuous Discovery
Continuous Discovery
Continuous Discovery
The mobile app needed a clear role, and a reason to keep opening it.
A companion model fits best.
Extending the paid product instead of selling on its own.
Business model comparison
The STORYTELLING STRUCTURE
Continuous Discovery
Continuous Discovery
Continuous Discovery
First launch happens once. Learning shouldn't.
Splash → welcome → login → guided tour → calendario home + pagina gesture.
The welcome tour is seen once, so we echoed it in a reactivatable quick tour.
Results
Out of Beta
>
0
0
%
Daily active on mobile
The STORYTELLING STRUCTURE
Continuous Discovery
Continuous Discovery
Continuous Discovery
First launch happens once. Learning shouldn't.
Splash → welcome → login → guided tour → calendario home + pagina gesture.
The welcome tour is seen once, so we echoed it in a reactivatable quick tour.
Results
Out of Beta
>
0
%
Daily active on mobile
Nine drivers, covered across every surface.
The end to end onboarding system became a standard for the Akiflow team.
Web
0
0
%
Signup to trial
Web conversion
Desktop
0
0
%
Onboarding completion
Product clarity
Desktop
>
0
0
%
Retention (10 tasks completed)
User retention
Mobile
>
0
0
%
Daily active on mobile
Mobile adoption
Nine drivers, covered across every surface.
The end to end onboarding system became a standard for the Akiflow team.
Web
0
%
Signup to trial
Web conversion
Desktop
0
%
Onboarding completion
Product clarity
Desktop
>
0
%
Retention (10 tasks completed)
User retention
Mobile
>
0
%
Daily active on mobile
Mobile adoption
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