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.
Step 2 of 8: 'Create task'.
Meet with
Projects and Tags
Pin your team calendar
Share your availabilities
Command Bar
And still many features to be presented
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.
() Teams drivers - () Personal drivers
1
The web funnel
Turn a first visit into a paid trial.
Turn a first visit into a paid trial.
STEP 1
Homepage
Intercept user intention
STEP 2
Onboarding
Define the user pain
STEP 3
Signup / Checkout
Profile and pay
STEP 4
Post-checkout
Enable higher retention
1
The WEB FUNNEL
Sense of control
Being faster
Stay organized
Follow a method
Being faster
STEP A
The homepage is the first climax.
Tuned by continuous A/B testing.
Satisfy feelings, needs and clarify the scope above the fold to improve the conversion.
Reviews becoming central content
Home with Social Proof
Home with Social Proof
+6.9%
Numerous A/B tests to improve conversion
A/B tests to improve conversion
1
The WEB FUNNEL
Sense of control
Being faster
Stay organized
Follow a method
Being faster
STEP A
The homepage is
the first climax.
Akiflow’s community was involved.
Akiflow’s community was involved.
Reviews becoming central content
Home with Social Proof
+6.9%
Numerous A/B tests to improve conversion
1.2
The FUNNEL DATA
Sense of control
Protect my time
Stay organized
Feeling of uniqueness
STEP B
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.
The pain-oriented funnel
Be unique
Organized
Control
Protect time
Do right things
Be faster
Do right things
Profile the user or access directly to the product? Defining the pain it's still the preferred path by users.
UX Debt: the discarded direct path to product.
Direct path
Pain-oriented funnel
Each strategy measure by A/B test data
1.2
The FUNNEL DATA
Sense of control
Protect my time
Stay organized
Feeling of uniqueness
STEP B
Some users want to skip. Some want to be understood. The funnel had to serve both.
Including the routes that didn't make it.
The pain-oriented funnel
Be unique
Organized
Control
Protect time
Do right things
Be faster
Do right things
Profile the user or access directly to the product? Defining the pain it's still the preferred path by users.
UX Debt: the discarded direct path to product.
Direct path
Pain-oriented funnel
Each strategy measure by A/B test data
1.3
The SIGNUP TO TRIAL
Feeling of uniqueness
Do the right thing
STEP C
Make the price clear, keep the next step in reach.
Make the price clear,
keep the next step in reach.
Signup
Paywall
Checkout
Add-ons Checkout
Chroma focus
Urgency countdown
Urgency countdown
Add-ons checkout
Checkout responsive
Checkout desktop - CTA sticky
Strategies applied to deliver the checkout experience
Mobile checkout with wrap-up card and info accordions
1.3
The SIGNUP TO TRIAL
Feeling of uniqueness
Do the right thing
STEP C
Make the price clear, keep the next step in reach.
Signup
Paywall
Checkout
Add-ons Checkout
Chroma focus
Urgency countdown
Add-ons checkout
Checkout responsive
Checkout desktop - CTA sticky
Strategies applied to deliver the checkout experience
Mobile checkout with wrap-up card and info accordions
1.4
Post-checkout
Feeling of uniqueness
Follow a philosophy
Follow a methodology
Be faster
Sense of control
STEP D
Download the Desktop app to increase the retention rate.
Make the price clear,
keep the next step in reach.
Post-checkout slides
Referral
Book Onboarding call
Download Desktop App
With push notifications
The results, after 1 year.
Home
>
0
0
%
Home conversion
Improve Conversion rate
Signup
0
0
%
Signup to trial
Improve Subscriptions
Download
+
0
0
%
Download Desktop
Improve User retention
1.4
Post-checkout
Feeling of uniqueness
Follow a philosophy
Follow a methodology
Be faster
Sense of control
STEP D
Download the Desktop app to increase the retention rate.
Post-checkout slides
Referral
Book Onboarding call
Download Desktop App
With push notifications
The results, after 1 year.
Home
>
0
%
Home conversion
Retention
Signup
0
%
Signup to trial
Retention
Download
+
0
%
Download Desktop
Retention
2
The desktop app
Teach, setup, and start.
One matrix kept every moment coherent, web to in-app.
Teach, setup, and start.
One matrix kept every moment coherent,
web to in-app.
Every moment mapped and scoped into one coherent flow, marketing to in-app.
2
The DESKTOP ONBOARDING
Sense of control
Protect my time
Be faster
Measured slide by slide
Each slide earned its place:
a clear user benefit, measured one by one.
Naming features in language users understand (in the example the Lock feature).
In-app onboarding
Be unique
Organized
Protect time
Be faster
Be faster
Organized
Method
Get data
Be unique
Let the user setup the product and learn the main features in a few onboarding steps.
Drops pointed to the fixes.
"Viewed" wasn't "read." So we reordered the story.
Animation was needed to fasten and simplify the teaching phase.
2
The DESKTOP ONBOARDING
Sense of control
Protect my time
Be faster
Measured slide by slide
Each slide earned its place:
a clear user benefit, measured one by one.
Naming features in language users understand (in the example the Lock feature).
In-app onboarding
Be unique
Organized
Protect time
Be faster
Be faster
Organized
Method
Get data
Be unique
Let the user setup the product and learn the main features in a few onboarding steps.
Drops pointed to the fixes.
"Viewed" wasn't "read." So we reordered the story.
Animation was needed to fasten and simplify the teaching phase.
2.2
The wizard
Do the right things
Follow a method
Nobody remembers onboarding.
The wizard brings it back, one tap away.
So users keep learning, long after onboarding ends.
Reactivatable anytime, backed by everyday tips in the sidebar.
Results
In-app onbaording
>
0
0
%
Onboarding completion
2.2
The wizard
Do the right things
Follow a method
Nobody remembers onboarding. The wizard brings it back, one tap away.
So users keep learning,
long after onboarding ends.
Reactivatable anytime, backed by everyday tips in the sidebar.
Results
In-app
onbaording
>
0
%
Onboarding completion
3
The mobile app
The mobile app needed a clear role, and a reason to keep opening it.
3
The Mobile ONBOARDING
A companion model fits best.
Extending the paid product instead of selling on its own.
The business model benchmarks o determine the mobile service structure
3
The Mobile ONBOARDING
A companion model fits best.
Extending the paid product instead of selling on its own.
The business model benchmarks o determine the mobile service structure
3.2
The STORYTELLING STRUCTURE
Follow a method
First launch happens once. Learning shouldn't.
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
3.2
The STORYTELLING STRUCTURE
Follow a method
First launch happens once. Learning shouldn't.
The welcome tour is seen once, so we echoed it in a reactivatable quick tour.
Results
Out of Beta
>
0
%
Daily active on mobile
Seven drivers, covered across every surface.
Sense of control
Stay organized
Being faster
Doing the right things
Protect my time
Feeling of uniqueness
Follow a method
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
Seven drivers, covered across every surface.
Sense of control
Stay organized
Being faster
Doing the right things
Protect my time
Feeling of uniqueness
Follow a method
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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