Onboarding, growth and discoverability
Thinking past individual features, and understanding how the product experience connects to acquisition, activation and whether anyone finds the product at all.
- Focus
- Activation
- Partners
- Social & SEO
- Lens
- Product × growth
- Surface
- Web & Android
What is the minimum effort required for a new user to actually experience the product's value?
The test I applied to every onboarding stepInterrogating every step
For each step in onboarding I asked four things: why does this exist, does the user understand why they are being asked, could we collect this later instead, and does it genuinely move them closer to value. Steps that failed all four came out.
Working alongside acquisition
Alongside core product responsibilities I worked closely with the social marketing and SEO teams, which gave me a clearer view of how behaviour, product experience, content and discoverability feed each other.
Consumer growth does not come from a feature. It comes from product, acquisition, content, discoverability and retention pointing the same direction.
What I would do differently
Follower and audience counts are reach, not adoption. They were the numbers available to me, and I would now trace that reach through to signup and first booking before calling any of it growth.
On onboarding, I removed steps on reasoning rather than on evidence. The four questions are a sound filter, but the stronger version of the work removes one step at a time and watches activation move.