Onboarding & activation
What to fix first, backed by evidence
A signup funnel walked end to end — thirty-three findings, one root cause underneath.
The system
Every funnel collects opinions about what's wrong with it. This team wanted the answer instead. We walked the product the way a new user does — every screen, every email, every dead end — and wrote down what actually happens rather than what the team believed happens.
The output was ranked, not exhaustive: thirty-three findings ordered by what they cost, with a single root cause sitting underneath most of them. The ranking is the deliverable. A list nobody can act on is the same as no list.
The hard parts
Evidence, not opinion
Everyone inside a product has a theory about the funnel. The job is to separate what people believe from what the product actually does to a stranger, and to write only the second one down.
Ranking is the hard part
Finding thirty-three problems is easy. Deciding which one to fix on Monday — and being willing to say the other thirty-two can wait — is the part that takes judgment.
It has to survive the handoff
An audit that reads well and changes nothing is a failed audit. Findings were written so the team could act on them without us in the room.
In numbers
Hands-on product walkthrough · written, ranked findings
Happy to walk through this one properly — what it does, how it's put together, and what it would take to build something like it for you.