Onboarding in two days, not nine
Fieldnote
2023
Product manager, growth
New customers spent a week typing in crews and clients before they saw any value. A guided import fixed most of it.
+18%
trial-to-paid
The problem
A new account took nine days on average to schedule its first real job. Most trials ended before that.
My role
I ran the growth squad: two engineers, one designer and a part-time analyst.
What we did
Replaced the empty first screen with an import from spreadsheets and the two most common tools.
Pre-filled a sample week, so new users could drag real-looking jobs on day one.
Called every trial that stalled on day three and fixed the top five reasons.
Result
Time to first scheduled job dropped from nine days to two. Trial-to-paid went up 18% and stayed there.
What I'd do differently
The sample week confused a few customers who thought it was real data. A clear label fixed it, but we should have tested it first.