Business Context

Asana is reviewing its new-user onboarding flow for teams adopting project management software. In the last quarter, signups grew from 420,000 to 510,000 (+21%), but leadership is unsure whether onboarding quality improved because activation and early retention have been inconsistent across user segments.

Metric Scenario

A recent dashboard shows: account creation completion at 92%, workspace creation at 71%, first project creation at 54%, first task creation at 49%, teammate invite at 31%, and Day-7 retained workspaces at 24%. Median time from signup to first project is 18 minutes, but only 14% of new workspaces complete all key onboarding steps within 24 hours. Product leadership asks you, as the growth analyst, to identify the top 3 metrics you would use to evaluate onboarding and explain why those metrics best capture user success and business impact.

You should assume Asana cares about both self-serve user growth and long-term team adoption, not just top-of-funnel signup volume.

Requirements

1. Propose your top 3 onboarding metrics and define each precisely.
2. Explain why each metric matters for Asana's product and growth strategy.
3. Show how you would calculate each metric, including numerator, denominator, and time window.
4. Describe how you would decompose each metric to diagnose weak points in onboarding.
5. Recommend 3 concrete actions you would take if one or more of the metrics underperform.

Data Available

• signups: user_id, signup_time, acquisition_channel, device_type, country
• workspaces: workspace_id, creator_user_id, created_at, plan_type
• projects: project_id, workspace_id, created_by, created_at, template_used
• tasks: task_id, project_id, created_by, created_at, due_date
• invites: workspace_id, inviter_user_id, invitee_email, sent_at, accepted_at
• events: user_id, workspace_id, event_name, event_time, platform
• retention_daily: workspace_id, activity_date, active_users, tasks_created, projects_updated