Company Context

Aircall is a cloud-based business phone and call center platform used by SMB and mid-market sales and support teams. It sells primarily through self-serve trials and sales-assisted onboarding, and competes on ease of setup, integrations, and speed to team productivity.

Problem

Aircall's self-serve onboarding funnel is underperforming before users reach first value. Trial analytics show that 100% of users create an account, but only 68% connect a phone number, 49% invite at least one teammate, 37% configure call routing, and just 24% complete a meaningful first-value action within 7 days (defined as successfully handling their first inbound or outbound business call through Aircall). Qualitative research suggests users are confused about setup order, unsure which steps are mandatory, and blocked by telephony configuration decisions they do not fully understand.

Leadership wants to improve activation without adding high-touch onboarding costs. You are the PM responsible for redesigning the onboarding funnel to reduce drop-off and help more customers reach first value faster.

Deliverables

1. Define the most important user segments in Aircall's onboarding funnel and identify their core jobs-to-be-done.
2. Diagnose the biggest causes of drop-off before first value and explain where you would focus first.
3. Propose a product strategy and prioritized onboarding improvements for an MVP and a follow-up phase.
4. Define success metrics, guardrails, and how you would validate whether the changes worked.
5. Explain key trade-offs you would make across simplicity, flexibility, and implementation speed.

Constraints

• You have 1 designer, 4 engineers, and 1 data analyst for the next 10 weeks.
• You cannot rely on a large increase in sales or customer success headcount.
• Core telephony provisioning and compliance requirements cannot be removed.
• Any onboarding changes must work for both SMB admins and slightly more complex multi-user teams.
• You may introduce lightweight guidance, defaults, and workflow changes, but not a full platform rewrite.