Build a User-Centric Onboarding Flow

Company Context

NotionFlow is a mid-stage B2B SaaS company offering project collaboration software to small and mid-sized teams. The product has 3.5M monthly active users and strong top-of-funnel growth, but activation has stalled as new users struggle to understand how to set up the product for their workflows.

Problem

The CEO has asked you to lead a cross-functional effort with Design and Product to create a more user-centric onboarding experience. Today, 62% of new signups complete account creation, but only 28% create a first project within 7 days. User interviews show that new customers find the setup process generic and overwhelming, especially because freelancers, startup teams, and operations managers have different goals when they first join.

Design wants to simplify the experience with a highly guided onboarding flow. Product wants to keep setup lightweight to reduce friction and preserve trial conversion. Engineering can support only limited personalization in the first release.

Deliverables

1. Define how you would work with Design and Product to identify the most important user needs.
2. Segment users and prioritize which onboarding jobs-to-be-done should be addressed first.
3. Propose an MVP onboarding solution, including what to include and what to defer.
4. Define success metrics and how you would validate whether the new experience is actually more user-centric.
5. Explain the key trade-offs you would make across usability, speed, and implementation complexity.

Constraints

• MVP must launch within 10 weeks.
• Only 1 designer, 2 product managers, and 4 engineers are allocated.
• No major backend rebuild; personalization must rely mostly on lightweight signals collected during signup.
• The onboarding flow cannot add more than 60 seconds to median signup completion time.