Boldin
Fintech
Startup
Growth
First-Time User Experience
Upgrades to Free Trial
Planner tour
Getting Started video
Process & Strategy
I facilitated cross-functional workshops to align the team on what we actually knew vs. what we assumed. Looking at the data, we started to put together some hypothesis and patterns. Most of our users aren't scared of complexity, in fact they crave it. They know their finances are complex, but what they needed help with was just how to get started.
Why focus on FTUE?
We have an 78% onboarding completion rate. So we knew that onboarding wasn't the problem. Once a user gets to the free trial, they're most likely to convert to a active paid user. It's the fact that around 70% of our users stay in Basic (free).
We look into the drop between onboarding and the first time landing on the planner.
Onboarding to paid funnel
Basic
onboarded users
Upgrades to
free trial
Free trial to
paid active
After the workshops, we had a few ideas on what to do. We wanted to start small and validate the hypothesis: it's not an onboarding issue, it's that users don't know where to go next.
We decided to test out 2 different ideas, the simple planner tour and a getting started video.
The results
The Getting Started video performed better and that's what we implemented moving forward. Next up: mobile testing (video for mobile) and different videos based on personas.
superlative
Best Personality
Hot take—I went into Growth thinking it was going to be marketing heavy, light-weight on design, and I would move away from big, full end-to-end complex problems. And honestly, that was partly true.
I became a PM in more ways than I could count. I learned about Growth strategy, pricing and packaging, and data. It opened my mind to working outside of pixels and into solving micro-problems for our users.
I built bridges to the marketing department. I setup bi-weekly PDE & Marketing syncs so we could share ideas and outcomes.
I loved that with Growth I could solve a bunch of little problems that scaled to something bigger. I became a pro at Amplitude. I blended my advertising background with product. And it turned out that I really enjoyed Growth experiments, even it was too simple.
Zenia consistently strengthens team performance by fostering collaboration and promoting a team-oriented mindset. Her ability to work effectively across teams leads to actionable ideas.
Brendan T.
Growth Marketing Manager
Boldin
Zenia stepped into the Growth Designer role this year, taking on new responsibilities and partnering closely with Marketing to support growth initiatives. It’s been valuable to have a clear design lead in this space and she helps bridge the gap between disparate teams.
Erin K.
frm. Sr Product Designer
Boldin
Zenia has cleared the way on multiple occasions, running point on the vast majority of our greenfield
ideas regarding onboarding, mobile, pricing & packaging alternatives, and branded video content.
Alex T.
Sr. Product manager
Boldin