STEP 5.1: A CASE STUDY
Builds a Growth Engine
Sam's beta launch was a success, and he has his first 50 paying users! But he knows that getting users to sign up is only half the battle. He needs to make sure they stick around.
The Challenge
How can Sam make sure new users understand the value of his app right away? He needs to design an onboarding experience that quickly guides users to their "aha!" moment.
The Action
Sam uses the 'Customer-Centric Growth' Flywheel as his guide, focusing on the ✅ Activation phase.
1. Map the "As-Is" Onboarding
Currently, when a user signs up, they are dropped into a blank dashboard. It's functional, but not helpful.
2. Brainstorm "Activation" Opportunities
- Welcome Email: "Instead of a generic confirmation, I can send a personal welcome email from me (as Sam, the founder) with a 2-minute video showing them exactly how to create their first project."
- Empty State: "The blank dashboard is intimidating. I can add a simple checklist: 'Step 1: Create a client', 'Step 2: Create your first project', 'Step 3: Send your first invoice'."
- One Week Later (New): "What if I sent an automated email one week after sign-up asking, 'Have you sent your first invoice yet? Hit reply and let me know if you need help!' This creates a personal connection and gathers feedback."
The Outcome
By thinking through the ✅ Activation phase, Sam designs a simple, automated onboarding sequence that helps users succeed and makes them feel supported. This is the start of his growth engine.
New User Journey: New User Signs Up → Personal welcome email with video → See onboarding checklist on dashboard → [1 Week] Automated check-in email.