TaskMaster
TaskMaster Pro Reduced Onboarding Abandonment by 62%
Company Overview
TaskMaster Pro is a project management SaaS platform designed for small to medium-sized teams. Founded in 2020, the platform offers task management, team collaboration, and workflow automation tools to over 15,000 teams worldwide.
The Challenge
TaskMaster Pro was experiencing a significant problem with their user onboarding flow. Despite strong initial sign-up numbers, 72% of new users were abandoning the platform before completing the onboarding process. Of those who did complete onboarding, only 35% returned after their first session. The product team suspected that their onboarding was too complex and time-consuming, but they weren't sure exactly where users were getting stuck or how to fix it.
The Solution
TaskMaster Pro used Litmusly to test their existing onboarding flow and several redesign concepts with AI personas that matched their target user profiles. This allowed them to identify specific friction points and validate solutions before implementing changes.
The Approach
Analyzing the Current Onboarding
The team first used Litmusly to test their existing 8-step onboarding process with 10 AI personas representing different user types, from tech-savvy project managers to less technical team members. This revealed specific drop-off points and confusion areas in the flow.
Identifying Core Requirements
Based on the initial feedback, the team determined which onboarding steps were truly essential for user activation and which could be deferred to later in the user journey. They found that only 3 of their 8 steps were critical for initial value delivery.
Designing Alternative Flows
The product team created three alternative onboarding flows, each progressively simpler than their current process. These ranged from a streamlined 5-step process to a minimal 2-step flow with an optional tutorial. Each concept was tested with the same set of AI personas.
Implementing Progressive Disclosure
Based on the feedback, the team redesigned their onboarding to use progressive disclosure principles. The new flow focused on getting users to their first task creation quickly, then gradually introduced advanced features through contextual tips and an optional tutorial center.
The Results
Reduced Abandonment
-62%
Onboarding abandonment dropped from 72% to just 10% with the new streamlined flow.
Increased Activation
+38%
The percentage of users who created their first project within 24 hours increased significantly.
Development Savings
$12,000
By testing with Litmusly before development, the team avoided building features users didn't want.
Time to Value
-78%
Time to first value moment decreased from 12 minutes to under 3 minutes.
Our onboarding was killing our growth. We were spending a fortune on acquisition only to lose most users before they even experienced our product. Litmusly helped us pinpoint exactly where users were getting frustrated and validate our new approach before we built it. The results speak for themselves—we've completely transformed our user activation metrics.
Marcus Johnson
Product Director, TaskMaster Pro
Key Insights
Users were overwhelmed by the amount of information presented during onboarding and preferred a more gradual introduction to features.
The requirement to create a full project before seeing the interface was a major abandonment point; allowing users to explore first increased completion rates.
Different user personas had different priorities—technical users wanted to customize settings early, while non-technical users wanted to see results quickly.
Interactive elements with immediate feedback were more effective than passive tutorials or videos.
Reducing the number of form fields in the initial signup from 12 to 5 had a dramatic impact on completion rates.
Conclusion
By using Litmusly to test their onboarding experience, TaskMaster Pro was able to identify and fix critical issues that were hampering their growth. The new streamlined onboarding flow not only reduced abandonment rates but also improved user activation and long-term retention. The company now uses Litmusly as a standard part of their product development process, testing new features and changes before implementation to ensure they meet user needs and expectations.
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