Growth & Strategy
Personas
SaaS & Startup
Time to ROI
Short-term (< 3 months)
Last year, I walked into a SaaS project with what looked like a textbook onboarding problem. The client had built beautiful interactive tours, step-by-step wizards, and all the "modern" tutorial elements you'd expect. Their signup rate was solid, but here's where it got ugly: 89% of users who started the tutorial never completed it.
Sound familiar? You've probably seen this pattern before. Users sign up with excitement, hit your carefully crafted tutorial, and then... vanish. Meanwhile, you're scratching your head wondering why your "user-friendly" onboarding feels more like user punishment.
The problem wasn't that the tutorial was broken - it was that we were treating every user like they had the same goal, the same timeline, and the same patience level. Spoiler alert: they don't.
In this playbook, I'll walk you through the exact process I used to redesign tutorial flows that actually work in the real world. You'll learn:
Why the "show everything upfront" approach kills user motivation
The psychology behind tutorial abandonment (it's not what you think)
My step-by-step framework for creating flows that users actually complete
How to design tutorials that adapt to different user intentions
The metrics that actually matter (hint: completion rate isn't one of them)
If you're tired of watching users bounce from your onboarding, this approach will change how you think about product onboarding entirely.
UX Research
What every product designer has been taught
Walk into any UX design course or read any onboarding "best practices" guide, and you'll hear the same gospel repeated everywhere. The conventional wisdom goes something like this:
Show users everything they can do - Give them the full tour so they understand the product's capabilities
Use progressive disclosure - Break complex workflows into digestible steps with clear next actions
Add interactive elements - Make users click, drag, and engage to "learn by doing"
Gamify the experience - Add progress bars, completion badges, and achievement unlocks
Keep it short and sweet - Respect users' time with concise, focused tutorials
This advice isn't wrong, exactly. It's based on solid UX principles and works great in controlled environments. The problem is that real users don't exist in controlled environments.
Here's what actually happens: A user signs up for your product with a specific problem they need to solve right now. They're not interested in your beautiful product tour - they want to know if your tool can fix their immediate pain point. When you force them through a comprehensive tutorial that covers features they don't care about, you're essentially saying "trust me, you'll need all this later."
But "later" never comes because they've already decided your product is too complex for their needs. The irony? Your tutorial - designed to show how simple your product is - actually convinced them it was complicated.
The conventional approach treats onboarding like education when it should be treated like problem-solving. Users don't want to learn your product; they want your product to solve their problem.
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
When I inherited this SaaS project, the client was frustrated but optimistic. They'd already tried everything the design community recommended: shorter tutorials, better micro-copy, progress indicators, even offering incentives for completion. Nothing moved the needle.
The product was a project management tool for creative agencies - think somewhere between Asana and Monday.com but specialized for design workflows. Good product, solid team, but their onboarding was a conversion killer.
I spent a week just watching session recordings of users going through their tutorial. What I saw was painful but enlightening. The tutorial started with "Welcome! Let's show you around!" and then proceeded to walk users through creating projects, adding team members, setting up workflows, configuring notifications, and connecting integrations.
Sounds logical, right? Wrong. Here's what was actually happening:
User A (Solo Freelancer): Signed up to track time for client billing. The tutorial immediately showed team collaboration features. Irrelevant. Bounced.
User B (Agency Owner): Needed to see if the tool could handle their existing 15-person workflow. The tutorial started with "create your first project" - but they already had 30+ active projects. Felt like starting from zero. Bounced.
User C (Project Manager): Wanted to know if they could import data from their current tool. The tutorial ignored this entirely and focused on manual setup. Felt like too much work. Bounced.
The pattern was clear: the tutorial was designed around the product's features, not around the user's actual intent. We were solving for the product team's desire to showcase capabilities instead of solving for the user's desire to accomplish their goal.
My first attempt was typical designer thinking - I tried to "fix" the existing tutorial by making it shorter and more interactive. Predictably, this moved completion rates from 11% to maybe 15%. Better, but still terrible.
That's when I realized we needed to completely flip our approach.
Here's my playbook
What I ended up doing and the results.
Instead of asking "how do we show users our product?" I started asking "what outcome is each user trying to achieve, and what's the fastest path to that outcome?"
I analyzed user behavior data and identified three distinct user types based on their signup context and first actions:
The Evaluator (40% of signups): Comparing tools, needs to see core value quickly
The Migrator (35% of signups): Has existing workflows, wants to see migration path
The Starter (25% of signups): New to this type of tool, needs education
Here's the framework I developed:
Step 1: Intent Detection
Instead of jumping into a tutorial, I created a simple question during signup: "What's your main goal today?" with three options that mapped to our user types. No fancy logic, just honest options like "See if this works for my team," "Move from our current tool," or "Learn project management."
Step 2: Outcome-Based Paths
Each user type got a completely different experience:
Evaluators went straight to a pre-populated demo project showing their industry's typical workflow. No setup required - they could immediately click around and see the tool in action.
Migrators were shown an import wizard first, then a side-by-side comparison of their old workflow vs. the new one. They could see exactly how their existing process would translate.
Starters got the traditional tutorial, but focused on one complete workflow from start to finish rather than a feature overview.
Step 3: Just-in-Time Learning
Instead of front-loading all education, I implemented contextual help that appeared exactly when users needed it. Trying to add a team member? Here's a 30-second explanation. Setting up your first project? Here's what each field does.
Step 4: Progress Tracking (But Different)
Rather than tracking tutorial completion, I tracked outcome achievement. "Project created," "First task assigned," "Team member invited." These were meaningful milestones that actually indicated product adoption.
The implementation took about 6 weeks and required some custom development, but the core concept could be built with most modern product tools.
Segmented Approach
We ditched the "one-size-fits-all" tutorial for three distinct user paths based on actual intent, not assumed behavior patterns.
Intent Detection
A simple signup question that routes users to experiences designed for their specific goal - evaluation, migration, or learning.
Contextual Help
Just-in-time guidance that appears when users need it, rather than front-loading all information in a single tutorial flow.
Outcome Metrics
Tracking meaningful product milestones instead of tutorial completion rates - because engagement with your product matters more than engagement with your onboarding.
The results were immediate and dramatic. Within the first month of launching the new tutorial system:
Overall user activation increased by 65% - measured by users who completed at least one meaningful action in their first session.
But here's where it gets interesting - the completion rates varied wildly by user type:
Evaluators: 78% reached "aha moment" (vs. 12% before)
Migrators: 71% successfully imported data (new metric)
Starters: 34% completed full tutorial (vs. 11% before)
The most surprising finding? Starters had the lowest completion rate but the highest long-term retention. Turns out, when people actually need education, they're more patient with tutorials. When they don't need education, forcing it on them is counterproductive.
Three months post-launch, trial-to-paid conversion improved by 43%, and customer support tickets related to "how do I..." questions dropped by 28%. Users were finding their own answers through contextual help instead of getting stuck.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
Here are the key lessons that completely changed how I think about tutorial design:
Intent beats instruction - Understanding why someone signed up matters more than showing them what your product can do
Completion rates are vanity metrics - What matters is whether users achieve their goal, not whether they finish your tutorial
Context beats comprehensiveness - Showing one thing at the right moment is more valuable than showing everything upfront
Different users need different experiences - A power user evaluating your tool has completely different needs than someone learning the category
Onboarding never ends - The best tutorials teach users how to discover features on their own rather than trying to teach everything immediately
Demo data is underrated - Showing a realistic example is often more effective than making users start from scratch
Question everything about "best practices" - Most UX advice comes from consumer apps with different user contexts than B2B tools
If I were starting over, I'd spend even more time on the intent detection piece. The clearer you can be about why someone is there, the better you can design their experience.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS products, focus on:
User segmentation based on signup context and company size
Demo environments that show realistic business scenarios
Integration tutorials for users migrating from competitors
Progressive feature discovery tied to usage milestones
For your Ecommerce store
For ecommerce platforms, adapt this to:
Store setup flows based on business model (dropshipping vs inventory)
Product catalog tutorials that vary by industry and catalog size
Payment and shipping configuration based on target markets
Template customization guides specific to store type