Heads up! This is Alexa as in "Alexa Rank," not the Echo voice assistant. Confusingly, both are part of Amazon.
Alexa, which uses a month-to-month subscription model, was having a problem with churn.
Data showed that many users weren't fully setting up their accounts. They were missing out on the product's full value. I hypothesized that if we could get them to complete setup, they'd be more likely to stick around.
Our first-use experience had empty states but no true onboarding flow, so I started there. I focused on getting the user to provide info we could use to wow them with a personalized dashboard.
But it had to be brief. Users would be coming out of a signup and payment flow. I didn't want to frustrate them with yet another obstacle.
Another challenge was that the product serves two different use cases. In one, the user analyzes their own site. In the other, they're looking at the competition. At the start of the flow, we don't know which one applies. It might be both.