The checklist we run on every product's first five minutes, and the fixes that usually move the numbers.
Most activation problems happen in the first five minutes. Before we redesign anything, we sign up as a new user and go through a fixed list of checks.
A few of the checks
- Can a new user reach the main value without inviting anyone?
- Is every sign-up field needed on day one?
- Does the empty state show what to do next?
- Is there a sample project or data to explore?
The fixes are rarely dramatic. Removing two form fields and adding a sample project lifted activation by over a third for one fintech client.
Measure before and after
We agree on one activation event with the team before changing anything, so we can show the impact rather than argue about it.