Company
Duration
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Product Design
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Strategy
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IC
Onboarding & Activation Flow
What are the biggest levers to grow the business and increase both customer numbers and customer value?
Role: Principal IC, working across product, engineering, and leadership on onboarding and activation, focused on conversion, retention, and revenue outcomes.
Insights
How can we increase the number of people who open wallets?
A large percentage of users didn’t complete the wallet creation process
For new users, the seed phrase backup was a major barrier
Research showed that users’ biggest fears were security and complexity
Approach
Our approach was a step-change in thinking across the organisation.
Remove as much complexity as possible
Create just-in-time onboarding flows (e.g. seed backup after deposit)
Encourage a first action — funding the wallet — to create activated customers
Outcomes
Revenue up 300% across the year, smashing our OKRs
Onboarding-to-wallet creation increased by 25%, from 71% to 85%
Funded wallets increased by 185%
One-month retention increased by 64%, from 25% to 40%
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