A reach-out tool for the onboarding ops team. Surfaces who's stuck, when, and what they told us, so calls are quick, informed, and well-timed.
Currently tracking the v8 onboarding flow (view live).
What's on the page
- KPI strip.
- Four cards across the top, signups today, bank-connects today, 7-day completion rate, live count. Each one carries an industry benchmark line so you always know if the number is good or bad.
- Queue view (default).
- Sortable, filterable table of signed-up users who haven't activated. Sorted by priority (red first, then amber), then by most-recently-stuck. Click any row to drill in.
- Kanban view (toggle above the board).
- Same dataset, spatial layout. Seven lanes following the v8 onboarding, Anonymous · discovery → Anonymous · profile + tax saving → Anonymous · meet the team → Just signed up → Sending €1 invoice → At bank connection → Activated. Useful for spotting clusters ("five Ltd users sitting on bank-connection right now").
- Events view (toggle above the board).
- The same Kanban board, but each lane header also lists the GA4 events that fire at that milestone (specified, not yet live). Kept as a separate view so the plain Kanban stays uncluttered for daily ops. Full list on the Event spec page.
- Funnel chart.
- All 22 onboarding steps as a vertical bar chart, biggest drops highlighted red. Toggle between "all sessions" and "signed up only". Click any step to filter the queue to people stuck there.
- Segment breakdown.
- Signup → activation rate sliced by Q1 situation, top worry, sector, and biz type. Surfaces which buckets convert and which leak.
- Benchmarks panel.
- Each headline metric next to its published industry range with a verdict chip (above / at / below), so you can tell good from bad at a glance. Our values are from the mock data; the ranges & sources (Mixpanel, Userpilot, HBR, Heap, OpenView) are real.
- Data scan.
- Ranks funnel gaps by the real drop computed live from the session data (biggest leak first), benchmarks each against a cited industry range, and names the v8 screens in the gap. The "why" is a clearly-tagged hypothesis to verify, never stated as fact, and it re-ranks automatically when real GA4 data replaces the mock.
- Paywall funnel.
- The post-onboarding trial→paid journey (day-4 nudge → day-7 → subscribed). Card-up-front trial, so "subscribed" = stayed and the gap is churn. Reach %s are illustrative, the paywall is built under /paywall/ but events aren't firing yet.
- Session drawer.
- Slide-in panel opened from any queue row or Kanban card. Shows the user's full questionnaire answers, screen timeline with per-screen dwell, and a notes log so the team can record outreach attempts.
Design decisions
- Built for the ops team, not product or sales.
- The page is optimised for individual user drill-down + a daily call list. Product gets the funnel + segment views; sales gets a "qualified-and-stuck" filter. But the primary user is whoever's calling people today.
- The win is "bank connected", not signup.
- Signup is easy to hit but doesn't mean anything, lots of signed-up users never come back. Bank-connect is the first moment Bullet delivers real value (live transactions, tax categorisation). That's our activation event.
- Identity flips on signup (step 15).
- In v8, create-account sits late, step 15 of 22, after the whole meet-the-team trust block. Sessions before that are anonymous: they show up in the funnel so we see top-of-funnel drop-off, but they can't appear in the reach-out queue because we have no way to contact them. The flip side is the queue only ever covers steps 16 to 21 (send-invoice through compliance-calendar).
- Stuck: signed up, no bank, quiet over 2 hours.
- One rule for the dot, the Reach out today count and the Stuck chip, whatever the business type or step: someone who signed up, has not connected a bank and has been quiet for over 2 hours is stuck (amber). Quiet for 24 hours, the dot goes red. Replies to outreach fall off sharply after the first hour, so call the amber ones the same day; wait 24 hours and you've lost most of them. Called or Snooze takes someone off the list for 24 hours, and both are saved on the customer.
- Manual outreach, not automation.
- v1 surfaces the list, the team calls. Automated re-engagement emails come in v2 once we know the manual playbook works.
Industry benchmarks used in the metrics
- SaaS activation rate (signup → first value): B2B median 25 to 30%, best-in-class 60%+. Mixpanel Product Benchmarks 2024.
- Drop-off at signup step: 40 to 60% of visitors who start onboarding don't complete signup. Userpilot SaaS Onboarding Report.
- Outbound response rate by speed-to-call: <5 min ~ 30 to 50%; 1 hour ~ 10 to 15%; 24 hours ~ 3 to 5%. Harvard Business Review lead-response research.
- Time-to-activation, B2B SaaS: simple products 5 to 15 min; complex products 1 to 3 days.
- 7-day retention from signup: ~30% B2B SaaS median. Heap onboarding cohort study.
Not in v1
- Automated re-engagement emails, v2 once manual playbook is proven.
- Slack alerts when high-value users drop, v2.
- A/B test comparison views, v7a vs v8.
- Cohort retention, v8.
- Anonymous-user device fingerprinting, privacy debt, deferred.
Changelog
- 10 Jun. New Setup review lane after Activated, the post-onboarding phase. Mariana verifies each activated customer (bank feeding, Bullet account configured, formed correctly) and answers their questions before accounting access goes live. Cards show verification progress + open questions; the session drawer gets the checklist, the question thread, and a “grant accounting access” action. Mock data, same as the rest of the board.
- 7 Jun. Remapped tracking to v8 (now the source-of-truth onboarding). Topbar pill, live + Overview links, About copy, the Data scan's screen labels, the Event spec and Settings notes now all point at v8. The 22-step flow itself was already v8-shaped (v8 forked from v7a with the same spine), so the funnel/lanes/events are unchanged, this is a label + link sync. Dated entries below are kept as history.
- 1 Jun. Added a Data scan, ranks funnel leaks by real drop (computed live), benchmarks each, names the v7a screens, and pairs each with a labelled hypothesis + how to confirm it. Distinct from the design-review Live scan.
- 1 Jun. Built the paywall flow (/paywall/) and added a Paywall funnel here (trial → paid). Topbar now links the paywall too. Illustrative numbers, events specified, not firing.
- 31 May. Added a Live scan, a plain-English, screen-by-screen review of the v7a flow (where it leaks + what to do, by priority). Added a Benchmarks panel, each headline metric beside its industry range with an above/at/below verdict chip. Also made the whole dashboard mobile-friendly.
- 30 May. Added a Settings page (top bar) to add/edit/reorder the GA4 events with no code. Edits apply live across the dashboard, Events view, and spec page (saved in your browser); Export hands a developer a drop-in
events-data.js to commit.
- 29 May. Remapped the dashboard internals to v7a: the funnel, lanes, and mock data now follow the real 22-step v7a flow (was still v3-shaped). Each Kanban lane now lists the GA4 events that fire at that milestone, and the session drawer shows a per-user event timeline. Added an Event spec link in the top bar. Events are specified, not yet firing, presentation mock.
- 28 May. Switched the tracked onboarding flow from v3 to v7a (the locked, current onboarding). Topbar pill, live link, and roadmap now point at v7a.
- 25 May. Kanban is now the default view. The Queue tab is still one click away in the top bar, flip whenever you want the table format.
- 22 May. Plugged into v3. Topbar shows the tracked version + a direct link to the live flow. Underlying FLOW screen paths now resolve to
/v3/screens/….
- 22 May. Removed the in-dashboard Recommendations module. Recommendations belong in the conversation alongside real funnel data, surfacing them inside a mock with synthetic numbers undercut their authority.
- 22 May. Added Kanban view (toggle in top bar). Same dataset as the queue, grouped into 7 journey-milestone lanes.
- 22 May. v1 shipped, KPI strip, reach-out queue, funnel chart, segment cards, session drawer.