Product Led Growth

The Outcome

• ~5 min
  Onboarding
• 1000+
  Customers
• 5%
  Upsells

In the course of a year, give or take, TrustCloud had acquired 1000+ new customers through our product with little to no involvement from our sales or customer success teams. What's more, 5% had converted to paying customers.

The Challenge

For the first couple of years since we launched, we had traditionally relied on manually onboarding customers, with our Sales and Customer Success teams leading the effort. We needed to expand our customer base significantly, and our team was small. We could not rely on manual onboarding to acquire new customers for much longer.

This meant that we would have to rely on our product to speak for itself, and make it effortless to onboard.

What followed was a journey along which we transformed our onboarding process over a 6-month period into a completely self-serve one – targeted to a particular business goal for the market segment we were positioning the offering for.

My Role

As the head of design for TrustCloud, my involvement in this initiative was multi-faceted.

• Learn how a successful product-led onboarding experience should work, and build the specific strategy for ours - this was especially exciting, since I hadn't designed an onboarding experience prior to this
• Define the key users and make sure that the team has a consistent understanding of them
• Work with the marketing team to craft and hone the positioning for the offering
• Build the process for the product pod that would deliver and iterate on the experience
• Design the onboarding experience
• Center the team around data to make incremental improvements and optimizations to the onboarding experience until it was completely self-serve