SaaS
BrightPath
Trial-to-paid conversion up 22%
Rebuilt a confusing onboarding flow that was losing users before they saw value.
- +22%
- Trial-to-paid conversion
- -40%
- Time to first value
- 2x
- Setup completion rate
Situation
Where they started
BrightPath is a project-management SaaS with a strong product but a steep first-run experience that lost users in the first session.
Problem
What was blocking growth
Analytics showed most trial users never completed setup. The onboarding was a wall of optional steps with no clear path to the product's core value, and the marketing site over-promised features the trial buried.
What we did
The work that moved the numbers
- Mapped the activation moment and redesigned onboarding around reaching it fast.
- Cut setup steps by half and made the rest progressive, not upfront.
- Aligned the marketing site's promises with the actual first-run experience.
- Instrumented the funnel so the team can see where users drop off.
They treated our onboarding like a conversion problem, not a design project. The redesign paid for itself in a quarter.
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