The data made it clear: users were dropping off early, and out-of-app comms weren’t pulling their weight. Turning things around called for a sharper strategy to increase the onboarding and adoption rates.
To surface blind spots and opportunities, a dual journey mapping was conducted externally and internally.
Externally: Signed up as a customer and documented every touchpoint.
Internally: Audited backend automations, triggers, and CRM logic. These perspectives were merged into a single source-of-truth map showing real vs. intended experience. Friction points, silent churn triggers, and inconsistencies surfaced clearly.
We created a unified lifecycle communications strategy that was directly tied to tangible business goals. The work delivered a scalable system that reduced drop-offs and enhanced onboarding, and it fostered cross-team alignment that reduced execution risk.
Deliverables included:
A complete diagnostic of current lifecycle communications
Redesign of messaging for every stage of early adoption
Copy and design rationale grounded in user psychology and brand tone
Journey variations for churned, delayed, and fast-track users
Playbook with logic trees, naming conventions, and documentation
Strategy mapped to Pleo’s quarterly growth objectives
Next projects.
(2016-25©)
