Ramli John, Founder of Delight Path and author of *Product-Led Onboarding*, dives into the art of product onboarding. He reveals the critical journey from product discovery to user adoption, emphasizing that it's not just about introduction but about real value. Ramli discusses the Eureka Framework to improve onboarding processes and tackles different types of friction that hinder user engagement. He also shares strategies for reverse engineering success in product adoption by identifying user wins and utilizing AI for optimization.
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insights INSIGHT
Onboarding Is Cross-Functional
Onboarding is a cross-functional issue, not solely a product problem.
Misaligned messaging and positioning significantly impact user expectations and onboarding success.
volunteer_activism ADVICE
Simplify Activation
Simplify activation metrics; avoid overcomplicated goals like "seven friends in 10 days."
Focus on one key "sticky" moment requiring user commitment.
volunteer_activism ADVICE
Eureka Framework: First Steps
Establish a cross-functional onboarding team.
Understand what users define as success before designing in-product experiences.
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In 'Product-Led Growth: How to Build a Product That Sells Itself,' Wes Bush explains the concept of product-led growth and how it differs from traditional sales-led models. The book provides insights on how to let customers experience the value of a product directly, thereby reducing the need for lengthy and expensive sales cycles. It covers topics such as choosing the right growth model (free trial, freemium, or demo), understanding market conditions, optimizing time-to-value, and delivering on the product's value. Bush also shares practical advice and frameworks, such as the MOAT Framework, to help businesses execute a product-led growth strategy effectively.
Product-Led Onboarding
How to Turn New Users Into Lifelong Customers
Wes Bush
Ramli John
This book provides a detailed, practical guide to crafting the perfect user onboarding experience. It introduces the EUREKA framework, which includes six steps: Establish your onboarding team, Understand your users' desired outcomes, Refine your onboarding success criteria, Evaluate and optimize your onboarding path, Keep new users engaged, and Apply changes and repeat. The book emphasizes the importance of starting onboarding from the acquisition phase, minimizing the time to value perception, and using behavior-based communication methods. It also references the BJ Fogg Behavioural Model and highlights key onboarding milestones such as Value Perception, Value Experience, and Value Adoption[2][3][5].
EUREKA
The Customer Onboarding Playbook for High-Growth B2B Companies
Ramli John
As the saying goes, you can lead a horse to water, but you can't make it drink. I think that old chestnut really sums up the product onboarding to adoption pipeline; just because a user has found your product doesn't mean they'll end up paying for it. I get it; it's frustrating when new users seem to arrive at your product, take a sniff, and gallop off into the sunset. But we're not here to commiserate about runaway users, we're here to zoom out on this kooky little analogy and understand how to get that horse to drink. Because when you look at the context around successful product adoption, you'll notice that many parts of that journey actually begin long before and continue long after user activation.
My guest today is Ramli John, author of Product-Led Onboarding and the founder of Delight Path, a product onboarding consulting firm. Ramli is like, THE guy for product-led onboarding wisdom. So we were really lucky to have him come on and share some practical frameworks, tactics, and tools for figuring out how to evaluate and refine your user onboarding journey.
The Product Manager 
