One Knight in Product Alex Rastatuev's Hot Take - Product Onboarding and Customer Success Beats Features (with Alex Rastatuev, Senior Product Manager @ Keyhole.co)
May 23, 2025
In this episode, Alex Rastatuev, a Senior Product Manager at Keyhole, discusses his strong belief that effective product onboarding is more crucial than merely showcasing features. He emphasizes how a user-centric approach can significantly improve activation rates. The conversation delves into balancing simple design with essential guidance, managing cross-functional collaboration in products, and the added complexity of ERP system onboarding. Alex shares insights on using AI for enhancing customer success and tailoring strategies for specific user needs.
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Onboarding Beats Features
- Onboarding and customer success matter more than showcasing all features at once.
- Revealing features contextually improves activation rates and product growth.
Manage Onboarding Tools Wisely
- Use onboarding tools not just to display features but to deliver clear product value.
- Limit tools to one or two to avoid overwhelming your team and audience.
Coordinate Onboarding Across Teams
- Collaborate cross-functionally to divide onboarding experiments across teams.
- Align onboarding efforts with quarterly goals and long-term strategy to avoid mess.