BRAND: Intry Careers

INDUSTRY & TYPE: HRtech startup (B2C)

BRAND PROFILE: AI-enabled software-as-a-service resume optimizer that improves applicant visibility to recruiters so they get more interviews

MY ROLE: Director of Product Marketing



One of my first tasks was to assess the state of the User Experience (UX) via a heuristic evaluation of the Intry Careers web app, where I discovered:

1. 50 out of the last 225 customers who canceled listed their reason for cancellation as “too difficult to use” and 64 listed the reason as “too expensive.” Collectively that is over half of the total, and both reasons are attributed (at least partially) to a less than stellar onboarding experience (since that’s where value is established).

2. Between 30% and 40% of support requests were attributable to confusion or lack of understanding of Intry’s core features even after going through the native onboarding wizard.

3.The native onboarding wizard began with a 1-minute demo video and with the subsequent feature walkthrough took an average of 3 minutes 34 seconds to complete, start to finish.

How onboarding impacts users

This report from Profitwell investigated how a company’s onboarding impacts customer willingness to pay and retention. They looked at just under 500 different software products spread between B2B and B2C serving nearly twenty-five thousand customers. Here’s what they found.

1. Customers who perceived a company’s onboarding positively had between a 12% and 21% higher willingness to pay than the median. Those who perceived it negatively had a 3% to 9% drop in willingness to pay, indicating that poor onboarding alters customers’ perception of software value.

2. Retention is where things get really interesting. When comparing the first 60 days of customers with poor perceptions of onboarding to those with positive perceptions, those customers with positive perception have a much lower drop off in the first three weeks.


The length of an onboarding experience (especially via mobile) is as important as the content. Onboarding research confirms that you have a short window to make a good impression — ideally less than two minutes. This makes it essential user onboarding is clear and concise, and doesn’t overlook the power of beautiful branding, because it doesn’t take any fraction of your two minutes to perceive and appreciate, yet it has a big impact; there’s no better value for time.

Even more proof that efficient user onboarding is pays big dividends later comes from Dan Wolchonok Head of Product and Analytics at Reforge (and formerly employed at HubSpot. In his talk at Price Intelligently's SaaSFest conference, he described how improvements to the user onboarding in HubSpot’s Sidekick product proportionally increased the number of users using the product at every week in the customer lifecycle. Take a look at his graph.

RED LINE = previous (baseline) user attrition over time
BLUE LINE = attrition over time after improvements made to  onboarding experience. 

User onboarding improvements drove Week 1 retention up to 75% (from around 60%). 

And at Week 10, they were retaining 25% of users versus the 10-to-15% they’d seen previously, almost doubling their revenue.

additional constraints

1. In addition to the onboarding problem, the company’s CTO and development team were inundated with a number of moderate and high-priority dev tasks, and thus had little time (and no inclination) to improve the native feature walkthrough overlay. It was clear to me that even if I designed a brilliant new onboarding system, it would be months before it could be implemented.

2. Generally, startups don’t budget for undiscovered problems, thus whatever solution I decided to champion would be an unbudgeted line item, and cost sensitivity was high.


I deployed interactive product adoption and onboarding platform Stonly, which offers a suite of onboarding and adoption tools that combine rich user data with users’ own real-time actions to guide them on a pathway to success.

1. Their interactive onboarding and product tours that adjust to each person to activate more users more effectively was demonstrably faster and more responsive than our previous native feature walkthrough.

2. Being able to add hotspots, tooltips, and interactive product guides into our UI on-demand assisted me in quickly familiarizing new users with features that deliver value.

3. Right out-of-the-box, Stonly delivered easy-to-read onboarding analytics reports: no more setting event triggers in Google Analytics and interpreting a Google Analytics UI.

4. The fact that Stonly was designed to launch and iterate quickly with no code meant that engineering time was not required, thereby removing a major obstacle to approval. When proposing the solution to management I emphasized that our department could build and optimize the onboarding and product adoption experiences on its own.

Deployment took about three weeks, requiring:

1. live onboarding from our Stonly customer success representative;

2. time spent analyzing and segmenting users;

3. planning the new feature walkthrough for each user segment;

4. writing the required copy for all overlays, hotspots, tooltips, and walkthroughs;

5. implementing and testing the solution.


Over the next 60 days, deployment of the Stonly onboarding software:

1. improved user retention by 14%;

2. cut refund requests by 50%;

3. andreduced customer service contact by over 66%.

The software paid for itself many times over with the cost savings it provided.

Brand Strategy
Case Study

Creating a
Brand Strategy from the Ground Up


Product Marketing
Case Study

User Retention ↑14%
Refund Requests ↓50%
Customer Service Contact ↓66%


Demand Generation
Case Study

Impressions: 4.1M
Views: 498k
Return on Ad Spend: 166%