CloudBase — Eron Begiqi

Overview

CloudBase had a powerful product that nobody understood in their first session. The onboarding flow dumped users into an empty dashboard with no guidance. The product team had tried tooltips — they were ignored.

The insight from research: users didn't need a tour. They needed their first win.

My Role

Lead UX Designer

Timeline

8 weeks

Team

1 designer (me), 2 engineers, 1 growth PM

Tools

FigmaLoomIntercomMixpanelTypeform

Deliverables

Onboarding flow redesign
Empty state library
In-app tooltip system
Success milestone framework
Activation metric dashboard

Process

4 phases

012 weeks

Research

Finding the exact moment users who converted decided to stay.

Cohort analysis: what did converted users do in their first session?
12 interviews with churned trial users — all cited 'didn't get it'
The 'aha moment': connecting a data source and seeing live data
Median time to aha: 12 minutes. Target: under 3 minutes
Job stories mapped for 3 core user personas

Segment

Count

Score

022 weeks

Wireframes

Designing toward a single goal: reach the aha moment faster.

Onboarding redesigned as a 'guided first project', not a feature tour
Progress persistence: users could leave and resume without losing state
3 entry paths based on stated use-case during signup
Celebration moment designed for first successful data connection
Empty states redesigned as 'starting points', not blank voids

033 weeks

Design

An onboarding system that feels like help, not hindrance.

Contextual tooltip system: shown at the right moment, not on load
Checklist sidebar: optional but visible, tracks progress
Confetti and micro-celebration at first data connection
Video walkthroughs embedded at decision points (30s max)
Persistent 'Resume setup' banner for returning incomplete users

041 week

Delivery

Shipped incrementally to measure impact of each change in isolation.

Phased rollout: 10% → 25% → 100% over 3 weeks
Activation metric defined and tracked from day 1
In-app NPS survey at day 7 for all new trial users
Weekly review with growth team during rollout
Zero regression in power user workflows — confirmed via session review

Handoff specs

Font size14px / 1.6

Spacing8px grid

Radius8px / 12px

Shadow0 2px 8px 0%

Duration200ms ease-out

Components

ButtonCardInputModalToastNav

Outcomes

Results

Drop in time-to-activation

From 12 minutes to under 3 minutes average

Trial-to-paid rate

Up from 8% — now above industry benchmark

Drop-off on key flows

Critical activation paths after the redesign

NPS at day 7

New trial user satisfaction, up from 12