Flipstream

Onboarding & Activation

Redesigning Flipstream's onboarding and activation experience to help marketers reach insights faster.

Client: Flipstream

Scope: B2B Desktop web app

Year: 2023

Context: Flipstream Pulse is a data insights platform for marketing agencies who work with vast volumes of campaign data for their clients. The app is technically capable of connecting to any data source for the client and producing a powerful, customizable setup, but in practice introduced friction. The goal was to minimize setup time while redesigning activation around exploration and milestones.

Current state

Issue 1

Unused questionnaire

Questionnaire to gather sales metadata was no longer used by business, creating confusion and adding unnecessary steps.

Issue 2

Repetitive setup effort

Interactive guidance and contextual hints helped users complete the initial setup, but the same sequence had to be repeated for every additional client or connection. This created significant effort with limited perceived payoff.

Issue 3

Generic dashboard

All users were led to the same default dashboard regardless of their goals or KPIs. Users are forced to redundantly create new dashboard and explore multiple templates to discover something relevant.

Around the same time, technical improvements including backend refactoring and prototype-enabled bulk setup and faster ETL processing. Together with these insights, this created an opportunity to reduce setup time, lower cognitive load, and help users reach an "aha" moment sooner.

Solution

Start with the data source most relevant to early adopters - Google Search Console to simplify decision-making.

Enable bulk account and connection setup.

Pre-create client spaces based on fuzzy URL matching, while giving users full control to edit as needed.

Gate app access while ETL runs to prevent frustration from empty dashboards.

Allow optional additional data source setup while waiting, without overwhelming them upfront.

Redesigned activation around goal-based discovery by Introducing a curated dashboard library co-developed with a user test panel.