AI SaaS Dashboard — Onboarding & UX Overhaul
Re-architected the activation flow and rebuilt the design system — investor-ready in 5 weeks.
Churn reduction
The brief
- Product UX
- Design System
- Brand Refresh
Overview
Northbeam AI helps marketers attribute spend across channels. Their UI hadn't kept pace with the product and was leaking activation.
The challenge
First-week churn was 46%. New users couldn't reach their 'aha' moment because onboarding required 14 manual setup steps before any value was shown.
How we built it
- 01Step 1
Mapped the current activation funnel and identified the 4 highest-leverage drop-offs.
- 02Step 2
Designed a 3-step guided onboarding with smart defaults and AI-generated sample dashboards.
- 03Step 3
Rebuilt the design system from primitives in Figma — 60+ tokens, 40+ components.
- 04Step 4
Shipped a refreshed brand mark and dashboard skin coordinated with the seed-round narrative.
The solution
A guided onboarding flow gets new accounts to a populated dashboard in under 90 seconds. The new design system unlocked 3× faster product velocity for the engineering team.
The numbers that moved
First-week churn
Activation rate
Product velocity
Series A closed
A look at the work
"Their UX rework was the single best investment we made before our seed round. Activation jumped, churn dropped — investors noticed."
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