InfobipAs Vice President of Product Design and Research at Infobip, I identified that the self-serve onboarding experience for PLG was being deprioritized in favor of feature development driven by existing customer requests. My Research & Analytics team surfaced a clear drop-off point in the onboarding journey, which we diagnosed as a complexity problem: users were overwhelmed by the effort required to send a first message and build a sample campaign with enough contacts to test the product meaningfully.
To fix this, I built a data-backed case using our drop-off analysis to convince stakeholders to reprioritize the roadmap around this issue rather than continuing to react solely to inbound customer requests. I then led a small cross-functional team through rapid prototyping and testing of several simplified onboarding concepts, including building a demo that mimicked the streamlined experience, ultimately landing on a design that minimized both the steps required to broadcast a first message and the number of contacts needed to create a sample campaign.
The redesign delivered a 20% lift in onboarding conversion, directly validating the hypothesis that reducing early complexity would drive activation. Beyond that metric, the initiative had a lasting organizational impact: it set a precedent across Design, Product, and Engineering for how teams evaluate and prioritize their backlogs—shifting the culture from reactive responses to customer requests toward proactively identifying and acting on high-impact opportunities.
