Expandi ProductOnboarding
Turned Expandi's sign-up from a trust test people failed into six steps they finish.
Expandi asks a stranger for two things on day one: a credit card and their LinkedIn password. The old flow lost 41% of sign-ups at the card and 13% at the credentials, and 2FA was the top reason people wrote to support. The brief was "fewer steps". The evidence said the problem was fear.
- steps from sign-up to dashboard
- 13 → 6
- completion of the card step (34% → 68%)
- 2×
- more sign-ups reaching payment
- +20%
- Leadership read the funnel as friction. Session recordings told a different story: people paused at the password field, opened a new tab to search whether Expandi was safe, and didn't come back.
- Every sign-up lost at the card step was paid acquisition thrown away: the most expensive drop in the business.
- Agency owners and SDRs signing up alone, usually mid-campaign, risking their own LinkedIn account on a tool they'd met ten minutes earlier.
- Teammates joining through an invite were deliberately left out: they arrive with trust already earned, and got a lighter path of their own.
- Cutting steps alone would have moved the drop, not removed it. I argued for answering each fear at the exact step it appears, even if that made one step longer.
- The card upfront was a business decision and stayed. So the design problem became making a $0 charge read as $0.
- Six steps instead of thirteen; anything not needed to reach a first campaign was cut or deferred.
- A plain answer to "what can Expandi do with my password?" sits beside the field, where the doubt happens.
- The card step leads with today's charge and the first billing date, set larger than the price. LinkedIn's sixteen interruption cases became one banner that says what to do next.
- Card-step completion doubled, from 34% to 68%, and 20% more sign-ups reach payment. Live since June 2026.
- The guardrail moved: fewer people now reach the LinkedIn connect step. The drop shifted rather than vanished, and that step is the next project.
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