Onboarding project | Todoist

Before identifying the ICP's, let's double tap on the Website & User Profile which will help us create the core ICP all together.

About Website

Total visits

Jul 2024 - Sep 2024 Worldwide

48.61M | 2.82% from last month

Monthly Visits: 16.20M

Unique Visits: 2.19M

Device Distribution

Jul 2024 - Sep 2024 Worldwide

Desktop : 90%

Mobile: 10%

Demographics

Location

USA
Japan
UK

Gender

Male: 53%

Female: 47%

Age

18-24: 19.64%

25-34: 33.08%

35-44: 18.5%

45-54: 14.68%

55-64: 9.09%
65+: 5.36%

Criteria	User 1	User 2
Name	Vandit	Harpreet
Age	25-34	18-24
Demographics	Based in urban areas, typically in high-stress roles (e.g., managers, entrepreneurs)	Age: 18-25, Full-time university student or very early career professional.
Need	Streamlined task management and productivity tracking to manage work-related tasks and deadlines efficiently.	Simple yet structured app to organize assignments, study schedules, and project deadlines
Pain Point	Overwhelming workload with multiple projects, deadlines, and tasks that need prioritization. Lack of a clear system can lead to missed deadlines and reduced productivity.	Difficulty staying on top of assignments and exams with busy schedules and potential distractions.
Solution	Todoist’s features for task prioritization, due dates, reminders, and calendar integration.	Todoist’s checklist functionality, calendar view, and notifications to track deadlines and create organized study plans.
Behaviour	Heavy user, primarily for work tasks and team projects; values task delegation and prioritization tools.	Medium usage; focuses on keeping track of school assignments, tests, and extracurricular commitments.
Marketing Pitch	Simplify life for both you and your team with the world’s #1 task manager and to-do list app.	-
Goals	Optimize productivity, track work progress, and reduce stress by organizing tasks efficiently.	Stay organized throughout the semester, manage deadlines effectively, and avoid last-minute stress.
Frequency of use case	Daily, especially during work hours.	Frequently used around assignment deadlines or exam periods.
Average Spend on the product	Medium-high; likely subscribes to premium plans if it boosts productivity.	Low; prefers free or student-discount options but may consider premium during intense periods.
Value Accessibility to product	Very high; needs cross-platform accessibility to access tasks from desktop, mobile, and tablet seamlessly.	High; prefers mobile accessibility for on-the-go updates but may use desktop during study sessions.
Value Experience of the product	High; requires intuitive and seamless user experience with minimal to no learning curve.	Moderate; prefers straightforward functionality and a user-friendly interface that’s easy to navigate.

Define user goals and JTBD

User 1: Vandit (Busy Professional)

Goal	Goal Priority	Goal Type	JTBD	Validation Approach
Optimize productivity	High	Functional Goals	To effectively manage tasks and deadlines.	User interviews
Manage multiple projects effectively	Medium	Functional Goals	To track progress of projects	In-app behavior tracking
Prioritize tasks for better workflow	High	Functional Goals	To set priority tasks	Feature usage data
Maintain work-life balance	Medium	Personal Goals( Optional)	To improve time management	Survey on work-life balance impact

User 2: Harpreet (Student)

Goal	Goal Priority	Goal Type	JTBD	Validation Approach
Stay organized throughout semester	High	Functional Goals	To effectively manage classes, assignments and deadlines.	User Interview
Avoid last-minute stress	High	Personal Goals	To have reminders for upcoming deadlines.	In-app behavior tracking
Improve time management skills	Medium	Personal Goals	To have visibility on tasks to complete it	Periodic surveys
Focus on priority assignments	Medium	Functional Goals	To identify and complete high-priority tasks	User Interview

Initial Impressions.pdf

Hypothesis 1: Creating a Task Within the First 5 Minutes After Signup

• Hypothesis: New users will create their first task within five minutes of signing up.

• Explanation: This metric gauges how quickly users grasp and engage with Todoist’s main function—creating tasks. If users start adding tasks right after signing up, it suggests the onboarding effectively demonstrates the app’s core features. It also signals that new users are keen to dive in, which hints at strong potential engagement. On the other hand, a low rate might imply that onboarding needs to be clearer or make task creation more obvious.

Hypothesis 2: Setting Up a Project Within 10 Minutes of Signup

• Hypothesis: New users will set up their first project within 10 minutes of signing up.

• Explanation: This measure checks if the onboarding encourages users to explore project-based organization, a key feature especially valuable for professionals and students. When users quickly create a project, it shows they recognize the benefits of structuring tasks and see how projects can boost productivity. Since users who engage with projects early are likely to keep organizing tasks this way, it’s a strong indicator of future engagement. Low project setup rates could point to the need for clearer guidance on project creation.

Hypothesis 3: Setting a Reminder Within 24 Hours of Signup

• Hypothesis: Users will set their first task reminder within 24 hours of signing up.

• Explanation: Adding reminders suggests that users understand Todoist as a tool for managing deadlines and staying on top of tasks. This metric is key because users who start setting reminders are more likely to rely on Todoist for time-sensitive activities, which boosts both engagement and retention. If many new users set reminders early, it’s a promising sign they see Todoist as more than just a to-do list—it’s a tool for managing time.

Hypothesis 4: Completing a Task Within 48 Hours of Signup

• Hypothesis: New users will complete their first task within 48 hours of signing up.

• Explanation: Task completion is a clear indicator of value. If users complete a task soon after signing up, it shows they’re already benefiting from the app and reinforcing productive habits. This activation metric matters because experiencing the satisfaction of completing tasks early makes users more likely to keep using the app, helping boost retention. A low completion rate, however, may suggest that users aren’t fully engaged or don’t yet see Todoist as central to their task management.

Metrics to Track

1. D1, D7, and D30 Retention

• Reason: These retention metrics are essential for assessing user engagement at key stages. D1 retention shows if the onboarding experience is compelling enough for users to return the next day. D7 retention captures early habit formation, and D30 reveals long-term product relevance. Strong retention across these stages is a direct indicator of Todoist’s success in engaging and retaining users over time.

2. Task Creation within the First 5 Minutes of Signup

• Reason: This metric is a critical activation signal, showing how quickly users engage with Todoist’s core functionality. Early task creation indicates that the onboarding process is effective and that users immediately see the value in using the app for task management. High rates here suggest that users are primed for continued engagement, while low rates might highlight the need for clearer onboarding.

3. DAU/MAU Ratio (Daily Active Users / Monthly Active Users)

• Reason: This ratio measures user stickiness, indicating how many monthly users return on a daily basis. A higher DAU/MAU ratio reflects that users are incorporating Todoist into their routines, which is a strong predictor of long-term retention and loyalty. Tracking this metric helps understand habitual engagement, an essential factor for any productivity tool.

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