Onboarding project | Dezy It

What is Dezy It?

Dezy It is a growth sprint tool built for growth and product teams to accelerate product-led growth through rapid experimentation and validation. It helps growth and product teams iterate quickly, driving sustainable growth by streamlining experiments and collaboration.

Dezy It's ICPs

	ICP 1	ICP 2
Ideal customer profile name	Shakti Singh	Rahul Sharma
Job title	CPO	Product Growth Manager/ Product Manager
Age / Gender	28-45	28-40
Organizational Goals	Early Scaling to mature scaling	Increase Revenue and find areas for Revenue streams.
Role Priorities	Strategic Planning and decision, Build Strong Growth Teams	Run and scale growth experiments, Stakeholder alignment, Boost Acquisition and Revenue
Role in buying process.	Buyer	Influencer/Buyer
Reporting Structure	Reports to CEO	Reports to CMO or CPO
Preferred Channels	LinkedIn, GX Slack, SEO	LinkedIn, GX Slack, SEO
Products used in workplace.	Google Docs, Teams, Slack, Jira	Google Docs, PPT, Figma, Miro, Slack/Teams, Mix panel.
Where do they spend time?	Connecting with and Managing Product team, Company Growth Plan, Meeting with Investors	Building a growth plan, Roadmaps, Cross team collaboration, tracking metrics, Connecting with CPO
Pain Points	Pressure from investors to meet acquisition goals Difficulty in identifying right growth metrics Rely on Rapid experimentation and there is not past data Building Strong and High performance Growth Teams Validate product rapidly and improve based on feedback Unclear Priorities on growth experiments for short term and long term vision	Unstructured Process for Growth Resource crunch for running rapid experimentation A lot of call with Stakeholder and teams to align on growth experiments Can’t talk to actual user much as they come only on incentive, thus replying on Data Unclear success metrics Ineffective prioritization Too many tools involved for planning Needs to demonstrate the impact of growth experiments.
How Did they Discover Dezy it	SEO, LinkedIn messages, Slack messages	SEO, LinkedIn messages, Slack messages
Whay are the things they like about Dezy It	Structured Process Better Collaboration and Visibility on Growth experiments	Structured process and easy to communicate the experiment's impact through impact and feasibility voting Centralized Documentation structure for all experiemnts
Where the flow is breaking for most of the users?	At user goals section	At goals and persona section

Jobs to be done

Job	Goal
Functional (Primary)	Get a Structures Growth sprint Process Run rapid experiments and iterate quickly to optimize growth across user acquisition, retention, and revenue. Stakeholders buy-in by effectively communicating the value and impact of growth initiatives. Centralized Repository for growth experiment, easy access to all members. Better prioritization of experiments to avoid resource crunch with voting mechanism.
Personal (Secondary)	Less meetings, Save more time. Reduce workload Faster collaboration
Financial (Secondary)	Increased ROI, Increased revenue with rapid validation

Job

Goal

Functional (Primary)

Get a Structures Growth sprint Process
Run rapid experiments and iterate quickly to optimize growth across user acquisition, retention, and revenue.
Stakeholders buy-in by effectively communicating the value and impact of growth initiatives.
Centralized Repository for growth experiment, easy access to all members.

Better prioritization of experiments to avoid resource crunch with voting mechanism.

Personal (Secondary)

Less meetings, Save more time. Reduce workload
Faster collaboration

Financial (Secondary)

Increased ROI, Increased revenue with rapid validation

Validations (User Interviews summary of painpoints and insights)

Here are the few Summary pointers(Consolidated) from users that validates the JTBD.

Aligning objectives between growth scenarios and tech processes can be challenging due to differing perspectives.
It is good repository of items
This is good structure. If growth experiment is happening at a rapid pace. When you are moving fast you can miss few steps. This structure helps.
Once they adapt dezy it, no one has to worry about where to find the relevant documents and items for growth sprints.
The Team alignment takes a lot of time.
The Stakeholder needs a summary of growth sprint as they are busy before coming to meeting so that they can make decisions
There are too many tools and things to be done while executing a growth process
There are a lot of alignment calls
Need a product to ask stakeholder to login and let them view, is there a simpler way to that i can communicate to all teams?

Onboarding Teardown

Onboarding Teardown - Dezy It (1).pdf

Activation Metrics

Hypothesis: The user should complete at least 1 Sprint within 7-day period of time.

Reasoning: Completing the sprint within 7 days of time will give user a complete experience of all the features of the product. Completing a sprint demonstrates that they understand the platform's functionalities and can utilize it for growth experimentation. This period shows their likelihood to use this again as they would have received their Aha moment by completing the sprint in 7 days and they have learned the tool.
Metrics to Track:
1. D1, D7 Retention: Tracking through Google analytics, the percentage of users who complete a full sprint within 7 days of signing up.
2. Time to complete the sprint: Tracking the timestamps from starting of the sprint to end of the sprint. Taking the average of all the user and measure the average time for a team to complete one sprint. I can be beyond 7-days too.
3. User Cohorts and Acquisition channels: Tracking the Cohorts based on the Acquistion channels and segmenting them in High performing and low performing cohorts. Optimize the Acquisition channels and learning curve based on high and low performance cohorts.
4. Qualitative Feedback: Feedback tracking through the pop up inside the product and optimizing product based on that.

2. Hypothesis: The user should complete at least 3 Sprint within 30-day period of time.

Reasoning: Completing the sprint within 30 days of time will give user a complete experience of all the features of the product. Completing multiple sprints demonstrates that they understand the platform's functionalities and the Tool is giving them good ROI on the process.
Metrics to Track:
1. D1, D7, D30 Retention: Tracking through Google analytics, the percentage of users who complete a full sprint within 30 days of signing up.
2. Time to complete the sprint: Tracking the timestamps from starting of the sprint to end of the sprint. Taking the average of all the user and measure the average time for a team to complete one sprint.
3. User Cohorts and Acquisition channels: Tracking the Cohorts based on the Acquistion channels and segmenting them in High performing and low performing cohorts. Optimize the Acquisition channels and learning curve based on high and low performance cohorts.
4. Qualitative Feedback: Feedback tracking through the pop up inside the product and optimizing product based on that.

Hypothesis: The user should complete at least 1 Sprint and add atleast 3 members within 7-day period of time.

Reasoning: Completing the sprint within 7 days of time will give user a complete experience of all the features of the product. Adding atleast 3 members will indicate the collaboration across the team dev, design, and product.
Metrics to Track:
1. D1, D7 Retention: Tracking through Google analytics, the percentage of users who complete a full sprint within 7 days of signing up.
2. Time to complete the sprint: Tracking the timestamps from starting of the sprint to end of the sprint. Taking the average of all the user and measure the average time for a team to complete one sprint. I can be beyond 7-days too.
3. User Cohorts: Tracking the Cohorts based on the Acquistion channels and segmenting them in High performing and low performing cohorts. Optimize the Acquisition channels and learning curve based on high and low performance cohorts.
4. Qualitative Feedback: Feedback tracking through the pop up inside the product and optimizing product based on that.
5. Number of members added: Tracking number of members added in the workspace through admin dashboard

4. Hypothesis: The user should complete at least 1 Sprint and within 7-day period of time and share the sprint results with atleast 1 stakeholder.

Reasoning: Completing the sprint within 7 days of time will give user a complete experience of all the features of the product. Sharing the sprint after completing will indicate the communication to stake holders.
Metrics to Track:
1. D1, D7 Retention: Tracking through Google analytics, the percentage of users who complete a full sprint within 7 days of signing up.
2. Time to complete the sprint: Tracking the timestamps from starting of the sprint to end of the sprint. Taking the average of all the user and measure the average time for a team to complete one sprint. I can be beyond 7-days too.
3. User Cohorts: Tracking the Cohorts based on the Acquistion channels and segmenting them in High performing and low performing cohorts. Optimize the Acquisition channels and learning curve based on high and low performance cohorts.
4. Qualitative Feedback: Feedback tracking through the pop up inside the product and optimizing product based on that.
5. Track the sharing event: Tracking the sharing event will give and understanding that the sprint has been completed and shared with stakeholders post completion screen.

5. Hypothesis: The user should complete the onboarding steps withing 3 days of first sign up.

Reasoning: Completing the onboarding steps withing 3 days of signup will give me and idea that there is a usage intent and we have communicated the painpoints and learning curve really well and it's fits the painpoint that "I know the problem, but I don't know where to get started".
Metrics to Track:
1. D1 and D7 Retention: Tracking through Google analytics, the percentage of users retained
2. Time to complete onboarding: Tracking the timestamps from starting of the sign up and completing the onboarding steps till first sprint.
3. Acquisition channels and User Cohorts: Tracking the Acquisition channels from where most if the users are completing sign up withing 3 days. this will help me to scale or improve the communication on specific acquisition channels. Additionally, cohort tracking will give and idea that which cohort is doing fast onboarding, and which one is not.
4. Qualitative Feedback: Tracking the sessions on clarity and Smartlook to analyse where user flow is breaking and then connecting with users to get the qualitative feedback on onboarding process.
5. Email verifications: Tracking the number of email verifications through admin dashboard will give me the idea on how many users are verifying their emails and thus making a complete check to onboarding process vs how many deferred accounts are there.