Lakshita
G

Problem

Users churned after signup not because the product lacked features , because it assumed they already understood cold email. No guided path. Blank empty states. Every control exposed at once.

Decision

Mapped five core user jobs instead of redesigning screens. Setup → Find leads → Launch → Manage replies → Improve. Every feature evaluated against one of those five. Empty states became onboarding surfaces. Campaign creation became a guided four-step flow.

Outcome

Users go from signup to first campaign without needing to understand the product first. The product guides them through it.

Problem

Traditional IPT gives a score , inbox, spam, or missing. But that leaves the hardest part to the user: what do I actually do about it?

Decision

Reframed the product around the real user need. Users do not want a score. They want confidence it is safe to launch. Redesigned around: test, diagnose, explain, recommend, fix, retest. Added SPF/DKIM/DMARC checks, AI content suggestions, one-click fixes, and a direct path back into campaign editing.

Outcome

Reduced deliverability expertise required. Created a recurring reason to return. Turned IPT from a utility into a workflow users came back to repeatedly.

Problem

The pro-rated upgrade flow was silently losing users mid-purchase. Free trial users had no moment that made paying feel necessary , no urgency without feeling punitive.

Decision

Shifted from trial to a free plan with feature limits tied to specific capabilities , not time. That ceiling felt like a natural next step. Added credit top-up so users could pay incrementally. Fixed the broken pro-rated flow first.

Outcome

Paid conversion improved because the ceiling created intent rather than urgency. MRR growth followed from better upgrade mechanics, not just more users.