Proposify Onboarding Redesign (TTFB-First)

Confidence: Working. Single-company evidence; treat metrics as illustrative unless primary analyses are attached.

Fit narrative (Problem → Behavior → Solution → Product)

• Problem Market Fit: Trial users overwhelmed by choices (e.g., templates) before experiencing value.
• Behavior Market Fit: The target behavior is “send a proposal,” not “choose a template.”
• Solution Market Fit: Redesign onboarding to guide users directly to first proposal sent (minimize steps/choices).
• Product Market Fit: Users who send a first proposal convert at higher rates (company-reported).

Behavior metrics (window/denominator stated)

• Window: First 14–30 days; Denominator: new trial users.
• TTFB: Reduced time from signup to first proposal (illustrative; attach primary for exact deltas).
• Δ‑B: Higher share of trials sending first proposal under new flow (illustrative).
• Conversion: Higher paid conversion correlated with sending first proposal (company-reported correlation).

Solution enablement (environment/process)

• Remove pre-value choices; guide to proposal creation.
• Provide in-context help to reach the “aha” moment.

Limitations/confounders

• Single-company evaluation; product/version differences; marketing mix effects.

Sources

• Company case study posts (attach when published);
• Working research synthesis.