Rev FTUX

Challenge

Rev already had an established product and user base, so this wasn't zero to one. Leadership flagged that onboarding was asking people to upload a real file before they'd seen any value, and it was a hard stop for anyone who wasn't already sold. We had to rebuild the first-run flow without a real product to lean on for proof.

Goal

Cut the signup flow from six steps to two and let people explore with sample content before ever touching a real upload. Speed to first value, not more steps to convince someone to stay.

What happened

Launch went the opposite direction we wanted. File upload and trial starts dipped. The trial offer had landed right after the demo, and people were leaving before they ever got asked to convert. We moved it to right before the demo instead, and organic trials jumped 66% week over week.

That fix surfaced something bigger. Legal users behaved completely differently from everyone else, building their own file upload workflow instead of trusting the demo. Once we split the experience by user type, legal's paid conversion went from 4% to 9% in five weeks, more than three times the lift the general fallback path got.

More screenshots, flows, and information available upon request.