Company:
Oneflow
Year:
Ongoing
Overview
Oneflow is a contract automation platform designed to make working with contracts feel effortless. To support product-led growth and let users experience the core value of our platform upfront, Oneflow offer a free plan. The intent is to remove entry barriers, reduce dependency on sales-led onboarding, and enable self-serve adoption for smaller teams and individuals.
While sign-ups were consistently strong, quantitative data showed major drop-off points across the self-serve journey; from low trial activations to high churn among small, irregular users.
We set out to improve the full self-serve journey; from how users sign up to how they leave. Our goal was to increase conversion, reduce CAC, and scale sustainably. I led end-to-end UX design for the entire growth loop, from signup to cancellation.
Problem
While we had a free plan and product-led funnel in place, few users converted to paid. Support teams were getting unnecessary pricing questions, and customers were frustrated by inflexible payment options, leading to drop-off before purchase.
Through a combination of quantitative data and user interviews, we found that the self-serve journey lacked cohesion. It didn’t account for different user needs and especially for small businesses with irregular usage patterns. We needed a scalable, self-serve loop that could guide users from signup to conversion, without relying on manual support or sales.
Solution
Working across the entire journey, I led design for multiple interconnected areas:
Signup flow: We improved copy and guidance, and added key form fields to better understand user intent. This enabled PQL scoring and gave us clearer input for future UX improvements.
Onboarding: Designed welcome modal, in-app flows using Appcues that improving activation rate with 23%.
Viral loop MVP: Shipped a first version of a product-led sign-up system for our customers counterparts to start using Oneflow. While not fully optimised, it brought CAC to 0 SEK.
Pricing pages: Simplified packaging and reduced confusion, this led to fewer support tickets pre-purchase.
Purchase flow: Enabled monthly subscriptions to support small/intermittent users, which led to increased conversion, but also churn.
Cancellation flow: Introduced cancellation surveys and counter offers. Learned that once users churn, incentives aren’t enough; insights that shaped our future lifecycle efforts.
This holistic redesign formed a closed growth loop: from acquisition to expansion and retention and built for automation and scale.
