Feb 2019 - Apr 2021
I joined RD Station to work in their CRM product, that had been built recently on top of Plug CRM, a startup acquired by RD Station in August 2018.
On the first few months I worked in a growth initiative focused on increasing the product's adoption and activation rates.
We focused on shipping fast growth experiments, such as onboarding journeys and improvements in the signup and account qualification forms.
To build the onboarding journey we used Appcues, so the main artifacts built were flows detailing the primary interactions during the user's first experience with the product.
The experiments helped to improve user adoption by over 100%, tackling the main bottlenecks for users to get to extract value from the tool faster, through the observation of metrics such as drop rate in specific steps of the onboarding journey and frequent access to key features in the following weeks of signup, leading to an increase in product-qualified leads for the sales team.