How Asana Welcomes New Users

We’re taking a page from the great user onboarding teardowns of Samuel Hulick to walk through how Asana handles new user registration, onboarding, and email flow.

Along the way, you’ll learn how Asana:

• gets the most out of the persuasion principle of social proof
• writes utility subject lines
• manages friction in the signup process, removing friction to make it easy to submit an email address and fill out account information but adding friction with an account verification step to improve clarity and quality in the next stage of the funnel
• provides clear direction on what to do next in the first few emails
• follows the “one email, one goal” rule
• takes a product with many features and removes some new user inertia by employing the IKEA effect
• incorporates newsletters into its funnel, adding context, showing value, and keeping fresh in people’s minds — but giving people the control to unsubscribe from specific kinds of emails
• uses email as UX
• iterates and improves its emails

On to the show!