New customers get in. Most never reach the point where your product does something for them.

I find where they stop, put a number on it, and fix that path. Fixed price. One flow at a time.

Three years at Hootsuite on net-new user activation. Now doing it for smaller teams.

Shipping a self-serve product?

Signups that never become users. Teardowns, a two-week diagnostic from €4,500, a six-week rebuild.

Self-serve →

Shipping a finance or insurance flow?

A quote, application or onboarding with a go-live date and no number on it. Two weeks, your tools, fixed price.

Finance and insurance →

The problem

Seven in ten never get there.

At the product-led companies OpenView called best in class,20 to 30% of signups reached activation. Everyone else did worse. That is normal. It is not a sign your product is broken.

You know your cost per signup. Ask which screen loses the most new users, and what that costs you a month, and most teams go quiet.

You already paid to get those people in. They are inside your product right now, not finding a reason to stay. Fixing that needs no new budget, no new channel and no new features.

It needs you to know where they go. That isa measurement problem before it is a design problem. I work in that order.

Who it is for

This is for you if

  • You are self-serve B2B SaaS, roughly €1M to €10M ARR
  • People can sign up without talking to your sales team
  • You get enough signups a month to measure a change
  • There is a setup step before value. An integration, an import, an invite, a configuration
  • Someone on your team owns an activation or retention number already, or is about to

This is not for you if

  • Your product is sales-led and there is no self-serve path to fix
  • You are pre-product-market-fit. Then the problem is the product, not the first run, and I would be taking your money
  • You want design capacity instead of an answer. I am the wrong shape, and more expensive than the right one

How it works

  1. Watch

    Real people using your product for the first time, next to whatever your data already tells you. Most teams have never sat through their own onboarding as a stranger would.

  2. Locate

    Where people drop off, why, and what each drop costs you a month in euros. You get a leak map and a backlog, ranked by what each fix is worth instead of how easy it is.

  3. Rebuild and ship

    Signup to first value, designed and built next to your engineers, and measured before it goes live.

Teardowns

Watch me do it on someone else first.

Every week I take a product, sign up as a new user, and record where the first run breaks. No client relationship. Nothing softened. It is the same work the diagnostic starts with, so you may as well see it before you pay for it.

Ten B2B SaaS signups in ten days. Nine never told me what to do first.

Salesforge lands you on a page called "Sequences".

Salesforge · An empty state that says "no sequences yet", and nothing about what a sequence is.

Buffer asks you four smart questions during onboarding.

Buffer · Then acts like you never answered them.

Buffer asks you 4 smart questions when you sign up. Then acts like you never answered.Buffer's signup flow: one question per screen, skippable at every step, a progress dial, no wall of form fields. Somebody thought about this.I answered 21 to 50 accounts, already using a competitor. Two of the strongest signals a new user can give you.What came next: a generic dashboard and a static pricing grid. Nothing acknowledged what I had just said.A 'How did you hear about Buffer?' survey sitting on top of the checklist I was supposed to be working through.Both moments collect information for someone inside the company. Neither helps the person trying to connect their first channel.At Hootsuite we seeded new accounts with demo data, so the aha moment stopped depending on setup.What does a new user see in your product before they have connected anything? I record one of these every week. Send me your product: jelle@nomoro.be

Track record

Jelle Eysermans
Hootsuite
Product Design Lead, three years. The objective was to raise DAU/MAU for net-new users. Onboarding journeys, in-product guidance, and the product metrics that defined the aha moment and told us whether we moved it.
EY Studio+
Head of Design. Rebuilt the design practice from 4 people to 10 in eight months.
Onegrid
Co-founder. A product taken from zero to one, including the part where you find out whether anyone wants it.
Now
Capitac, a Belgian investment platform. An insurer's broker platform, Non-life. Before that Gemini Sports Analytics, whose product Sky Sports used for their World Cup talent analysis.

On numbers.

I do not publish activation percentages I cannot source. Case studies from Nomoro work are being written now. They will name the client and say how we measured. Until then the teardowns above tell you more. Same work, someone else's product.

Shipping a self-serve product?

Signups that never become users. Teardowns, a two-week diagnostic from €4,500, a six-week rebuild.

Self-serve →

Shipping a finance or insurance flow?

A quote, application or onboarding with a go-live date and no number on it. Two weeks, your tools, fixed price.

Finance and insurance →