Establishing Cockpit Onboarding as a Measurable, End-to-End Customer Journey

Our Client

Our client is a European B2B platform for on-the-road payments and mobility solutions, with around 3,000 employees globally and €860 million+ in revenue. Best known for its fueling and charging card, its customers range from single-vehicle owners to fleets running over 15,000 trucks, served through the Cockpit web portal and a mobile app, each serving a unique set of user personas.

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The Mission: Enabling Customers to Activate and Reach Value Faster Through Onboarding

Background

Our client was rebuilding its platform with a stronger customer-centric focus, with onboarding identified as a key strategic initiative where Product People led end-to-end work from February to September 2026. This spanned discovery, data analysis, delivery, and implementation across two workstreams: one helping customers understand the platform's value before logging in, and another helping them get started quickly in the Cockpit web portal.

Why Product People Were Needed

Onboarding cuts across Sales, Customer Success, Marketing, Analytics, and multiple product teams, with regional variation in process. The client needed:

• Clearer ownership by breaking silos across the onboarding journey.
• Validated, highest-impact customer needs.
• A research-backed, prioritized onboarding roadmap and delivery backlog.

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Our Main Quest: Establishing Cockpit Onboarding as a Measurable, End-to-End Customer Journey

Initiative 1: Created a shared, end-to-end onboarding journey

Problem: From sales handover to first login, onboarding was unmapped and varied across regions, segments, and personas. Larger customers received hands-on support while smaller ones lagged, creating customer confusion, internal inefficiency, and unresolved pain points.

What We Did:

• Mapped the journey through 40+ stakeholder interviews, identifying internal and customer pain points and their potential root causes.
• Validated these assumptions through customer interviews and usability tests, confirming the highest-value opportunities.

Outcome:

• Established the first end-to-end view of onboarding across regions, customer segments, and personas.
• Focused teams on the highest-impact opportunities across pre-platform and platform onboarding, enabling earlier action on activation friction.
• Made onboarding measurable through agreed KPIs and success metrics for tracking progress.
• Shaped the roadmap and delivery priorities around validated customer needs and researched evidence.

Initiative 2: Helped customers reach value sooner through clearer onboarding communications

Problem: Onboarding communications were generic and outdated, without explaining the value of our client's digital products. Inconsistent sequencing, design, and terminology across team-owned emails fragmented the experience.

What We Did:

• Audited the email journey, identifying duplication, gaps, and unclear next steps.
• Simplified and sequenced Marketing and Product communications around the knowledge customers would need at each stage.
• Established a cross-functional working group and phased plan to align ownership, deliver immediate changes, and define the ideal target state.

Outcome:

• Increased mobile app CTR by 7% through a phased refresh of the initial email communications, moving more customers toward first use.
• Defined role- and permission-specific email flows and moved the improvements into team backlogs.

Initiative 3: Enabled measurable, continuous onboarding improvement

Problem: Without reliable event tracking, teams had limited visibility into activation, engagement, and where users hit friction, and there was currently no way to trigger in-product guidance or feedback.

What We Did:

• Set up Amplitude tracking, dashboards, and event triggers to measure onboarding behaviors, including product usage, retention, and guide completion.
• Created 4+ in-product guides and surveys for various product areas to provide relevant guidance and capture feedback.
• Enabled several product teams to set up Amplitude guides, surveys, and tracking through walkthroughs and templates.

Outcome:

• Made onboarding behavior visible through a dedicated dashboard with metrics needed to identify friction and measure progress.
• Created a feedback loop in the revamped Cockpit through triggered surveys to learn from users and improve the experience.
• Extended event-triggered guidance and feedback beyond onboarding, enabling other product areas to make more informed product decisions.

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Mission Achievements: Delivered Outcomes

✅ Mapped an onboarding journey handling up to 60,000 new customers a year from website and telesales channels.

✅ Lifted app click-through 7% by implementing new first-time user onboarding emails so customers understood the value before logging in.

✅ Made onboarding measurable by defining onboarding KPIs and building a dedicated Amplitude dashboard, giving teams the data to target friction.

✅ Shipped 4+ in-product guides and surveys by using event triggers in the revamped Cockpit to deliver relevant guidance and capture continuous customer feedback.

✅ Delivered a prioritized onboarding roadmap and delivery backlog by converting research and stakeholder evidence into ranked, validated customer needs.