Fortuna

Onboarding for a GTM tool

Role: Product Designer
Client: No client
Year: 2026
Type: Product Design · Onboarding

Fortuna cover

Context

Tools like Apollo and Clay are built for GTM engineers and sales operators. But most buyers are founders and small teams of 1–10 people, with no RevOps, no CSM and no admin. They set everything up themselves.

67.2%

of Apollo's G2 reviews come from small businesses.

No CSM

Hands-on support goes to large contracts. Free and Basic users are on their own.

42%

of negative Clay reviews mention credit burn and complexity.

13 reviews

mention a steep learning curve.

Problem

New users learn by clicking around. In an outreach tool that's risky: a send can't be undone, and a domain can be burned in a day.

Competitors don't solve it. Clay shows a live project with no first task. Apollo guides one filter, then drops you into the full UI.

Clay: first screen after signup — Clay

Apollo: the moment after the guided filter step — Apollo

Confidence drops at first login, when users face every feature with no clear next step. Of three jobs I scored, this one hurts most for the least effort to fix.

Customer journey map — Customer journey map.

JobFreqImpFricEffScore

Chosen jobWhen I log in for the first time, I want to know the one thing to do first.F 2 · I 8 · Fr 8 · E 2

288264

When I need a specific feature, I want to learn it in minutes, not days.F 6 · I 5 · Fr 7 · E 4

657453

When I'm evaluating the tool, I want to know it fits my skill level.F 2 · I 9 · Fr 9 · E 8

299820

Score = Frequency × Importance × Friction ÷ Effort

Solution

Ask one question at signup, then replace the dashboard with a single first task built for that goal.

User flow: signup → goal → first task → first send → rest of the product — User flow.

1. Ask the goal

Goal question: find leads / send outreach / export contacts

2. One task for that goal

Tailored first-task screen

3. A safe first send

Users see exactly who gets the email, and how many people, before anything goes out.

Pre-send review: recipient count and preview

4. What's next

After the first win, the product points to the next useful feature.

Post-task screen that introduces the next feature

Post-task screen that introduces the next feature

All screens

Goal identification screens — Goal questions.

Finding leads — Finding leads.

Outreach flow — Building a sequence.

Export flow — Exporting contacts.

Open the Fortuna file in Figma ↗

Metrics to track

An A/B test against the current dashboard. It ships only if target metrics go up and counter-metrics don't get worse.

Target metric · should go upCounter-metric · must not get worse

Target

48-hour activation

% of new accounts that launch a first sequence within 48 hours of signup.

Counter

Support tickets

% of tickets about the learning curve or interface complexity.

Target

Time to first action

Median minutes from signup to the first core action, by path.

Counter

Goal question drop-off

% of users who skip onboarding instead of choosing a path.