We sign up for your product, go through onboarding as a real new user, and record a 15-minute Loom with every friction point we find — and what to fix first. Free. 5 business days.

No pitch call. No agency deck. Just the Loom.

Jake McMahon

10 years building growth systems for B2B SaaS at $1M–$50M ARR. BSc Behavioural Psychology. MSc Data Science. Every teardown is personally reviewed — not delegated.

WHAT YOU RECEIVE

Four deliverables. In your inbox in 5 business days.

15-minute narrated Loom

A screen-recorded walkthrough of your entire signup → activation flow. We narrate every friction point in real time — the same experience your new users are having.

Screen-by-screen friction map

Every screen documented: what we found, what a real first-time user encounters, and where the flow breaks down. Timestamped so you can skip to the relevant moments in the Loom.

3–5 ranked fixes

Specific changes prioritised by impact-to-effort. Not "improve onboarding" — "move billing after first value moment, add progress indicator at step 3, rewrite empty state copy."

Written summary

A follow-up email with the key findings written up and the Loom link — so you can forward it to your team without scheduling a meeting.

THE TEARDOWN IN ACTION

What a real teardown looks like — step by step

Here's an anonymised walkthrough of a B2B SaaS onboarding audit. This is the level of detail in every teardown.

#	Screen	What we found	Severity
1	Signup page	Email + password only. No social login, no Google. Clean.	OK
2	Company setup	Team size asked before any value shown. No explanation of why this information is needed.	Low
3	Billing prompt	Credit card requested before user has seen the product work once. No "what you'll get" framing. No skip path.	High
4	Empty dashboard	5 nav items, no sample data, no contextual guidance, no quick-win task to orient the user.	High
5	First value moment	User reaches a working feature at screen 5. This should happen at screen 2.	Critical

FINDING 01 — HIGH IMPACT

Billing wall at screen 3 — before the user has seen any value

What we observed

At screen 3, a credit card prompt appears. There's no "what you'll get in your trial" framing, no skip path, no indication of what's behind the paywall. This is the highest-friction point in the flow.

Why it kills activation

Behavioural research is clear: asking for payment commitment before demonstrating value destroys conversion. The user hasn't solved a problem yet. Trust hasn't been established. The ask is premature.

The fix

Move billing to post-first-value-moment. Frame the trial as "14 days free, no card needed." Add a 3-line value summary on the billing screen: what they'll get, what happens after trial, how to cancel. Expected impact: 15–25% uplift at this step based on comparable product patterns. Implementation effort: 2–3 days engineering.

Get your teardown — free →

FROM REAL TEARDOWNS

The kind of thing we find.

Billing before value

60% of new signups abandon when asked for a credit card before they've seen the product work once. We found this pattern in 3 of the last 5 teardowns.

No progress signal across 7 steps

Nothing tells the user where they are or how much is left. Users in an unknown-length flow drop at the moment it feels endless.

First value buried behind setup

Users configure integrations, invite team members, set preferences — all before the product does anything useful. First value moment arrives at step 5. It should arrive at step 2.

HOW IT WORKS

Three steps. Five business days.

You submit.

Company name, product URL, email. That's it. No intake call, no NDA, no "tell us about your goals."

We sign up.

We go through your onboarding as a first-time user. Every screen, every email, every friction point — documented. No insider context.

You get the Loom.

15-minute narrated video, timestamped friction map, 3–5 ranked fixes. In your inbox within 5 business days.

Our guarantee.

If we can't find at least 3 actionable improvements in your activation flow, we'll tell you that — and explain what's already working. That outcome is rare. Most flows have more friction than their teams realise.

Want the full picture — with your actual user data?

The teardown shows you the friction. The Activation Deep Dive adds your PostHog data: where users are actually dropping off, which friction points are costing the most revenue, and a prioritised fix roadmap backed by real numbers.

See the Activation Deep Dive →