The problem

Northpath’s customers liked the product but struggled to get started. Setup took five screens, and the reports that mattered were spread across four separate views.

What I changed

I interviewed eight customers and watched how they set up a new site. Most of them only needed two decisions to get going, so onboarding shrank to exactly those two.

One dashboard

Traffic, signups, and revenue moved into a single overview with drill-downs, built as React components the team now owns.

What I learned. Most new users only needed two decisions to see their first report. Everything else could wait until they came back.

What happened

New sites reached their first report faster, and support questions about setup dropped noticeably in the following months.