Fastlane · B2C · short video marketing tool
Email every waitlist signup a call invite, then silently watch them use the product
Revealed lots of UI friction; led to the swipe-style redesign
Workedonboardingproduct-activationemail
What they did
As soon as someone joined the waitlist, emailed them an invite to a call. On the call, sent a link to the platform, asked them to share their screen, and watched quietly, speaking as little as possible (not even helping when they pressed the wrong login button) to see where they got stuck.
What happened
Found a lot of friction in the UI; shaped the MVP and a Tinder-like swipe-to-approve interface
- Stage
- Pre-launch (MVP)
“the moment they signed up to our wait list, we sent them an email, invited them to a call, and once they jumped on the call, we just sent them a link to our platform, asked them to share their screen, and we just sat there quietly and watched them use the platform.”
“as we sat there and we just watched users navigate our UI, we realized there was so much friction.”
Related topics
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- Fastlane: Sell a paid beta to your waitlist and iterate for months before launchingAbout $16K ARR from beta users before the public launch