Case Study: How UX Research Increased User Retention in a B2B SaaS Product
Summary
This SaaS platform had strong acquisition but weak user retention. Through user interviews and onboarding usability testing, the team uncovered pain points and clarified where users were losing momentum. The findings led to more intuitive onboarding and higher engagement. A practical example of research driving product performance.
The Client
A B2B SaaS platform offering productivity tools for small teams and independent professionals. The product had a growing user base but struggled to convert new sign-ups into long-term active users.
The Challenge
The team had analytics showing where users were dropping off, but they didn’t know why. With onboarding completion rates low and retention lagging, they needed to understand the disconnect between the product’s value and how it was being experienced by first-time users. Their goal was to improve early engagement and reduce churn without relying on guesswork.
What We Did
We conducted a round of moderated usability testing paired with in-depth user interviews. Participants included new users who had signed up but disengaged, as well as active users who had successfully adopted the product.
The research focused on key moments in the onboarding process. We observed where users hesitated, what steps caused confusion, and how clearly the product’s value was communicated. We also explored expectations—what users thought they were signing up for versus what the experience actually delivered.
We translated the findings into specific recommendations around product flow, feature visibility, and microcopy clarity. We also provided guidance on how to adjust the messaging across the onboarding funnel to better align with what users needed to see to stay engaged.
The Outcome
The research revealed several critical friction points that were easy to fix once clearly identified. The client implemented changes to their onboarding flow, clarified key feature introductions, and removed elements that created unnecessary cognitive load.
Follow-up data showed improved onboarding completion and a measurable increase in user retention during the first 30 days. The team also reported stronger alignment between product and marketing, resulting in more cohesive messaging throughout the user journey.
Strategic Impact
The project gave the client a scalable research framework to support future UX decisions. By grounding design changes in real user feedback, they increased adoption and reduced wasted development effort—transforming user retention from a pain point into a performance driver.