Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)

2023-02-12 · 64 min · 31 entities

episode page audio

Asserted relationships

→ references Sprint Solve Problems Test Ideas book

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://amazon.com/Sprint-Solve-Problems-Test-Ideas/dp/1442397683
→ references Ride Lifetime Lessons Learned Company book

0.77

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://amazon.com/Ride-Lifetime-Lessons-Learned-Company/dp/0399592091
→ references Rocket Men Odyssey Astronauts Journey book

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://amazon.com/Rocket-Men-Odyssey-Astronauts-Journey/dp/081298871X
→ references Fifth Mission podcast

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://podcasts.apple.com/us/podcast/fifth-mission/id1457274965
→ hosted by Lenny Rachitsky person

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evidence rules-v4
Feed author/publisher: Lenny Rachitsky
→ discusses Technology company

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evidence rules-v4
Feed category: Technology
→ discusses Business concept

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evidence rules-v4
Feed category: Business
→ discusses Entrepreneurship concept

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evidence rules-v4
Feed category: Entrepreneurship
→ references penname.co website

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://penname.co/
→ references figma.com website

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://figma.com/
→ references miro.com website

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://miro.com/
→ references geteppo.com website

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://geteppo.com/
→ references airtable.com website

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://airtable.com/
→ references The White Lotus person

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://hbo.com/the-white-lotus
→ references bluebottlecoffee.com website

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://bluebottlecoffee.com/

Entities found in this episode

websites 12

mentioned penname.co website

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://penname.co/
mentioned figma.com website

0.45

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://figma.com/
mentioned miro.com website

0.45

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://miro.com/
mentioned geteppo.com website

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://geteppo.com/
mentioned airtable.com website

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://airtable.com/
mentioned bluebottlecoffee.com website

0.45

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://bluebottlecoffee.com/
references penname.co website

0.38

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://penname.co/
references figma.com website

0.38

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://figma.com/
references miro.com website

0.38

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://miro.com/
references geteppo.com website

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://geteppo.com/
references airtable.com website

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://airtable.com/
references bluebottlecoffee.com website

0.38

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://bluebottlecoffee.com/

books 6

mentioned Sprint Solve Problems Test Ideas book

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evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://amazon.com/Sprint-Solve-Problems-Test-Ideas/dp/1442397683
mentioned Ride Lifetime Lessons Learned Company book

0.90

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://amazon.com/Ride-Lifetime-Lessons-Learned-Company/dp/0399592091
mentioned Rocket Men Odyssey Astronauts Journey book

0.90

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://amazon.com/Rocket-Men-Odyssey-Astronauts-Journey/dp/081298871X
references Sprint Solve Problems Test Ideas book

0.77

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://amazon.com/Sprint-Solve-Problems-Test-Ideas/dp/1442397683
references Ride Lifetime Lessons Learned Company book

0.77

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://amazon.com/Ride-Lifetime-Lessons-Learned-Company/dp/0399592091
references Rocket Men Odyssey Astronauts Journey book

0.77

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://amazon.com/Rocket-Men-Odyssey-Astronauts-Journey/dp/081298871X

concepts 5

mentioned Business concept

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evidence rules-v4
Feed category: Business
mentioned Entrepreneurship concept

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evidence rules-v4
Feed category: Entrepreneurship
mentioned Lauryn Isford (Head of Growth at Airtable concept

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evidence rules-v4
Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)
discusses Business concept

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evidence rules-v4
Feed category: Business
discusses Entrepreneurship concept

0.40

evidence rules-v4
Feed category: Entrepreneurship

persons 4

mentioned Lenny Rachitsky person

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evidence rules-v4
Feed author/publisher: Lenny Rachitsky
hosted by Lenny Rachitsky person

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evidence rules-v4
Feed author/publisher: Lenny Rachitsky
mentioned The White Lotus person

0.45

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://hbo.com/the-white-lotus
references The White Lotus person

0.38

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://hbo.com/the-white-lotus

podcasts 2

mentioned Fifth Mission podcast

0.90

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://podcasts.apple.com/us/podcast/fifth-mission/id1457274965
references Fifth Mission podcast

0.77

evidence rules-v4
Link in episode "Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)": https://podcasts.apple.com/us/podcast/fifth-mission/id1457274965

companys 2

mentioned Technology company

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evidence rules-v4
Feed category: Technology
discusses Technology company

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evidence rules-v4
Feed category: Technology

Episode description as stored

Brought to you by Public —Invest in stocks, treasuries, crypto, and more: https://public.com/lenny | Miro —A collaborative visual platform where your best work comes to life: https://miro.com/lenny | Eppo —Run reliable, impactful experiments: https://www.geteppo.com/ — Lauryn Isford is a product growth leader and practitioner, who most recently led Growth at Airtable, and is about to start something new 🤫. In today’s episode, we get into the many tactics Lauryn has learned about optimizing onboarding flows. Lauryn describes how overhauling Airtable’s onboarding led to a 20% increase in activation rate, the company’s unique segmentation process, and why North Star metrics are so vital. Lauryn also shares her framework for a PLG growth funnel, and how to use a reverse trial to leverage the benefits of both freemium products and trials. If you’re looking to find growth opportunities within your funnel, this episode is for you. Find the full transcript here: https://www.lennysnewsletter.com/p/mastering-onboarding-lauryn-isford Where to find Lauryn Isford: • Twitter: https://twitter.com/laurynisford • LinkedIn: https://www.linkedin.com/in/laurynisford/ Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • Twitter: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ Referenced: • Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days : https://www.amazon.com/Sprint-Solve-Problems-Test-Ideas/dp/1442397683 • Blue Bottle coffee: https://bluebottlecoffee.com/ • Airtable: https://www.airtable.com/ • How to determine your activation metric: https://www.lennysnewsletter.com/p/how-to-determine-your-activation • Elena Verna on Lenny’s Podcast: https://www.lennyspodcast.com/elena-verna-on-how-b2b-growth-is-changing-product-led-growth-product-led-sales-why-you-should-go-freemium-not-trial-what-features-to-make-free-and-much-more/ • The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company : https://www.amazon.com/Ride-Lifetime-Lessons-Learned-Company/dp/0399592091/ • Rocket Men: The Daring Odyssey of Apollo 8 and the Astronauts Who Made Man’s First Journey to the Moon : https://www.amazon.com/Rocket-Men-Odyssey-Astronauts-Journey/dp/081298871X • Fifth & Mission podcast: https://podcasts.apple.com/us/podcast/fifth-mission/id1457274965 • The White Lotus on HBO: https://www.hbo.com/the-white-lotus • Belfast : https://www.imdb.com/title/tt12789558/ • Figma: https://www.figma.com/ • Miro: https://miro.com/ • Zoelle Egner on Lenny’s Podcast: https://www.lennyspodcast.com/videos/what-pr-is-and-isnt-good-for-according-to-zoelle-egner-head-of-marketing-and-growth-at-box/ In this episode, we cover: (00:00) Lauryn’s background (03:48) Lauryn’s spicy take on experimentation (06:44) Why doing the right thing for customers should be the ultimate goal (08:54) How Airtable rolled out Airtable Forms with A/B testing (11:38) The importance of onboarding (13:15) Airtable’s onboarding revamp and how it increased activation by 20% (16:57) How Airtable’s guided onboarding wizard improved the user experience (18:00) Why reducing reliance on tooltips can be a good idea for complicated products (20:06) The importance of meeting users where they are (22:52) How Airtable segmented users by learning styles (24:10) Airtable’s activation metrics (27:22) How the week-four multi-user collaboration metric was operationalized (30:45) Other metrics Airtable used (34:34) When Airtable changed their North Star metric (36:26) How much time to give a North Star metric before pivoting (38:05) Trials vs. freemium and what a reverse trial is (42:51) How to have self-serve options when you’re not fully self-serve (46:04) Onboarding experiences that aren’t very helpful (47:31) How to help users understand features (48:42) Why user education is more important than pushing premium features (50:03) The role of guardrail metrics (51:40) Lauryn’s PLG growth funnel framework (54:26) How Laur