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Beam — Sign-up onboarding usability test

Beam (a fictional team project-management SaaS) shows a low first-glance discovery rate for the SSO option, and analytics suggest invited users are landing in empty workspaces instead of their team. This study targets the first 5 minutes of the new-user experience to identify the core drop-off points.

Hypotheses

1) The SSO (Google) button sits below the email form, so users miss it on first scan. 2) Users arriving via an invite link see the same sign-up page as direct sign-ups, conflating the two flows.

Recruitment criteria

Non-engineers who have signed up for at least one new SaaS in the past 6 months. Daily users of team collaboration tools (Notion, Slack, Linear, etc.) with company SSO experience.

Quantitative results

Sessions

5

5 done · 0 in progress · 0 scheduled

Avg session duration

7:58

Overall success rate

60%

Avg participant rating

2.6 / 5

Per-task metrics

1. Sign up with Google SSO

5 · Success 60% · Rating 3.2/5
Independent 2Minor difficulty 1Observer helped 1Failure 1
median 1m 25s · mean 1m 25smin 30s · max 2m 5s
Observation 5Problem 3Insight 2

2. Land in the right workspace

5 · Success 60% · Rating 2.0/5
Minor difficulty 1Struggled, resolved 2Observer helped 1Failure 1
median 3m 30s · mean 3m 14smin 1m 30s · max 4m
Observation 5Problem 3Insight 2Bug 5

Participants

#AgeGenderOccupationBackground
P130sFemaleProduct ManagerSigned up for Linear, Notion, and Figma in the last 3 months. Uses Google Workspace SSO daily at work.
P220sMaleContent MarketerLives in Slack and Jira for team work; signs into internal tools with Google Workspace SSO. Signed up for two new SaaS tools this year.
P340sFemaleProduct StrategistTen years in product planning; frequently evaluates new SaaS for her team, so she signs up for tools often. Daily Google Workspace SSO user.
P430sMaleUX DesignerTries new SaaS often, mostly design collaboration tools. Company runs on Google Workspace; daily SSO user.
P520sFemaleHR ManagerUses SaaS mostly around recruiting tools; signs up for something new once or twice a year. Has company SSO but rarely thinks about it.