Signal Field
From brand refresh to production UI: marketing site, app shell, and onboarding that turned a complex product into a clear story.
Scope
Brand strategy, marketing site, product UX, onboarding engineering
Timeline
4 months
Stack
Next.js, TypeScript, Tailwind CSS
What we were solving for
Signal Field had a powerful data aggregation platform but struggled to communicate its value. The marketing site was technical and dense. The product UI had grown organically and first-time users consistently dropped out before completing setup. Sales cycles were long because prospects couldn't self-serve.
How we thought about it
Brand and product worked in lockstep from the start. The same positioning workshop that shaped the marketing narrative informed the onboarding flow design. We built the story first, then the screens. The result is a product that explains itself as you use it.
How we worked
through it
01
Positioning workshop
Two days with Signal's founders and sales team. We mapped the competitive landscape, identified the one thing Signal does that no one else does, and built a messaging hierarchy that became the brief for both marketing and product design.
What we measured
after we shipped
54%
Trial-to-paid conversion
Up from 18% before the onboarding redesign.
3 days
Median time to activation
Down from 12 days—the point where users complete a meaningful action.
2.4×
Organic demo requests
Month-over-month growth in inbound pipeline after site launch.
40%
Support ticket reduction
Contextual onboarding reduced first-week confusion significantly.
“For the first time, prospects get it from the website alone. Our sales team spends the call on value, not explanation.”