Asana Business' upgraded onboarding experience

Many SaaS product managers and marketers spend a lot of time thinking about how they can get free trial and freemium users to upgrade, only to neglect those new premium users after the fact.

The Appcues marketing team recently upgraded to Asana Business (so exciting!) and we were delighted to find that Asana does a great job welcoming individual premium users. Each team member was treated to a succinct second onboarding experience that introduced newly available Business features. It really felt like we were upgrading to a new product experience, instead of just paying more for a tool we already used.

Welcome modal and intro to 4 key Business features

Contextual tooltips

Why this is really good UX

• By giving new Business users a second onboarding experience, Asana reaffirms that its Business plan is full of features and workflow enhancements that are worth paying more for. It makes upgrading feel exciting.
• Each modal uses succinct copy, straightforward headers, and informative illustrations to highlight valuable features.
• Asana's branding is always distinctive and delightful, and this example is no exception.

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