Research
We take products apart in public.
Independent studies of products we weren’t hired to work on: what we noticed, how we checked it, and where the evidence stops. Kit’s founder replied in public; Notion’s Head of EMEA Marketing reached out.
- NotionFlagship research53pages · every email, every trigger Lifecycle autopsy · Product-led SaaS How a product at that valuation fumbles user activation. A full lifecycle autopsy of Notion’s post-signup experience: every email, every trigger, every gap between what signup collects and what the lifecycle does with it. Read the study
- Notion4 → 0signals collected · signals used in email Behavioural revenue architecture · Product-led SaaS Four signals collected at signup. None used in the lifecycle. The product team built a personalised, context-aware first session. The lifecycle email stayed the same unsegmented template. Two audits, a decision model, and three experiments that would close the gap. Read the study
- Kit6questions asked · one email for everyone Onboarding teardown · Creator SaaS Six questions in. One email out. Kit asks six questions before you reach the dashboard. Then it sends everyone the same email. Read the study
- Chowdeck4.8orders per registered user, 2025 Public-numbers teardown · Logistics · Nigeria Ten million orders. 2.1 million users. The interesting number is the one between them. Read the study
- Glovo35reactivation emails, plus push notifications Dormancy study · Logistics · Q-commerce Fourteen months of going quiet. We stopped using Glovo on purpose and stayed gone for over a year, to see who would come looking. Read the study
- Risevest20 / 30emails arrived after 11pm Send-time study · Fintech Two thirds arrived after 11pm. We stayed subscribed to Risevest for eight months and logged when all thirty emails arrived. Read the study
Findings on where lifecycle revenue goes missing, sent when there is something worth saying.
Find the revenue you’re losing.
Tell us where you think it breaks. We’ll show you what the evidence says.