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Research

Kit · Onboarding teardown

Six questions in. One email out.

Kit asks six questions before you reach the dashboard. Then it sends everyone the same email.

  • 6things collected before the dashboard
  • 1email sent, the same for everyone

What Kit asks

Six questions, in the right order.

Before you reach the dashboard, Kit collects six things, and numbers them itself in its own sidebar.

The migration question alone is the highest-value signal a new user can hand over. Nine options, asked at exactly the right moment. It is a good question, well placed.

Kit signup: name, email, password.
01 · Account: name, email, password.
Do you already use an email marketing tool?
02 · “Do you already use an email marketing tool?”
Which tool are you moving from, with nine options.
03 · “Which tool are you moving from?”: nine options.
How many email subscribers do you have, with five buckets.
04 · “How many email subscribers do you have?”: five buckets.
What kind of creator are you, select up to three.
05 · “What kind of creator are you?”: up to three.
What do you hope to achieve with Kit?
06 · “What do you hope to achieve with Kit?”

What Kit sends

One email, and this is all of it.

Subject: “Confirm your Kit account.” Heading: “Verify your email address.” It arrived about fifteen minutes after signup. Then you verify, land back on the same dashboard, and the trial clock is running.

Kit’s confirmation email: verify your email address.
The only email, for every answer.

The gap

Not a missing question. A missing route.

A Mailchimp migrator with 50,000 subscribers and a first-time creator with none answer six questions differently and then get the same sequence. Two entirely different users. One experience.

Collecting data without using it isn’t personalisation. It’s theatre.

This isn’t a Kit problem. Every signup survey that goes unused asks the user to say who they are, then talks to them like a stranger anyway.

What happened next

We could definitely do more with that data! It does personalize things in the app to make it more seamless to migrate from a specific provider. But you’re right it should change the emails as well.

Nathan BarryFounder, KitA public reply to the teardown.

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