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Product event
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Research triggers · Customer feedback moments
Discover What New Users Expect
Interview users right after they sign up or create an account. Understand what they’re hoping to accomplish before they even start using your product.
2 to 5 minute interviewsWorks from events you already trackEvery interview is a real person
“I started the setup, but I wasn’t sure what the next step was supposed to be.”
What people say at this moment
Why it happens
Common Reasons Users Sign Up
Users sign up for products when they believe the product can solve an important problem. Understanding these motivations helps teams design onboarding experiences that match user expectations.
Common motivations include:
• finding a solution to a specific problem
• trying a product recommended by others
• replacing a tool that no longer works well
• testing a product after seeing marketing or content
• evaluating options before making a purchase decision
Understanding why users sign up helps teams design onboarding experiences that match their expectations.
The gap
Most Teams Don’t Know Why Users Sign Up
When a new user signs up, product teams usually see the event in analytics.
But analytics only shows what happened, not why.
Teams might know:
• which marketing channel brought the user
• which page they came from
• which device they used
But they rarely know:
• what problem the user hoped to solve
• what feature caught their attention
• what success looks like for that person
Without understanding user expectations, it becomes difficult to design onboarding and product experiences that deliver value quickly.
Timing
The Best Time to Understand User Expectations
The moment someone signs up is one of the most valuable opportunities to learn about your users.
At that point, their motivation is still fresh.
They remember:
• the problem they want to solve
• what convinced them to try the product
• what they expect to happen next
Capturing feedback immediately after signup allows teams to understand the intent behind the action, not just the action itself.
This insight helps shape onboarding, messaging, and product priorities.
Key moments
Key Moments to Ask New Users About Their Expectations
User expectations are easiest to understand right after someone creates an account.
Common moments to capture feedback include:
Account signup
Users create an account after seeing a product or marketing page.
First login
New users enter the product for the first time.
Before onboarding begins
Users are about to start setup or configuration.
Early product exploration
Users begin exploring features to see how the product works.
Each of these moments reveals what the user hopes the product will help them accomplish.
How to capture it
Capture Expectations Before Users Form Opinions
Instead of waiting until users drop off or churn, teams can learn from users right when they sign up.
For example:
User signs up
→ Invite quick conversation
→ Ask what they hope the product will help them do
→ Analyze patterns across responses
Because the user has not yet formed a strong opinion about the product, these conversations reveal:
• motivations
• expectations
• intended use cases
Understanding these expectations helps teams design onboarding experiences that lead users toward value faster.
What teams learn
What Teams Learn From New User Conversations
When teams capture feedback from new users right after signup, several patterns often emerge.
• the core problem users want to solve
• which marketing messages attracted them
• which features users expect to use first
• misconceptions about what the product does
• differences between user segments and use cases
These insights help teams improve onboarding flows, messaging, and product positioning.
Questions to ask
Questions to Ask New Users After Signup
When speaking with new users after signup, focus on understanding their goals and motivations.
Examples include:
• What made you decide to sign up today?
• What problem are you hoping this product will help solve?
• What were you doing before trying this product?
• What would success look like for you?
• What feature are you most interested in trying first?
These questions reveal the expectations that shape how users evaluate the product.
How it works
Turn customer moments into insights. Capture feedback as the event happens.
These insights often become clear when teams talk to users at the moment these events occur, while the experience is still fresh.
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Research trigger
Use events from tools like PostHog, Mixpanel, Amplitude or GA.
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Quick voice conversation
The event invites the user to a short voice chat with an AI interviewer.
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Themes and insights
Interviews are transcribed, analyzed and summarized into themes.
Frequent questions
Frequently asked questions.
Why is it important to understand why users sign up?
Understanding why users sign up reveals the expectations they bring into the product. If onboarding does not match those expectations, users may quickly lose interest or abandon the product.
When should you ask users why they signed up?
The best time to ask is immediately after signup or during the first product session. At this moment, users clearly remember what motivated them to create an account.
What questions help uncover user motivations?
Questions should focus on the user’s goal or problem. For example: what problem they want to solve, what feature attracted them, or what success would look like for them.
How can signup feedback be collected automatically?
Products can trigger feedback invitations after a signup event. These invitations can ask users about their expectations and capture insights while their motivations are still fresh.
More moments
Other moments worth asking about.
Any product event can start a conversation. The research triggers page lists all ten.
Fix Onboarding Drop-Off
Talk to users when they abandon onboarding or setup. Find out exactly where people get confused and why they stop.
Learn What Users Were Trying to Do
Talk to users after key actions like searches, failed tasks, or abandoned flows. Understand the job they were trying to accomplish.
Improve Activation Rates
Interview new users who sign up but never get started. Learn what blocked them from taking the first meaningful step.
Turn Support Moments Into Insights
Talk to customers when they contact support. Understand the deeper product issues behind support requests.
Capture Feedback When Issues Happen
Talk to users when they hit an issue, error, or failed action. Understand what they were trying to do and where the experience breaks.
Understand Checkout or Purchase Abandonment
Talk to shoppers when they abandon checkout or a cart. Discover the friction that stops customers from completing a purchase.
Understand Why People Don’t Upgrade
Talk to users when a trial ends or a plan change happens. Learn what’s missing when customers decide not to upgrade.
Understand Why Users Stop Using a Feature
Talk to users when they stop using an important feature. Learn what they expected it to do and why it didn’t stick.
Ask at the moment it happens. Hear why while it’s fresh.
Free to start. Your first trigger takes a few minutes to set up.