Introduction

83 % of growth teams who create a Heatseeker trial account never launch their first experiment.ⁱ For a product that promises “real-market evidence in minutes,” that drop-off was mission-critical.

Design brief

How might we help a first-time user sign in, glide through onboarding, and launch their very first experiment in under 90 seconds? Scope → Sign-in · Onboarding · Dashboard · “Start Experiment” flow

Context

Heatseeker’s secret sauce is a blend of stealth ads (to gather live demand data) and synthetic personas (to predict scale). Powerful, but also intimidating for new users who just want a “quick A/B test.”

Persona

Our core persona for this project is, let’s call them “Launch-Hungry Sara” is a solo growth PM:

• Proficient in English UX patterns

• Very comfortable with SaaS dashboards

• Ultra-impatient: bounce if value isn’t obvious in < 2 minutes

The legacy experience required Sara to :

• Sign in (SSO or email & password only)

• Choose the thing she is testing, Audience & Goal

• Generate & Review Experiment

• Set the Budget

• Simulate / Launch

Design Exploration

Option 1 (Safe Option)

Goal:

Just Clean It Up User Problem: “I’m confused. Where do I look? There’s too much info and no clear start.”

User Journey:

Lands on dashboard, sees messy info.

Can’t find what matters, too many elements shouting at once.

Doesn’t know what to do next → bounces.

Essential (Safe Option)

Option 2 (Stretch Option)

Goal:

Make it Goal-Focused User Problem: “I don’t know what my goal is. Am I testing the right things?”

User Journey:

Lands on dashboard, sees lots of data.

Feels disconnected from why they’re running experiments.

Unsure which metric matters most for their growth.

Goal-Centric (Stretch Option)

Option 3 (Wild Option)

Goal:

AI Growth Copilot Mode. User Problem: “I don’t know what to test next. I just want results fast.”

User Journey:

Logs in.

Sees a list of experiments and a graph, no context.

Thinks: “What should I do now?”

Leaves or starts a random test without much strategy.

AI-Powered Assistant (Wild Option)

Verdict

The Wild option not only meets but comfortably outperforms the client’s

“< 90 sec to launch” requirement, with every tester completing in under 1 min 30 sec and strong confidence scores to match.

Dashboard For New Users

Dashboard For New Users

Dashboard For Power Users

Dashboard For Power Users

Create Experiment Flow (Using AI & Manually)

Create Experiment Flow (Using AI & Manually)

Created with AI Results

Created with AI Results

Simulating Experiment

Simulating Experiment

Client Testimonial