I’ll speak with companies and they’ll be excited to say, “In Q2 we’re going to launch our onboarding.” It’s always a little something that I wince at, because it sounds like they’re treating it as the launch of a discrete feature you can walk away from. They’re not necessarily looking at it as an evolving element of product-market fit.

In the same way that you wouldn’t launch customer support and then be done with it, you want to have your user onboarding – especially if you’re not looking at it as the definition of some pixels that show up on a screen but rather the process of helping people become successful while adopting your product – to evolve as your market evolves and your product evolves and your customer base evolves. It’s something that ideally involves constant iteration and evolution.

– Sam Hulick, in “Sam Hulick on building better onboarding