I led the adoption strategy for a B2B SaaS fulfillment workflow where customers understood the feature’s value but consistently dropped off before activation. Rather than treating low adoption as a messaging problem, I mapped the behavioral funnel and identified the real issue: the product was asking for action at the wrong moment.

I repositioned the experience around the customer outcome, improved feature discovery and timing, and reduced friction through progressive profiling and pre-filled information. The resulting behavior loop helped increase feature adoption by 42%, repeat purchase rate by 8 points, generate $4.5M in marketplace GMV impact, and reduce delivery exceptions by 30%.