User Flows: Every Moment Matters

Ever used a product that just made sense? No second-guessing, no unnecessary clicks, or taps—it just worked. That’s no accident. A frictionless user flow guides people seamlessly from problem to solution, removing the frustration and hesitations. While UX and engineering handle the build, product marketing can play a critical role in ensuring users actually get the experience designed for them. It doesn't all have to be the burden of the product team.

Friction is the Enemy of Retention

Ok, picture this ... Have you ever started signing up for a product and abandoned it halfway through? I've been there too. Maybe the password requirements were ridiculous, or there was an email verification before you could explore the product. That’s unnecessary friction—one of the biggest culprits behind churn and low adoption rates. Frustrating right?

But what does frictionless feel like?

Ok, but all jokes aside IMHO a frictionless user flow could do all of these things:

? Guide the users naturally from one step to the next

? Minimize cognitive load (fewer unnecessary decisions)

? Speed up time-to-value (get to the “aha” moment fast)

? Reduce frustration, increasing activation and retention

& Potentially so many other outcomes...

Don't just trust me, look at the research.

?? 74% of consumers will switch brands if the purchasing process is too difficult. (Salesforce Research)

? For every $1 invested in UX, companies see a return of $100. (Forrester Research)

? A 0.1-second improvement in site speed can increase conversion rates by 8%. (Google Research)

So how can we make an impact here and remove the friction?

PMMs: The Bridge Between Product, UX, and Users

Product Marketers aren’t just storytellers—we can help architects the experience. Every feature, page, and interaction tells a story. The question is: does the story flow?

Here are some ideas on how to help keep the user flows frictionless:

Clarify the problem before the solution. Users shouldn’t have to consider their next step; the product should guide them there. PMMs help craft narratives that make this flow intuitive.

We help bring the customer’s voice to UX decisions. We are closest to customer feedback, sales calls, and market research. This means we can identify where users struggle and advocate for changes that reduce friction.

Align messaging with the flow. Have you ever felt confused by the jargon in a product that doesn’t match what marketing promises? Inconsistent language creates friction. Ensure that product messaging aligns with user expectations.

Ensure smooth handoffs. Whether it’s onboarding sequences, upgrade paths, or renewal processes, we help map the journey so users never feel like they are starting from scratch.

Keeping PMMs Engaged with the Product Team

Too often, PMMs are brought in after the UX and Product teams have made their decisions. Instead, we need to be embedded in the process from the start. Here’s how:

Join Sprint Reviews & UX Research Sessions – Look at what’s being built and provide input before decisions are locked in.

Use Data to Tell a Story – Bring user insights to the product team. Are users dropping off at onboarding? Is a feature getting ignored? Show the data.

Co-Create the Flow – Work with UX to map the desired user journey before engineering starts coding. This ensures marketing, product, and design are aligned on the why.

Test & Iterate – An excellent user flow is never “done.” PMMs should stay engaged post-launch, gathering insights and refining messaging based on how users interact with the product.

So.... What Have We Learned?

User adoption doesn’t happen just because a feature exists—it happens because the experience makes sense. A seamless, intuitive flow isn’t a happy accident; it results from deliberate collaboration between Product, UX, and Product Marketing.

When we get it right, we see:

?? Higher conversion rates

?? Increased user retention

??? Fewer support tickets (because everything just works)

This month, I'm breaking down what makes user flows click—and how Product Marketers can shape the experience to drive real impact. Let’s go!