Mailchimp - Onboarding Flow

Top findings

1. 1Email verification (OTP) forces the user to leave the app entirely to a separate inbox tab, creating a hard P-Gap interruption mid-signup that is a primary abandonment point before the user has seen any product value.
2. 2The mandatory business address form (street, city, state, zip, country) appears as step 3 inside the post-signup setup wizard — this is legal compliance data that most competitors defer to a settings page, and it adds 60–90 seconds of purely administrative friction with zero activation value.
3. 3The user reaches the dashboard at screen 23 with a '1/5 complete' progress bar and an empty home screen loading state, meaning TTFV is never actually achieved during the observed flow — the user lands in an empty state with no email sent, no template previewed, and a payment urgency banner ('13 days left') as the dominant visual.

Full teardown