Name: Lia Golledge Company: MagicBlocks Function: Growth
Date: September 2024 – May 2026

TL;DR

When Lia joined MagicBlocks, there was no formal onboarding system — customers activated their accounts and largely figured out a sophisticated, production-grade lead conversion engine on their own. Lia designed and built a complete self-serve onboarding experience from the ground up: an AI guide, a structured Help Center, Supademo interactive product walkthroughs, YouTube video tutorials, and a support ticketing pipeline connected to HubSpot. The result is a scalable, always-on onboarding engine that gives every new customer a consistent, professional first experience — without the team needing to be in the room.

Key Outcomes

• Built a complete onboarding system from zero
• Customers now have 24/7 access to self-serve guidance across multiple formats (AI guide, Help Center, video walkthroughs, YouTube tutorials)
• Support tickets from Product Fruits now route directly into HubSpot, creating a tracked, accountable support workflow for the first time
• Reduced dependency on 1:1 onboarding calls for foundational product questions
• Created a reusable content library that serves new customers, partners, and internal team onboarding

The Design Thinking Journey

1. Empathise — Understanding the Problem

MagicBlocks is not a simple product. It's a production-grade lead conversion engine with CRM integrations, AI agent configuration, compliance layers, and multi-channel journey logic. When a new customer signed up, they were handed something powerful — and largely left to navigate it alone.

The problem wasn't the product. The problem was the gap between what customers were given access to and what they needed to know to use it well. Without a structured onboarding experience, customers were likely to:

• Underuse the features that drive the results they paid for
• Flood the team with support requests for foundational questions
• Disengage during the critical first weeks before the product had a chance to prove its value
• Form an early impression that the product was harder than it needed to be