I fix the part where
new users give up.
I'm Bal Sieber. Twenty years across marketing and product, working with teams at Microsoft, Google, Intel, and many more. Today I run OnboardingLoop.
Titles changed. The two disciplines never did.
I spent the first half of my career in marketing as a creative director, and the second half in product, moving from UX strategy through to product management.
Across twenty years and dozens of SaaS products I kept running into the same thing. Good product, bad first impression, users who never reached the part that would have kept them. Nobody owned that gap, so it stayed broken.
OnboardingLoop is what I built to close it. Not another layer of tooltips over a confusing product, but the first run designed properly, so people reach the point where paying makes sense.
Bal has been featured in:
Rebuilding Heatmap from scratch.
No onboarding, and a full week before a new user saw value. It was and still is the hardest activation problem I have ever worked on.
Heatmap’s own figures, used with permission.
After
Before1. We tried Appcues, and nothing moved.
Tooltips and a checklist laid over a product that had nothing to show yet. A tour cannot explain something whose value arrives next week.
2. The empty dashboard was the real problem.
So I rebuilt the first run with the onboarding inside the product, and made it worth opening on day two, before the real data landed.
3. We built an immediate activation moment.
We built a feature that scans a new user's website and provides AI insights and immediate value.
The twenty years behind it.
Half in marketing, half in product. Onboarding turns out to be the one job that needs both.
Focus: User-onboarding
- 2026
Founded OnboardingLoop
Packaged twenty years of marketing and product into a system other teams can buy and run.
Focus: Product
- 2024
Hired to rebuild Heatmap
Brought in to redesign the entire product experience, from head-to-toe.
- 2018
Director of Product, Enterprise SaaS
Four years leading teams on software complex enough that thousands of people had to be taught how to use it.
Focus: Marketing
- 2014
Director of Digital Creative
Leading marketing campaigns at a 600-person agency, and a 200-person creative department, with Starbucks and Pepsi on the roster.
- 2007
Creative Director
Cut my teeth at the tip of the spear, building websites and marketing campaigns for Google, Microsoft, Intel, BMW and Disney.
The craft underneath the system.
Product design, creative direction and campaign work for brands you already know.
More of it on Dribbble.
See what changed for products like yours.
Founders who ran the Activation Sprint on their product.
Corebee“The working build did what a document couldn’t. I watched my own setup flow work in my product, in code.”
Jonathan Barr, Founder, Corebee
View case study
“For the first time, I can see our platform talking to a new user, step after step, instead of leaving them to figure it out.”
Abhi Yadav, CEO, iCustomer
View case study
People I built things with.
They said it better than I could.
"Bal turns complex workflows into onboarding that feels effortless."
Cory Leger, Director of CRO, Heatmap
From 8.2% to 4.9% churn • 250% growth
Created from two decades of work across teams at
Your signups are waiting.
The Activation Sprint rebuilds everything that happens after they arrive.
See where you’re losing signups.