Case Studies
Work we have done
01 · Crypto wallet, B2C
Building a lifecycle system from scratch for a well-known Solana trading wallet
A well-known crypto wallet for Solana traders had no lifecycle system in place. Users were downloading the app, and beyond an initial onboarding email, there was no communication based on what they actually did inside the product.
What we did
Tool selection
We evaluated the stack and recommended Customer.io for email, OneSignal for in-app messages and push notifications, and PostHog for product analytics. The combination covered all communication channels while keeping data centralized for segmentation.
User states
We defined the user states that reflected the crypto trading journey: new user, KYC completed, first trade executed, active trader, at-risk, churned. Each state had clear behavioral criteria based on product events.
Event schema
We listed and documented every event to track across the product: account creation, KYC steps, deposit events, trade events, withdrawal events, session activity. The spec went to engineering for implementation.
Segments
We created segments in Customer.io, OneSignal and PostHog based on the user states and event data, so every communication could be targeted to the right behavioral group.
Workflows
We built workflows in Customer.io and OneSignal for each user state: onboarding sequences for new users, activation flows for users who hadn't executed their first trade, retention campaigns for active traders, and reactivation flows for users showing signs of disengagement.
Dashboards
We built PostHog dashboards to track user state distribution, funnel performance, workflow conversion and retention curves. The team had real visibility into user behavior for the first time.
Outcome
The company went from no lifecycle infrastructure to a fully operational system covering all communication channels, connected to real product data, with dashboards for ongoing monitoring. The foundation was in place to iterate and improve from real behavioral data.
02 · B2B SaaS, HubSpot + Intercom
Lifecycle implementation for a B2B SaaS with HubSpot and Intercom
A B2B SaaS company needed to build out their lifecycle marketing infrastructure. The team had HubSpot for CRM and sales, but no systematic approach to communicating with users based on their behavior in the product.
What we did
Stack definition
We defined the roles of each tool: HubSpot for the sales pipeline and marketing automation for leads and MQLs, Intercom for in-product communication based on user behavior, with both tools synced so the sales team had visibility into product engagement.
User states and segmentation
We defined the B2B lifecycle stages: trial user, activated (completed key setup steps), paying customer, expansion candidate, at-risk of churning. Each stage mapped to specific behavioral signals.
Workflows
We built onboarding sequences in Intercom triggered by product actions, not time intervals. Activation flows for users who hadn't reached the setup milestone. Expansion campaigns for customers showing high engagement signals. Churn prevention for accounts with dropping activity.
HubSpot integration
We set up the sync between product behavior and HubSpot so the sales team could see which accounts were most engaged and prioritize outreach accordingly.
Outcome
The company moved from generic time-based emails to a behavioral lifecycle system that differentiated communication by user stage. Sales had product engagement data in HubSpot. The lifecycle was running on real signals for the first time.