Journey Map — SaaS Trial to Paid

title "Trial to paid — Trackwise work-management platform"
subtitle "B2B SaaS, 14-day self-serve trial, operations lead evaluating for a 40-person team"
note "Illustrative example: Trackwise is a fictional product; the persona, quotes and metrics are invented for demonstration."

persona "Dana Okafor"
  role: Operations lead, 40-person logistics firm
  goal: Replace three spreadsheets with one shared plan before Q3 planning
  needs: Value within a day | Import existing spreadsheets | Sign-off from finance
  frustrations: Tools that need a consultant to set up
  quote: "If my team won't use it in week one, they never will."

phase "Evaluate"
stage "Sign up"
  time: Day 0
  goal: Get into the product without a sales call
  actions: Starts a free trial from a review article | Answers four onboarding questions
  touchpoints: Review site, Sign-up form, Welcome email
  thoughts: "Good — no credit card needed."
  emotion: +1 Hopeful
  opportunity: Pre-build the first workspace from the onboarding answers
  owner: Growth
  metric: Visit-to-sign-up 4.1%

stage "First project"
  time: Day 0–1
  goal: See her real work in the tool
  actions: Imports a 600-row spreadsheet | Maps columns to fields
  touchpoints: CSV importer, In-app checklist
  thoughts: "Why did all my dates come in as text?"
  emotion: -1 Frustrated
  pain: Importer fails silently on UK date formats | Column mapping hides custom fields
  opportunity: Detect the date locale on import | Dry-run preview before importing
  owner: Core product
  metric: Import success 71% | Median time to first project 38 min

stage "Invite team"
  time: Day 2–4
  goal: Get the team using it, not just her
  actions: Invites 9 colleagues | Assigns their first tasks
  touchpoints: Invite email, Slack, Mobile app
  thoughts: "Three people haven't even opened the invite."
  emotion: -1 Anxious
  pain: Invite emails land in spam for 2 of 9 | No way to resend invites in bulk
  opportunity: Shareable join link | Bulk resend with a reminder
  owner: Collaboration squad
  metric: Invites accepted within 72 h 58%

phase "Adopt"
stage "Integrate"
  time: Day 5–9
  goal: Stop entering the same work twice
  actions: Connects Slack and Google Calendar | Builds a weekly status view
  touchpoints: Integrations page, Help centre, Slack
  thoughts: "Now this actually saves me Monday mornings."
  emotion: +2 Delighted
  opportunity: Suggest the status-view template on day 5
  owner: Platform
  metric: Trials with at least one integration 44%

stage "Trial ends"
  time: Day 12–14
  goal: Make the case to finance
  actions: Exports a usage summary | Requests budget approval
  touchpoints: Billing page, Email, Finance approval
  thoughts: "Finance will ask why the per-seat price jumps at 50 users."
  emotion: -2 Exasperated
  pain: Pricing tiers unclear for 40–60 seats | No quote or invoice before payment | Trial ends on a Saturday with no grace period
  opportunity: Downloadable quote and ROI summary | 7-day grace period on request
  owner: Monetisation
  metric: Trial-to-paid conversion 17%

stage "Upgrade"
  time: Day 15
  goal: Keep the team's work without a gap
  actions: Pays by invoice | Adds 31 more seats
  touchpoints: Billing page, Account manager
  thoughts: "Fine — but that was harder than the product."
  emotion: +1 Relieved
  opportunity: Account-manager hand-off for teams over 25 seats
  owner: Sales
  metric: Seat expansion in first 30 days +78%