I had a call last Tuesday with a founder who wanted help “improving activation.”
Their SaaS launched eight months ago. Activation: 23%. Support tickets: 180/week. Team of six.
I asked to see the roadmap.
| Roadmap Items | Count |
|---|---|
| New features | 12 |
| “UX improvements” (no details, pushed to Q3) | 2 |
| Total | 14 |
“Which feature causes the most support tickets?”
“Oh, onboarding. Users get confused at workspace setup. We’ll redesign it after we ship the new dashboard.”
Dashboard = roadmap item #3. Onboarding fixes = item #13.
I ended the call early. Saved us both time.
This is the reality of mvp ux design in most companies: shipping broken flows, adding features to hide them, calling it “iteration.”
The MVP Playbook Everyone Memorized
Product Twitter, Y Combinator, every startup blog: build fast, ship minimal, test, iterate.
Here’s what actually happens after teams launch their mvp ux design:
Month 1: “Users don’t understand onboarding. Add tooltips.”
Month 2: “Activation low. Build a dashboard.”
Month 3: “People aren’t discovering features. Add product tour.”
Month 4: “Retention dropped. Build email notifications.”
Month 6: “Dashboard confusing. Redesign navigation.”
Month 8: “We have 47 features but activation is still 23%. What’s wrong with our users?”
Nothing’s wrong with your users. You spent eight months building furniture to hide the broken door instead of fixing the door.
This pattern repeats across every ux design mvp project I see: teams confuse “shipping fast” with “never fixing what breaks.”
What Nobody Tells You About MVP Iteration
When you’re doing mvp in ux design, iteration isn’t feature expansion. It’s UX debt repair.
B2B SaaS platform. 200 beta users at launch. Solid product, real problem solved, good engineering.
Six months later: 1,200 signups, 340 activated (28%), support team drowning.
Their roadmap? Nine new features in development. Zero UX fixes planned.
I spent 90 minutes in their product. Found the problem in 15.
New users landed on: “Create workspace or join existing workspace.”
68% clicked “Join existing” because they thought “workspace” meant their company. Typed company name. Got error. Tried again. Got frustrated. Emailed support.
Support explained this exact flow 40+ times per week. For six months. While the team built dashboard improvements.
The fix (two days):
- Changed “workspace” to “team name”
- Added: “This is just for you and your direct collaborators”
- Made “create new” the obvious default
Results (three weeks):
- Activation: 28% → 43%
- Support tickets about onboarding: -60%
That’s what real ux design mvp work looks like. Not accumulation. Repair.
Most teams doing mvp ux design think “minimal” means “we’ll fix it later.” Then “later” becomes never because the roadmap fills with features.
The Three Lies Teams Tell Themselves
Lie #1: “We’ll Fix the UX After We Validate the Product”
You shipped. Got users. Some converted. You validated the problem exists.
Now you think validation means “keep building until users stick around.”
Adding dark mode doesn’t fix users who can’t find settings. Keyboard shortcuts don’t fix empty states that look broken.
If your pitch deck promises “intuitive interface” but users need a manual for signup, someone’s lying.
Lie #2: “Users Just Need Better Onboarding”
Translation: “Our product is fine, users just don’t understand it yet.”
Founders whose activation rate is stuck below 35% say this constantly. I hear it on every mvp ux design consultation.
What actually happens:
Your onboarding tries to explain every feature because the features aren’t self-explanatory. Product tours. Welcome screens. Tooltips on tooltips. Progress bars: “2 of 9 steps completed.”
Users still bounce.
Because completing your core workflow requires 12 clicks, three mental models, and understanding what “workspace,” “project,” and “collection” mean in your specific product context.
Good UX doesn’t need explaining. It works. This is the core principle of mvp in ux design that most teams miss.
If you’re building onboarding to teach users how to use your product, fix the product itself.
Lie #3: “We Need More Features to Compete”
Competitor has 47 features. You have 12. You’re losing deals.
So you build features. Now you have 28.
Still losing.
Why? Your 12 features were half-broken. Your 28 features are quarter-broken. Same UX attention spread across more surface area.
Startup competing against incumbent with 5x the features. Kept losing enterprise deals. Founder convinced the problem was feature parity.
We audited their product. Their core workflow—the one thing they did better than the incumbent—was hidden behind four navigation layers and a settings toggle.
86% of trial users never found it.
We moved it to main dashboard. Made it default view. Removed the toggle.
Trial-to-paid: 8% → 19% in six weeks. Zero new features. Just making the good feature findable.
Your competitor isn’t winning because they have more features. They’re winning because users can find the features they do have.
The Questions Nobody Asks Before Adding Features
Before your next feature makes it onto the roadmap, answer these. Most teams doing ux design mvp work skip straight to building. That’s how you end up with 47 features and 23% activation.
What Are We Explaining Manually Every Day?
Open support tickets. Find the most frequent question.
That’s not a support problem. That’s a UX problem.
Fintech product: 34% of support tickets were “How do I see my transaction history?”
Transaction history existed. In navigation. Under “Reports.” In submenu. Third item down.
Users expected it under “Accounts” or “Dashboard.” Nobody thinks transaction history = reports.
We moved it. Support tickets dropped 71% in two weeks.
Feature worked fine. Users couldn’t find it because information architecture was built for the team, not the users.
What Do 80% of Users Never Discover?
Open analytics. Look at feature usage by percentage of active users.
There’s always one feature that seemed critical during planning but gets used by 11% of users. I see this in every mvp in ux design audit I run.
Three options:
- Move it where people will see it (if valuable)
- Kill it (if nobody needs it)
- Build a product tour (congratulations, you chose wrong)
Product tours are where good UX goes to die. If users need a guided tour to discover your feature, you have an information architecture problem, not an education problem.
What Are We Building to Avoid Fixing?
Look at your roadmap. Count:
- New features: ___
- Improvements to existing flows: ___
- UX debt fixes: ___
If the ratio is 11:2:1, you’re not iterating. You’re procrastinating with extra steps.
New features are exciting. Fixing broken onboarding is not. Cleaning up settings that became junk drawers is not.
But one drives retention. Guess which one you’re prioritizing.
The Anti-Roadmap: What to Actually Fix
Here’s what most MVPs need after launch (instead of 12 new features). This is the unglamorous work that actually moves activation rates in mvp ux design. The stuff teams avoid because it doesn’t look impressive in investor updates.
Fix the Three Flows Support Explains Daily
Open support tickets. Filter by frequency. Top three questions aren’t support problems. They’re UX failures.
Step 1: Document exactly what confuses users. Direct quotes from tickets.
Step 2: Fix the obvious thing:
- Label that means something to your team, nothing to users
- Required field not marked required
- Multi-step process that should be one step
- Setting buried three menus deep that users need day one
Step 3: Measure. Support tickets about that flow. Completion rate. Time to complete.
SaaS company: 47 weekly support tickets about “Why can’t I invite my team?”
The button existed. It said “Manage collaborators.”
Nobody calls their team “collaborators.” Changed to “Invite team members.” Support tickets: 47/week → 3/week.
Two words. 90% reduction. Zero new features.
Kill or Move the Feature Nobody Uses
Check analytics. If 85% of active users never touched a feature:
Option 1: Move it. Maybe it’s useful but hidden. Put it somewhere visible. Measure if usage changes.
Option 2: Kill it. Maybe nobody needs it. Remove it. See if anyone complains. (They won’t.)
Keeping unused features “just in case” is how you end up with navigation showing 23 items and users who can’t find anything.
Every feature you keep is UX debt compounding. Every menu item is cognitive load.
If 85% don’t need it, why are 100% navigating around it?
Fix Empty States That Look Like Bugs
New user logs in. Sees blank dashboard. Thinks “Is this broken?” Leaves.
Every empty state needs:
- Context: What will appear here once they use the product
- Visual anchor: Show what success looks like
- One clear action: The exact next step
Empty states are first impressions. Stop treating them like afterthoughts.
Project management tool: 40% of users signed up, saw empty dashboard, never returned.
Their empty state: “No projects yet” + gray box.
We changed it to:
- “Your projects will appear here” (context)
- Screenshot showing what a project looks like (visual anchor)
- “Create your first project” button front and center (action)
Activation from signup to first project: 34% → 61% in three weeks.
Same product. Just stopped looking broken.
Make Error Messages Say Something Useful
“Something went wrong.”
Helpful. Really narrows it down.
Error messages are where trust dies. Every error needs:
- What went wrong (not “error 500”)
- Why (if you know)
- What they can do (if anything)
Bad: “Unable to process request”
Better: “Your file is too large. Maximum size is 10MB.”
Best: “Your file is 14MB. Maximum size is 10MB. Try compressing it or splitting into multiple files.”
E-commerce platform had error: “Payment failed” with no context.
Users didn’t know if card was declined, address was wrong, system had a bug, or whether to retry.
40% of failed payments never retried. Users just left.
We rewrote every payment error to be specific:
- “Card declined by your bank. Try a different card or contact your bank.”
- “Billing address doesn’t match your card. Check the address and try again.”
- “Payment processing timed out. Try again in a few minutes.”
Payment retry rate: 60% → 84%. Same payment system. Just told users what was actually wrong.
Why Teams Choose Building Over Fixing
Investor pressure makes you build. User pain makes you fix.
Most teams prioritize the wrong one because building feels like momentum. Fixing feels like admitting you shipped something broken.
But you did ship something broken. That’s what MVP means. Minimum Viable Product—viable, not polished.
The question isn’t whether your MVP has UX problems. It’s whether you’re honest enough to fix them before piling more features on top.
I stopped taking projects where founders want to “add value through new features” while activation rate is stuck at 28% because onboarding is confusing.
Not because I’m picky. Because it never works. You can’t build your way out of broken foundations.
What Good MVP Iteration Actually Looks Like
Series A SaaS company. Product live 14 months. 3,200 signups. Activation: 31%. 60-day retention: 19%.
Founder wanted to redesign the dashboard to “show more value upfront.”
I asked: “What’s the most common reason users contact support in their first week?”
He didn’t know.
We pulled the data. 140 support tickets in 30 days. 52 (37%) were: “I set up my account but nothing is showing in my dashboard.”
The product required users to connect a third-party integration before any data appeared. Integration setup was in Settings → Connections → “Integrations & API.”
New users created accounts, landed on empty dashboard, couldn’t figure out why nothing worked.
This is typical mvp in ux design: ship fast, hide critical setup steps in settings, wonder why activation stays low.
The fix:
Day 1: Moved integration setup to onboarding (step 2 of 4)
Day 2: Added empty state: “Connect [integration] to see your data here”
Day 3: Measured
Results after 4 weeks:
| Metric | Before | After |
|---|---|---|
| Activation | 31% | 54% |
| Support tickets (“nothing showing”) | 52/month | 6/month |
| 60-day retention | 19% | 31% |
No dashboard redesign. No new features. Just made the obvious first step obvious.
That’s iteration. The un-sexy kind. The kind that works in real ux design mvp projects.
The 48-Hour MVP Audit (Do This Today)
Stop reading. Open your product. Here’s the mvp ux design audit every team should run but almost none do.
Hour 1: Find Your Biggest UX Problem
- Open support tickets from last 30 days
- Find most frequent question (not bug report—question about how to use the product)
- That’s your problem
No support tickets? Open analytics. Find the onboarding step where 40%+ drop off. That’s your problem.
Hour 2: Count the Clicks
- From login to completing that flow
- Count every click, form field, decision point
- If it’s more than 3 clicks, that’s why users are confused
This is the core issue in most ux design mvp work: teams don’t count the actual friction they’re creating.
Hours 3-4: Fix the Obvious Thing
Usually one of these:
- Label that makes sense to your team, not users
- Required step that isn’t explained
- Feature hidden in navigation users don’t explore
- Error message that says nothing useful
Hours 5-6: Ship It
Not next sprint. Not after design review. This week. Real mvp in ux design means shipping fixes, not talking about them.
Hours 7-8: Measure
Pull the same metrics from Hour 1:
- Support tickets about that flow
- Completion rate
- Drop-off rate
Nothing improved? You fixed the wrong thing. Try again.
The Reality Check
Your MVP doesn’t need dark mode. It needs users who can complete signup without Googling “how to use [your product].”
Your MVP doesn’t need AI features. It needs labels that make sense to people who don’t work at your company.
Your MVP doesn’t need gamification. It needs settings that aren’t junk drawers of random toggles.
Adding features to fix retention is like adding rooms to a house with no door. Build the door first.
Most founders know this. They just don’t want to admit they’ve spent eight months avoiding obvious fixes because “improving onboarding” doesn’t look impressive in investor updates.
“Shipped 12 new features” looks like progress.
“Fixed the three flows causing 60% of support tickets” sounds like maintenance.
But one drives growth. The other drives churn while looking busy.
What I Changed
I used to take every mvp ux design project. Founder excited. Roadmap full of features. Timeline aggressive but doable.
Check back six months later: MVP shipped. Users signed up. Most bounced. Founder now searching for someone to “improve the UX” while simultaneously planning v2 with 15 new features.
The UX problems from month 1 still unsolved. Just hidden behind more features.
I stopped taking those projects. Not because they’re bad business. Because they never fix the real problem.
Now I only work with teams who understand: MVP iteration means repair before expansion. Fix before build. Clarity before features.
When you approach mvp in ux design this way, products actually work. Users don’t need training. Support tickets drop. Activation rates climb.
It’s less exciting than “we’re shipping a major dashboard redesign.”
It pays the same. But the products actually work. And users don’t need a PhD to understand what “workspace” means.
The Bottom Line
You shipped your MVP eight months ago. Added 14 features since.
Activation rate still 28%. Support team still explains the same three flows daily. Users still can’t find the feature you’re most proud of.
This isn’t a feature problem. It’s a UX debt problem.
Stop adding. Start fixing.
Most teams approach mvp ux design backwards: they think shipping minimal means never improving what’s broken. They think mvp in ux design means “good enough” is permanent.
It’s not. Minimal means you shipped the core. Now you fix the core before expanding.
MVP iteration isn’t accumulation. It’s surgery.
Cut what’s broken. Fix what’s left. Then—maybe—add something new.
Or keep building on broken foundations and wonder why your activation rate won’t budge.
Your call.