The challenge

Oura’s onboarding feedback was spread across live chat, implementation calls, support tickets, and customer success notes. Each team could see part of the experience, but no one had a complete view of where new customers were getting stuck.

The product team knew onboarding friction was affecting activation, yet it was difficult to separate isolated complaints from repeated workflow problems. Setup guidance, permissions, and handoffs were discussed often, but the evidence remained scattered.

How Oura used Fawna

Oura brought its onboarding conversations into Fawna and grouped recurring issues by product area, customer segment, urgency, and source.

The shared workflow focused on three questions:

• Which onboarding problems appear across multiple channels?
• Where do customers need more guidance rather than a product change?
• Which issues create the most work for implementation and success teams?

“We can now prioritize improvements without debating whose anecdote matters most.”

What changed

Product and customer success began reviewing the same evidence before onboarding retrospectives. Every theme remained connected to the original customer conversation, making it easier to understand context and avoid overreacting to a single account.

The team prioritized improvements to setup guidance, permissions, and workflow visibility, while customer-facing teams gained a clearer way to explain why those changes mattered.

What Oura achieved

• Onboarding friction visible across support, chat, calls, and success notes.
• Product and success teams aligned around the same customer evidence.
• Setup and permissions improvements prioritized with stronger confidence.
• Less time spent manually compiling onboarding summaries.
• Clearer distinction between product gaps and education gaps.

Fawna turned Oura’s scattered onboarding feedback into a focused improvement loop that connected customer experience directly to product action.