Boris Klaydman
WorkAsana

Cut time to first value 45% with AI-first onboarding

A conversational onboarding flow where anyone describes what they want to achieve in natural language, and Asana generates the right project structure, automations and views to match. Built for new signups and existing teams.

Client
Asana
Role
Product and Experience Vision
Year
2025
45%faster time to first value
60%more project creation completions
2.8xengagement among returning users

The problem

Asana needed to modernize its first-touch experience to stay competitive in a market rapidly adopting AI. Monday.com’s Monday Magic was gaining attention for its generative setup flow, but Asana had an opportunity to go further: not just generating templates, but crafting fully customized, intelligent project setups from user intent.

The goal: help users articulate what they want to create in free form, and let Asana’s AI handle the complexity, generating tailored projects, views, automations, and guidance that evolve as teams grow.

The promise of the flow: build workflows at the speed of type. One prompt replaces the template gallery.

The approach

The flow opens with a single prompt: describe what you want to build. Pre-built prompts cover the common starts, from campaign management to bug tracking, and the system carries users from intent to a working project without a template gallery in between.

Asana Create reading a real request: a marketing team describes how campaigns actually run, in their own words

The model reasons through the request and scaffolds the project structure live, view by view

The generated campaign project: sections, custom fields, due dates and tracking views in place before the user touches anything

This onboarding was built for both new users and existing teams, integrating into Asana’s work graph and AI Studio infrastructure. The LLM-powered creation layer that came out of it is reusable, and now underpins multiple surfaces including Rules, Forms, and AI Studio.

Create with AI inside an existing project: changes requested conversationally, applied to the live workspace

The same creation layer powering an AI Studio automation: a creative brief rule assembled from plain language

First run: Asana AI introduces itself and starts personalizing from the first screen

Impact

Time to first value dropped 45 percent from signup to first actionable project. Project creation completion rose 60 percent against legacy onboarding. Returning users engaged with the AI setup flow at 2.8 times the previous rate.