“We started thinking about what is the most optimal time for people to be introduced to Greg. We solve the problem of: if you have a plant and you don't know how to keep it alive. So the most natural moment would be when you get a new plant — that's the moment you're like 'oh crap, how do I keep this alive?'”

Onboard at the moment of pain — unboxing a new plant

Greg ships a QR-code card inside every plant a partner retailer mails out — onboarding the user at the exact unboxing moment they feel the problem. Acquisition channel and onboarding moment are the same design decision; map the highest-intent moment and place the install prompt there.