Asana AI Onboarding

A conversational, AI-driven onboarding experience that helps teams go from intent to execution — faster than ever. Built to rival Monday Magic and redefine how new users start in Asana, this AI-first flow allows anyone to describe what they want to achieve in natural language, and Asana intelligently creates the right project structure, automations, and views to match.

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Solution

Asana

Customer(s)

Asana

Deliverables

Onboarding AI flow and portal

Introduction

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 — by 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.

This new onboarding system was built for both new users (NUX) and existing teams, integrating seamlessly into Asana’s existing work graph and AI Studio infrastructure.

Impact

↓ 45 % time to first value (TTFV) — from signup to first actionable project
↑ 60 % increase in project creation completion vs. legacy onboarding
↑ 2.8× engagement with AI setup flow among returning users
Expanded Asana’s AI platform footprint with a reusable LLM-powered creation layer now embedded in multiple surfaces (Rules, Forms, and AI Studio)

Project gallery

Product Story — Intent to Action

The onboarding was designed around a single principle:

“The best way to learn Asana is to start with what you want to do.”

1. Describe your intent
Users begin by typing freely — e.g. “Our marketing team runs multiple campaigns at once…” or “We’re launching a new product and need to track milestones.”
Asana’s AI parses this input to understand team type, goals, and structure.

2. AI reasoning and scaffolding
Behind the scenes, Asana AI scaffolds the project with relevant sections, fields, automations, and suggested views — reasoning through the prompt in real time.

3. Review and refine
Before confirming, users preview their generated project: tasks, dependencies, and team assignments — with contextual explanations (“I’ve created a campaign management project for you with timelines, goals, and clear accountability”).

4. Create and personalize
Once confirmed, the full Asana workspace loads with AI-generated structure. Returning users can further refine through “Ask to make changes” interactions — allowing Asana AI to iteratively adapt based on feedback.

Key design elements:

Natural language understanding to extract role, team type, and goals
Real-time generation preview to build trust before creation
AI explanation layer to make the system’s reasoning transparent
Progressive disclosure — from minimal first step to fully realized setup

Reflection

This project signaled a major shift for Asana — from tool to collaborative AI partner.

By allowing users to describe goals in their own words, we eliminated friction and created an experience that feels more like a conversation than configuration.
The result wasn’t just a faster onboarding, but a new foundation for how users interact with Asana AI — through natural language, adaptive guidance, and contextual learning.

Impact: This experience now powers onboarding for over 50% of new Asana AI users and set the design foundation for future “Create with AI” and “Draft with AI” features within Asana’s product ecosystem.

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