‍Most SaaS teams know the onboarding problem well: you ship a new feature, update a UI, or launch a beta program - and your users either don't notice, don't understand it, or you're scrambling to notify them manually through emails and forms. The bigger your user base, the more that friction compounds.

Mystore - Norway's largest e-commerce company, serving roughly 1,200 online stores and 600 point-of-sale locations - was no different. At the scale they operate, communicating with users consistently, in real time, without pulling developers into every change, was a genuine challenge.

This article walks through how Trond-Daniel Kastnes Kvalvik, Mystore's Product Manager, and his team solved it with self-service onboarding. The examples are real, the flows are live in production, and the results are measurable - you can see it all in our recent webinar recording.

Self-Service Onboarding Starts with Cutting Out the Dev Queue

Results at a glance

• First PoC live in under 1 hour,
• 10 to 15 min to build the enrollment flow,
• 55%+ AI conversation resolution,
• Complex scenarios in a single flow,
• Zero developer time

When Trond-Daniel first started looking for a digital adoption solution for self-service onboarding, his requirements were clear: the product team needed to be able to create, update, and publish onboarding experiences without going through the development queue every time.

"When you have developers needing to build an onboarding or a checklist, it takes a lot of time - you have to develop, deploy, and go through that entire process," he explained. "We needed something that our product manager and employees could easily adjust and add on to without having to go through the development department."

That need is almost universal in SaaS. Product Fruits was set up as a proof of concept in under an hour at Mystore - compared to the days it took to get started with a competitor they'd tried. That fast time-to-value was the entry point. But the more interesting story is what came after.

From Tours to Flows: Why Mystore was Among First to Switch its SaaS onboarding

Mystore started as most Product Fruits customers do: with Tours - the guided, card-by-card SaaS onboarding walkthroughs that introduce users to a feature or walk them through a new UI. Tours are fast to build, effective, and don't require any code.

Over time, Mystore started pushing on the limits of what Tours could do. "Tours are more like static cards - you just follow one road," Trond-Daniel said. "But with Flows you have a lot more options."

Flows are Product Fruits' next-generation guidance format. They're not just a sequence of cards - they're a visual canvas where you can build branching logic, read and write user properties, trigger actions like Slack notifications, and stitch together experiences that respond to who a user actually is and what they've done in your product.

The learning curve is real. Trond-Daniel was candid: "At first, it actually felt a bit harder. But then after just a little while, it clicked and we saw all the possibilities." His advice to others: start small (even a two-card flow is a valid flow), use the built-in preview tools, and don't try to replicate a Tour inside a Flow - you'll miss what makes Flows genuinely different.

See how Mystore carried out the onboarding automation in a webinar recording or book a demo to learn more about what Product Fruits can do for your SaaS onboarding..

Use Case 1: Self-Service New Feature Enrollment - Built in 15 Minutes

One of Mystore's most impressive flows replaces what used to be a manual, form-based process: enrolling customers in early access programs.

Previously, users had to submit a HubSpot form, someone had to collect their emails, manually add them to a segment, and then manage who was in or out of the beta cohort. It worked, but it was slow and required constant human input.

‍The new flow handles all of this automatically. Here's how it works:

1. The flow checks whether a user has the pilot_customer property set to true
2. If yes - they're already in the early access program. They see a confirmation card and an option to opt out. Opting out sets the property back to false and removes them from the segment.
3. If no - they're shown an opt-in card. Clicking to join sets the property to true and adds them to the early access segment automatically.

Once a user is in the early access segment, they start seeing beta feature pop-ups and flows - automatically, based on their segment membership. No manual work required. There's also a feedback layer: early access users get a dedicated feedback button in the product. When they submit feedback on a specific feature, it pushes a notification directly to a Slack channel. The product team hears about issues in real time.

"It's all up to the customers. We don't have to do anything," Trond-Daniel said. The whole flow took about 10–15 minutes to build.

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‍See Trond-Daniel show it live in Flows canvas:

Watch the whole webinar recording or book a demo to experience the Product Fruits onboarding automation now.

Use Case 2: Plan-Gated Feature Guidance and Upsell Nudges

Mystore runs multiple subscription tiers, and not every feature is available on every plan. Managing those experiences - showing the right introduction to users who have access, and nudging those who don't - used to require multiple separate tours.

Now it's handled in a single Flow with conditional branching:

• User opens a new feature page → Flow checks if the user has that feature module enabled
• If yes and they're on the right plan → Walk them through the feature setup
• If they have the package but haven't enabled the module → Show a card with an activation option
• If they're on a lower plan → Show a toast notification explaining that this feature requires a plan upgrade

The same flow handles all three scenarios. "This previously was at least two complete tours or flows," Trond-Daniel noted. The upsell potential here is significant: rather than showing a wall or a generic error, users on lower plans see a clear, friendly message explaining what they'd get by upgrading - in context, at the moment they're already interested in the feature. That's precisely where upsell messaging is most effective.

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‍See Trond-Daniel show it live in Flows canvas and the Mystore portal.

See more in the entire webinar recording or book a demo to see Product Fruits in action.

How Product Fruits Enables Onboarding Automation Without Developer Involvement

What makes all of the above possible at Mystore's scale is the combination of user properties, segmentation, and Flows working together - and none of it requiring a pull request.

Mystore passes user properties into Product Fruits via the JavaScript API at session initialization: plan type, enabled modules, feature flags, beta enrollment status, and more. Once those properties are available, any flow can read them as conditions, branch based on them, and write back to them when a user takes an action.

Use Case 3: Elvin AI - 55% Support Resolution, Zero Extra Headcount

Mystore relies on Elvin, Product Fruits' AI assistant, as the first line of support. The results have been meaningful: Elvin currently resolves around 55% of support conversations without human involvement.

Getting there required two things. First, Mystore built a workflow where Claude generates knowledge base articles directly from their codebase and pushes them into Product Fruits via the Knowledge Base API. This means Elvin is trained on new features before they even launch - users can ask about something and get a real answer from day one.

Second, they made a deliberate decision to route users through Elvin first, even though some customers initially preferred human support. "The only way we can figure out if it's good enough and what we need changing is to actually let users go through it," Trond-Daniel said.

The human handoff is still there: users can request a live agent, and when they do, the conversation transfers to HubSpot with an AI-generated summary - so the support rep has full context before they say hello. After a support interaction, users have a reconnect option available for 90 minutes. The Elvin model has also shifted Mystore's internal habits: team members now use Elvin themselves to look up product behavior and configuration options, which also serves as an ongoing quality check on the knowledge base.

FAQ

What are Flows, and how do they differ from traditional Tours?

A Flow is Product Fruits' advanced guidance format built on a visual canvas editor. Unlike Tours - which are a linear sequence of cards - Flows support conditional branching, user property reads and writes, wait steps, action steps (like triggering Slack messages or emails), and multi-path logic. A Flow can replace a Tour, but can also go far beyond guidance into lightweight automation and self-service experiences.

Can I build Flows without a developer?

Yes. Flows are built in the Product Fruits admin using a drag-and-drop canvas - no code required. User properties and segments can be set up by developers once during installation, but after that, product managers can create, edit, test, and publish flows independently. Mystore's entire Flow library is maintained by their product and product marketing team.

How does user property–based segmentation work in Product Fruits Flows?

When you install Product Fruits, you pass user properties via the JavaScript API or REST API - things like plan, feature flags, or custom attributes. Inside any Flow, you can read these properties as entry conditions or step-level conditions, branch the experience based on their values, and write new property values based on user actions. This lets a single Flow deliver different experiences to different users without duplication.

What is Elvin AI, and how does it help with SaaS support at scale?

Elvin is Product Fruits' in-app AI assistant. It answers user questions based on your connected knowledge base and product documentation. It supports human handoff with configurable triggers, and when a user transfers to a live agent, Elvin can generate a conversation summary automatically. Mystore uses Elvin as their primary support channel, with a 55% resolution rate.

How long does it take to build a Flow in Product Fruits?

It depends on complexity. A simple two-card Flow (equivalent to a tooltip or announcement) takes a few minutes. A conditional flow with property updates and branching - like Mystore's beta enrollment flow - typically takes 10–20 minutes. The canvas editor and built-in preview let you test without publishing, and a test-on-internal-segment workflow lets you validate in production before any users see it.

How do Product Fruits Flows handle multi-language platforms?

Flows include built-in translation support. Once a flow is written, a single click triggers automatic translation for all supported languages. Product Fruits also includes a translation dictionary where you can lock specific terms - brand names, technical terms, product-specific vocabulary - to ensure they're never auto-translated or are always translated a specific way. Mystore uses this for their Norwegian and international stores.

Can Product Fruits Flows drive upsell or feature adoption, not just onboarding?

Yes - and Mystore does this deliberately. Flows can check a user's plan tier and show tailored content: a walkthrough if they have access, or a contextual upgrade prompt if they don't. Because the prompt appears in the moment a user is already interested in the feature, it's more effective than a generic upsell email. Trond-Daniel's team also uses feature-flag–based segments to run targeted announcements only to users actively testing a new module.

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Conclusion

Mystore's experience shows what's possible when you move beyond static walkthroughs and build product experiences that respond to who your users actually are. Self-service beta enrollment, plan-aware feature guidance, AI-first support with a 55% resolution rate - none of it required adding headcount or building custom tooling.

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The through-line is simple: user properties in, better experiences out. The more context Product Fruits has about a user, the more precisely you can guide, support, and grow them.

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If you're managing a SaaS product and want to see what this looks like for your specific onboarding challenges, book a demo with the Product Fruits team - and bring your messiest use case. That's exactly where it gets interesting.