at CodeNode

2, 3, 4 June 2026

Julia Petretta

Founder, Lumio · Product Atlas

Wednesday 3 June | Design day

From onboarding to “a-ha!”
Designing the moments that really matter

talk onboarding

Most products still greet new users with a fragmented story—onboarding in one place, activation in another, value hidden between team boundaries.

Users feel the seams immediately. This session introduces a product narrative-driven approach to early-experience design that treats a user's first interactions as a coherent arc, not a collection of disconnected interactions.

You'll learn how to map the early narrative, reveal where organisational structure creates conflicting “plotlines,” and design the moments that help users understand value quickly and move with confidence. The same tools improve team alignment by shifting conversations from metric ownership to shared user moments.

Julia Petretta is the founder of Lumio and the writer behind Product Atlas.

She spent more than fifteen years designing and leading product teams at Accenture, Thoughtworks and Plum, across fintech, health and e-commerce, much of it focused on the onboarding and activation journeys where users either find their footing or quietly give up.

That work kept surfacing the same problem: products grow faster than anyone's understanding of how they actually work. It’s the problem she founded Lumio to solve, and the one she writes and speaks about: how organisational structures become visible through products, and how teams can make complex product systems more legible.

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