How We Decide Between a Settings Page and a First-Run Wizard
A question that comes up on nearly every product project at 137Foundry: when a new feature needs a handful of user choices before it can work well, should those choices live in a first-run wizard, a settings page, or both? Getting this wrong in either direction has a real cost, a wizard that's too long loses users before they ever reach the product, and a setting buried in a settings page nobody visits on their own means most users never configure it at all, even when they'd genuinely benefit from doing so.
The test we actually use
The question we ask first isn't "how important is this choice," it's "does the product work meaningfully worse if the user never makes this choice at all." If the answer is no, a sensible default plus an optional settings-page entry is almost always the right call. If the answer is yes, meaning the feature is confusing or broken without the choice being made, it belongs in onboarding, not buried in settings where a meaningful share of users will simply never find it.
Why we default toward settings, not wizards
Our starting bias leans toward keeping choices out of onboarding rather than into it, and that's deliberate. Every additional step in a first-run wizard is a point where a user can abandon the product entirely before they've experienced any value from it. A setting that lives in the settings page, reachable whenever a user actually wants to change it, costs nothing in onboarding friction and loses nothing in capability. The bar for pulling a choice out of settings and into a wizard has to be genuinely high to justify that tradeoff.
Where this gets genuinely hard
The harder calls are features where the default behavior is fine for most users but actively wrong for a meaningful minority, and there's no way to know in advance which group a given user falls into. Notification frequency defaults are a common example: a sensible default works for most people, but a subset finds it either overwhelming or too sparse from day one, and by the time they'd think to go looking in settings, they may have already formed a negative impression of the product.
For cases like this, we've had good results with a middle option: a single, lightweight prompt shown once, early, but separate from a full wizard flow, "want fewer or more notifications than the default? change it now or anytime in settings," with a clear skip option that respects the user's time if they don't care.
A pattern we actively avoid
The pattern we push back on hardest with clients is a long first-run wizard that front-loads every configurable choice in the product before the user has seen any actual value. This shows up more than it should because it feels thorough from a product-planning perspective, cover every decision up front, but it consistently performs worse in practice than getting a user to a working default state fast and letting them refine from there. A wizard is borrowing trust the user hasn't extended yet, and the debt comes due in the form of abandoned signups.
A case where we got the call wrong the first time
On one project, we initially put a workspace-naming and team-invite step into the first-run wizard for a collaboration tool, reasoning that a workspace without a name or invited teammates felt incomplete. Completion data told a different story: a meaningful share of users dropped off at exactly that step, not because naming a workspace is hard, but because deciding on team structure before you've even seen the product work is a bigger commitment than most new users are ready to make on a first visit.
We moved both steps out of the wizard, gave every new workspace an editable auto-generated name, and moved team invites into a settings-adjacent prompt that surfaces naturally the first time a user tries to do something that benefits from collaborators. Wizard completion improved measurably, and team invites, counterintuitively, went up rather than down, because users were inviting teammates once they'd already found value in the product rather than being asked to commit to it sight unseen.
Why defaults do more work than most teams give them credit for
A recurring theme across projects like this: the quality of your default matters more than whether a choice lives in onboarding or settings. A genuinely well-chosen default, one based on actual usage data rather than an engineer's best guess, makes the entire onboarding-versus-settings question lower stakes, because most users never need to touch the choice at all if the default already fits them. Conversely, a mediocre default raises the stakes on the placement decision considerably, since more users will need to find and change it to have a good experience, which puts pressure on discoverability regardless of where the setting lives.
This is part of why we push clients to invest in getting defaults right before spending much energy debating wizard placement. A great default with the setting buried in an advanced settings section often outperforms a mediocre default surfaced prominently in onboarding, simply because fewer users need to intervene at all.
What we look at after shipping either choice
For anything we put in a wizard, we track completion rate for each individual step, not just overall wizard completion, because a single confusing step can be dragging down the whole flow while looking fine in aggregate numbers. For anything left in settings with a default, we track whether users who'd clearly benefit from a non-default value ever actually find and change it, which tells us whether the setting needs a nudge, a smarter default, or genuinely belongs in onboarding after all.
The mistake that's easy to make in either direction
Putting too much in a wizard costs you signups. Putting too little in a wizard and leaving it all to settings costs you engaged users who never realize a better configuration exists for them, quietly getting a worse experience than they would have with thirty extra seconds of upfront choice. Neither mistake announces itself loudly. Both show up slowly, in metrics that are easy to attribute to something else if you're not specifically watching for this failure mode, which is exactly why we treat this as a decision worth revisiting periodically with real usage data rather than one made once at launch and never reconsidered.
We wrote more about how we approach settings pages once a product has enough options to need real structure, grouping, progressive disclosure, and search, in our full guide to designing settings screens that scale. The onboarding-versus-settings tradeoff described here is one piece of the broader interface work we do at 137Foundry for products going through this kind of growth.
For teams thinking through their own onboarding flow, the Nielsen Norman Group has solid research on onboarding friction and abandonment specifically, and Material Design documents progressive disclosure patterns that apply directly to deciding what belongs in a first-run flow versus a settings page reachable later. Both are worth reading before your team debates this tradeoff from intuition alone, since the research on this question is more settled than most onboarding discussions tend to assume going in.












