At onboarding step 1, ask one segmenting question — "What are you primarily here to do?" with 3-5 outcome-based answers. Branch the rest of the flow based on the choice: an admin sees seat invites and settings, a power-user sees the editor, a viewer-only sees the dashboard. Each path is tuned for that role's first-time job-to-be-done, which lifts activation rates 20-40%.