An onboarding experience that motivates users to take their first ride
I led the redesign of Bitgym's onboarding experience, with a focus on reducing friction in the funnel and getting more users to complete their first workout after downloading the app.
CHALLENGE
Only 30% of the users who downloaded the app have tried a workout. The team believes that there is still quite some room to remove frictions and improve the funnel that leads higher rate of first-time workout after the downloads. There are a few hypothesis of why it’s low.
The paywall appears immediately after the splash screen, which creates friction right at the start of the experience. Users who are curious enough to try the product may still hesitate to start a free trial — not because they're uninterested, but because they're worried about being charged for something they're not sure they'll want to keep.
Users are not aware that there’s a way to exit Paywall and go into free mode to experience the five free tours. However, we want to get as many people to sign up with us than letting them go directly into free mode.
Users might realize that the app is not what they expected when they download the app.
Account creation process is not simple enough.
PORJECT GOALS
Based on current data, 3% of people who launch the app after downloads end up paying. Among those, 80% of subscribers cancel membership within the first year, and after that, there’s only 1-2% of churn month over month. We think that if we can get more subscribers survive that first year, they are more likely to become long term members. Currently, there are only 30% of users have tried the app after download.
For this project, we want to focus on the onboarding process, and push for an immersive workout experience for the first time users.
1.
Optimize first-time product impression.
By playing tour videos during opening splash screen, we can create excitement from the very beginning.
2.
Better understand users’ needs
Adding questions to know user’s intentions helps us show tailored first workout tour and push more relevant marketing content.
3.
Make account creation process more seamless
By simplifying the current authorization process we can remove roadblockers to get more people sign up.
OUTCOME (WIP)
Optimized first-time product impression after the download
Make account creation process more seamless
Streamlined the onboarding experience and increased percentage of users who tried a workout
DESIGN GALLERY
Splash Screen
Instead of showing a logo, we want to create the excitement starting from the splash screen.
Get-To-Know-You Questions
By better understanding user’s intention, we can give send tailored content and engage more efficiently.
We are showing the video here again to create more excitement and reinforce what the app is for here.
Account Creation and Plan Confirmation
I made sure that every button is really easy to click when the keyboard is pulled up. I also made the Confirm Plan in a swipe motion for easy comparison.
