Onboarding redesign
Transforming First Impressions
The onboarding process had low completion rates and was perceived as overly complex.
The objective was to create a more intuitive and user-friendly onboarding experience that would drive higher completion rates and set users up for success from the very beginning.
Challenge
User studies revealed that our onboarding flow required too much cognitive effort. Long texts and a lack of clarity left users confused and hesitant to continue.
We were losing potential runners before they even had a chance to appreciate what the app had to offer.
Research and discovery
We observed through user feedback and testing that users found the onboarding flow lengthy and unclear, with users expressing frustration at the amount of information they were asked to input upfront. This feedback highlighted the need to simplify and streamline the onboarding experience to reduce friction.
Qualitative research was conducted through user calls, where we observed new users as they navigated the onboarding process. These live sessions provided us with valuable insights into the specific areas of the flow that caused confusion, as users struggled with an unintuitive UI that relied too heavily on explainer text. This echoed a common sentiment from anecdotal feedback in our support channels, emphasising that the design wasn’t as intuitive as it should be.
As the saying goes, "UI is like a joke—if you have to explain it, it sucks."
On the quantitative side, data analytics revealed low completion rates, particularly in the transition from onboarding to the app's core functionality. Initially, Focus creation—the process of selecting a training program—wasn’t part of the onboarding flow. Users often landed on the home screen without a clear next step, which led to high drop-off rates. To address this, we decided to integrate Focus creation into the onboarding process. This change aimed to make the user experience more seamless by guiding them directly to the app’s primary feature, rather than leaving them at a dead-end without an obvious action to take.
Research
Since training was the app’s main offering, we also decided that Focus creation would serve as a key success metric for onboarding. Ensuring that users reached and completed this step was crucial to increasing activation rates.
Furthermore, we identified that enabling notifications for reminders about training schedules could significantly boost retention. Prior to the redesign, few users were opting in to notifications, which impacted their ongoing engagement with the app. We determined that integrating the option to enable notifications more prominently during onboarding would help keep users consistently engaged and connected to their training plans.
These insights from both qualitative and quantitative research directly influenced our strategy for redesigning the onboarding flow, making it more intuitive, guiding users toward Focus creation, and encouraging notification opt-ins to drive higher activation and retention rates.
Design approach
The redesign was all about streamlining the user’s journey, making it simpler yet engaging. The first challenge was tackling the overload of information in the original flow.
Instead of overwhelming users with a barrage of input fields, we broke things down into bite-sized actions that felt easy to complete.
Each step was focused and purposeful, helping users feel like they were progressing rather than filling out an endless form.
A major pivot came with integrating Focus creation directly into onboarding.
Before, users would land on the home screen unsure of what to do next, missing the app's key feature entirely. By guiding them to select a training program as part of the onboarding process, we ensured their first experience aligned with the core value of the app—getting them started on their fitness journey right away.
Focus creation
Simplifying the flow wasn’t enough.
We knew this was the user’s first impression of the app, and we wanted it to feel different, special—something that stood out from the typical fitness apps. The goal was to infuse the onboarding process with a sense of delight and innovation. Clean, modern UI combined with subtle animations brought the flow to life. Transitions were smooth, and interactions felt natural, creating a feeling of progression and excitement.
The focus was on making users feel welcomed and empowered, not just by the content but by the experience itself. We wanted the app to convey that this wasn’t just another cookie-cutter fitness tool. The visual design emphasised clarity and warmth, reinforcing a positive experience.
Keep it simple!
Starting with low-fidelity wireframes, we quickly prototyped and tested this new approach.
Feedback from early testing was encouraging—users felt more confident and far less overwhelmed by the onboarding process. With that validation, we moved to high-fidelity designs, where every interaction was refined to ensure smooth, intuitive navigation. The clickable prototype became a powerful tool for refining details and ensuring that every element aligned with the app’s promise of innovation and user-centric design.
The process
In the end, it wasn’t just about trimming down the flow or making things easier—it was about creating a first experience that delighted users, set them on the right path, and showcased the app’s unique value.
Outcome and impact
The redesign resulted in a substantial improvement in key onboarding metrics.
Most notably, the rate of Focus creation jumped from 23% to 50% within just three weeks post-launch, ultimately reaching 65% over a span of four months. By incorporating Focus selection into the onboarding process, we reduced the friction that had previously caused users to drop off.
In addition to this, the introduction of notifications proved to be a game changer. Engagement with notifications skyrocketed from 5% to 50% in less than three weeks, demonstrating how effective reminders enhanced user interaction with the app. This shift not only increased Focus creation rates post-onboarding but also contributed to overall user activation and long-term engagement.
The onboarding completion rate consistently remained above 80% after the redesign, a testament to the effectiveness of the improved flow and user experience.
The most satisfying outcome, however, was how these changes positively impacted user sentiment. Qualitative feedback showed that users felt the app was easier to navigate, with many highlighting the delight and smoothness of their first interactions. They appreciated the attention to detail and the clear, intuitive interface, which created an immediate sense of trust and excitement.
Finally, the success of this project didn’t just improve our user metrics—it provided a solid foundation for further improvements across the app. The learnings from this redesign process informed future decisions, enabling the team to apply similar principles in refining other areas of the user experience.
Reflections and learnings
The success of this project hinged on a deep understanding of user needs and the importance of simplifying complexity.
By actively iterating based on real user feedback, the team could create a more engaging onboarding experience. However, one notable challenge was finding the right balance between the business's requirement to collect essential data early and users' desire for a swift and seamless start.
To navigate this, the team made a strategic decision to divide the onboarding process into essential steps, allowing users to complete crucial actions without overwhelming them. Additional setup options, such as collecting data for notifications, were offered later in the journey. This not only streamlined the onboarding experience but also reinforced user engagement, ensuring that the app felt intuitive and user-centric from the very beginning.
Ultimately, this project reinforced the value of prioritising user experience and being adaptable to feedback, leading to a more effective and delightful onboarding flow that aligns with both user expectations and business goals.