Back

Back

Back

[Case 02]

Improving activation by 25% through onboarding redesign in a paired-user app

Health Tech

Streamlining Onboarding in a Paired User App

Clarifying user roles to reduce drop-off in a dual-entry journey

[Problem Statement]

Our app required two users to pair before full access, creating friction and confusion during onboarding.
Initial feedback showed confusion about when and how the pairing would occur, especially for first-time users unfamiliar with this app category.

[Industry]

Health Tech

[My Role]

Co-Founder & Product Manager

[Scope]

iOS

[Timeline]

Q2 2024 - Q1 2025

View Live Project

View Live Project

View Live Project

[Approach]

How did I tackle the problem?

Tools used: Hotjar, Preflight, In-depth User Interviews

  • Conducted 3 structured rounds of user testing with 10 real users

  • Used Hotjar to identify behavioral drop-off patterns (clicks, scrolls, exits)

  • Iteratively refined onboarding based on qualitative & quantitative insights

[User Testing Strategy]

[Round 1] Initial onboarding flow

[Round 2] Clarifying pairing roles

[Round 3] Content clarity

[Action Item]

A/B test: multi-option screen vs. step-by-step pages

Tested role-based access and download assumptions

A/B test: keeping vs. removing sensitive onboarding questions

[Process]

[Round 1] A/B Testing – Status Selection & Pairing Intro

Splitting user status into multiple steps reduced cognitive load.

Simplified text with larger visuals led to better comprehension.

→ Users navigated faster and showed higher clarity with reduced information per step.

[Round 1] A/B Testing – Status Selection & Pairing Intro

Splitting user status into multiple steps reduced cognitive load.

Simplified text with larger visuals led to better comprehension.

→ Users navigated faster and showed higher clarity with reduced information per step.

[Round 1] A/B Testing – Status Selection & Pairing Intro

Splitting user status into multiple steps reduced cognitive load.

Simplified text with larger visuals led to better comprehension.

→ Users navigated faster and showed higher clarity with reduced information per step.

[Round 2] User Interview – Clarifying Pairing Roles

Restricting pairing initiation to User reduced role confusion.

Allowing both users to pair increased ambiguity in entry flow.

→ Flow redesign based on insight that the primary user usually downloads first.

[Round 2] User Interview – Clarifying Pairing Roles

Restricting pairing initiation to User reduced role confusion.

Allowing both users to pair increased ambiguity in entry flow.

→ Flow redesign based on insight that the primary user usually downloads first.

[Round 2] User Interview – Clarifying Pairing Roles

Restricting pairing initiation to User reduced role confusion.

Allowing both users to pair increased ambiguity in entry flow.

→ Flow redesign based on insight that the primary user usually downloads first.

[Round 3] A/B Testing – Question Placement & Friction

Removing the question reduced clarity, leading to increased drop-off.

While it added a step, the question helped users understand the product intent.

→ Final decision: include the question to anchor user understanding early.

[Round 3] A/B Testing – Question Placement & Friction

Removing the question reduced clarity, leading to increased drop-off.

While it added a step, the question helped users understand the product intent.

→ Final decision: include the question to anchor user understanding early.

[Round 3] A/B Testing – Question Placement & Friction

Removing the question reduced clarity, leading to increased drop-off.

While it added a step, the question helped users understand the product intent.

→ Final decision: include the question to anchor user understanding early.

[Mid-Funnel Optimization] Clarity > Speed

More drop-offs occurred mid-flow than at entry.

Structural clarity in mid-funnel steps mattered more than step count.

Communicating “why” outperformed optimizing for “how fast” in conversion impact.

[Mid-Funnel Optimization] Clarity > Speed

More drop-offs occurred mid-flow than at entry.

Structural clarity in mid-funnel steps mattered more than step count.

Communicating “why” outperformed optimizing for “how fast” in conversion impact.

[Mid-Funnel Optimization] Clarity > Speed

More drop-offs occurred mid-flow than at entry.

Structural clarity in mid-funnel steps mattered more than step count.

Communicating “why” outperformed optimizing for “how fast” in conversion impact.

[Outcome]

Reduced onboarding time by 25%, improving early-stage conversion speed
Decreased mid-funnel drop-off by restructuring the pairing flow and clarifying user roles
Improved comprehension and confidence during activation, based on user interviews

[Key Learnings]

Clarity in user roles reduces friction in multi-user onboarding

When designing dual-user experiences, clearly communicating who initiates and who follows is critical to prevent confusion and drop-off

Clarity in user roles reduces friction in multi-user onboarding

When designing dual-user experiences, clearly communicating who initiates and who follows is critical to prevent confusion and drop-off

Clarity in user roles reduces friction in multi-user onboarding

When designing dual-user experiences, clearly communicating who initiates and who follows is critical to prevent confusion and drop-off

Contextual explanation drives trust more than speed

Users are more willing to continue when they understand why a question is asked—especially in sensitive topics like health.

Contextual explanation drives trust more than speed

Users are more willing to continue when they understand why a question is asked—especially in sensitive topics like health.

Contextual explanation drives trust more than speed

Users are more willing to continue when they understand why a question is asked—especially in sensitive topics like health.

Step count is not the enemy—cognitive load is

Reducing friction isn’t always about fewer steps; it's about simplifying mental processing at each point.

Step count is not the enemy—cognitive load is

Reducing friction isn’t always about fewer steps; it's about simplifying mental processing at each point.

Step count is not the enemy—cognitive load is

Reducing friction isn’t always about fewer steps; it's about simplifying mental processing at each point.

Select this text to see the highlight effect