Reframe: Onboarding
HOW DID I...
Design and imply a service worth paying for.
Case Study
PRODUCT DESIGNER
1 WEEK - 35 HOURS
Reframe's most commonly used flow is the free onboarding, then users are halted by a paywall. The onboarding flow is the first impression of Reframe and heavily correlates with the number of paying users. As the onboarding's end goal is to turn potential users into paying customers, users need a strong reason to make a payment.
What is my solution?
Quality is key. A customized, attentive, and intentional onboarding experience that demonstrates a high-quality service worth paying for.
What Does This Mean To Reframe?
✅ Higher Completion Rate
An enjoyable experience makes us lose track of our time and effort, allowing users to complete onboarding easily and reach the paywall.
🤟 More Reframers
Showing a high-quality preview of a product will allow users to set expectations and evoke curiosity about what's more to come.
💰 More Paying Customers
By building progress and bringing eyes to the payment page, more potential users would turn into paying customers.
About Reframe Users
Goals for Healthier Drinking Habits
🚫 Cut or Reduce Alcohol
Reframe's target audience is people who want to cut or reduce alcohol consumption for a healthier lifestyle (physical and mental health).
📊 Stats Showing Improvement
Reframers value personal growth and discovery, where pages with statistics are commonly viewed because they bring satisfaction.
⛵️ Enjoy the Journey
Individual pacing and personal enjoyment using Reframe correlate with longer commitment and lasting changes.
Investing Time, Money, and Effort
⏱️ Attention is Priceless
After logging in, Reframe is responsible for providing a quality service that makes users want to stay and come back again.
💸 Money is Money
Users are expected to invest the cost of alcohol into behavior change. This initial investment also brings commitment to using Reframe.
💪 Bargaining Effort
To maintain consistency for an active user count and for users to successfully adapt habits, user engagement requires an effortless use case.
Comparable Apps
🦉 Duolingo - Gamification
A popular language learning app that uses gamification to motivate users to meet learning goals.
☀️ I am Sober - Sobriety
The direct competitor of Reframe with a similar concept, who has the most downloads and highest rating on the market.
Onboarding Pre-Inspection
Pros Adapted to Design
🚩 Progress Bar & Breakpoints
A progress bar shows users how far they've completed the onboarding process. Breakpoints give users a short rest from the long survey.
👤 Gathering User Data
Understanding users' backgrounds would allow Reframe to understand user needs and then enhance their experience with Reframe.
📋 Stats & Analysis Page
Reframe users want to learn about themselves and how Reframe has helped their journey. Showing numerical statistics is a highly effective method.
🖋️ Minimalistic & Modern UI
Solve modern problems with modern solutions, and Reframe can demonstrate a modern approach through a modern and minimalistic UI.
Improvable Cons
📖 Wall of Text
A page consisting mainly of text would turn users away. Although a longer sentence would be more descriptive, it would test users' patience.
🤔 Why Am I Filling This?
The onboarding process is the first impression of Reframe's services. Why is it important to fill in this survey, and how does it affect users' experience?
📐 Survey Length
The 20-min onboarding survey of 34 questions drains users' patience and risks users swiping off Reframe before reaching the end.
🔍 Question Relavency
While users understand that the onboarding measures their background, these questions need to be relevant for users to continue answering.
Ideation
Food for Thought
💳 Worthy of Paying
The end goal of the onboarding is to buy a service, so the onboarding should convince users to make a purchase at the end.
👾 Game Qualities
Reframe is adapting gamification to use positive reinforcement and challenge-and-reward to motivate users and reinforce healthy habits.
🕵 Competitors' Approach
Duolingo's onboarding gives a preview to users to set expectations. I Am Sober has a short questionnaire to learn about user background.
1 Strong Idea
✍️ Personal Narrative
Changing the context of taking a survey to telling a personal narrative creates a more enjoyable and immersive experience.
🏷️ Survey Value
Reframers value quality service and personal growth, and Reframe can showcase these aspects through curated and intentional experiences.
🔧 Realistic Adaptation
While I value innovative solutions and experiences, team budget and development efforts are equally important to consider.
2 Additional Ideas
🙌 Assistant & Assistance
Locating user pain-points and proposing solutions in a friendly and proactive/initiative approach.
🔬 Proven By Data & Science
Strongly suggesting a working method and generating trust, then insisting the free trial plan.
Reframe Branding
Design System
Graphics Used
Storyset by Magnific
The majority of graphics used in this project are sourced from the Figma plugin, Storyset by Magnific. They are open to public use with attribution or a paid licence.
First Impression Starts In the App Store
Current App Preview
✅ Pros
- Preview of app features
- Credibility from sources and stats
- Unified design system
❌ Cons
- Icon needs to define the app
- Dull colors are unexciting
- Uneven spaces and relativity
- Clay prototypes are unrefined
- Credibility is usually last
Icon Iterations
- Modern style (glassmorphic)
- Health and mindful drinking
Final Onboarding Flow
App Store
Onboarding starts in the App Store, where users expect a product preview and assess product efficiency.
🗣️ Visual Communication
"A picture is worth a thousand words." The app icon and preview of features can quickly communicate the purpose and use of the app.
🍴 The Eyes Eat First
A good design that catches users' eyes can bring more users to download Reframe over other sobriety apps on the App Store.
🥊 Competitors' Arena
Users searching for sobriety apps on the App Store will compare Reframe with its competitors, so it's crucial to show stronger results and design.
Your Narrative
Users are more open to sharing when given the mic, and more engaged when the questions matter.
😄 Your Avatar
A reflection of self on Reframe emphasizes personal improvement and a customized experience. It also allows cosmetics as rewards.
👐 Openness to Share
Reframing the survey into telling their narrative will support the survey format and create a friendly environment to share.
🪞 Self Reflection
Users will feel seen by Reframe and learn about themselves by sharing their story.
Survey Value
A survey that actually means something to us and them.
🪡 Currated Experience
Collected data yields greater experience and value in the future, with personal choices shaping the outcome. Every person and case is unique.
🙌 Extrinsic Reward
Offer something of extrinsic value after a task well done to reinforce habits. This would encourage users to push through to receive rewards.
🌱 Self Discovery
Seeing personal growth, including opportunities for self-discovery, shows that users are reaching their drinking goals and that Reframe is effective.
Gamification
Challenge and reward is a major part of motivation in Reframe.
😆 Having Fun
Users who enjoy using Reframe will bring them back and stay longer. It would make recommending Reframe easier and leaving a good review.
🎁 Feel Rewarded
Pushing through challenges to receive rewards will reinforcing that working hard will achieve your goals.
📈 Numerical Growth
Challenge and reward is a major part of motivation in Reframe, so here is a preview before starting.
Worthy of Paying
Users who are persuaded that Reframe provides a quality service will try our product.
✨ High-Quality Product
Throughout the onboarding flow, Reframe shows a currated, user-centered experience, and previews them to what they can expect.
📊 Effective & Credible
Showing that Reframe has high user satisfaction and has been featured by credible sources brings credibility to Reframe.
📉 Loss Aversion
The fear of losing progress and investments (time, effort, level, coins, and identity) pressures users to continue past the paywall.
Expected Results
✅ Higher Completion Rate
An enjoyable experience makes us lose track of our time and effort, allowing users to complete onboarding easily and reach the paywall.
🤟 More Reframers
Showing a high-quality preview of a product will allow users to set expectations and evoke curiosity about what's more to come.
💰 More Paying Customers
By building progress and bringing eyes to the payment page, more potential users would turn into paying customers.
No AI Applied
✍️ Intensional Design
My goal is to make every step of the process enjoyable for users. From UX-writing to user-flows, these items benefit from intentional design.
🤷♀️ Not Necessary This Time
While AI can be useful at times, the steps and tasks for this project can be done within the same amount of time without AI.
🧑⚖️ No Legal Headaches
Since laws are still adapting AI into their regulations, it is safer to minimize or omit the use of AI when possible.