Health app onboarding

In July 2021, Fastic reached 15m downloads, growing at a rapid pace. Every day several thousand people strived to improve their lives by starting their intermittent fasting journey.

Context

Getting access to an intermittent fasting plan, those who want to lose weight or maintain a healthy lifestyle could now benefit of this convenient and accessible eating pattern.

Challenge

Increase the APPNU in several key markets while decreasing the churn rate between onboarding steps while educating people on the value of IF.

Constraints

Delivering a design that could compete with that of top-players on the market in a very short amount of time with limited resources.

Role

Product Designer

Platform

iOS, Android

Duration

3 months, 2021

Tools

Figma, Protopie

Results

During initial testing, the new onboarding proved to bring improvements in terms of revenue.

The redesign shifted the attention to longer subscriptions, increasing overall retention, however the conversion rate dropped by negligible amounts.

+ 19%

ARPPU increase

+ 31%

in 12-mth subscriptions

Approach

Due to the onboarding being an important pillar of revenue, we approached this challenge in multiple steps to make sure the result is well thought through and all the decisions well documented. Multiple team members contributed with feedback based on their expertise, from content to engineering.

Part 1

Part 2

Key Decisions

To start, I defined the key design aspects that would turn this project into a success. Frictionless interaction, clear communication, and in-context educational content were the principles we adopted in order to provide new users with a trustworthy, easy-to-use onboarding.

The design system benefited from new components and styles while the partnership with the content team helped us introduce new illustrations and animations to give this flow it's flavour.

Full case-study

This short case-study is meant to give you an idea of how I work. The full version can be presented over a video-call.

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