Improving User Onboarding Experience for Yoga Go App (SaaS, B2C)
A comprehensive case study detailing the process of redesigning and improving the onboarding experience for Yoga Go app users, with a focus on inclusivity and retention.
Company
Yoga Go
Role
Lead Product Designer
Year
2024
Industry
Health & Fitness
1. Introduction
As a Lead Product Designer, I was tasked with improving the onboarding experience for the Yoga Go app. The app, which provides home-based yoga workouts, was experiencing high churn rates among users who identified as "obese." Although these users were subscribing to the service, 80% were not activating the app within the first week of download and subsequently cancelled their subscriptions within the first month.
2. Challenge
The main challenge was redesigning the app's 'start view' and the onboarding experience to make it more inclusive. The existing expertise was biased towards active yoga practitioners and did not cater to the needs, motivations, and anxieties of all users wanting to move more. The goal was to increase retention in the first month by setting new users up for success during onboarding.
3. Solution
I started by defining a hypothesis and creating a low-fidelity design for a new onboarding experience. The redesign focused on inclusivity, catering to the needs of all users regardless of their body condition. I also updated the look and feel of the app to make it more modern and user-friendly. The new 'start view' included clear instructions and motivational elements to encourage users to start their yoga journey.
Summary
The redesigned onboarding experience for the Yoga Go app significantly decreased the churn rate. The first-month retention rate increased by 20%, and user feedback indicated that the new users felt more welcomed and catered to, regardless of their body condition. This project highlighted the importance of inclusivity in design and how a well-thought-out onboarding experience can greatly impact user retention.
