#1 Alcohol Reduction App

Reframe

App Onboarding Redesign

Background.

Reframe is the #1 iOS App for helping people reduce their alcohol consumption or quit drinking.

Developed with hundreds of medical and mental health experts, Reframe is a neuroscience-based habit change program focusing on the relationship users have with alcohol.

Role.

Lead Product Designer for the redesign of the legacy onboarding screens and experience.

Managed the team working closely alongside stakeholders and engineers.

Team.

Sarah Kim | Product Designer

Daniel Simons | Product Engineer

Timeline: Aug 2022 (2 Weeks)

Overview

Redesign the legacy onboarding to increase user retention rates.

Since Reframe launched in the Fall of 2020, the legacy onboarding design needed an update as the user base has grown to over 2 million in the past two years.

In hopes of improving app retention for new users, an improvement to the onboarding design and experience was necessary.

Redesign Outcome

↑ 20% Increase in conversion rate.

Opportunity 1

Inconsistent input buttons.

Inconsistent input buttons in the onboarding experience disrupt the user's flow and require extra effort. To improve the user experience, ensuring consistency in buttons across all pages can allow for a smooth, intuitive process.

Opportunity 2

An unclear progress bar.

Progress bars can be unhelpful if the progress is unclear, leading to user confusion and distrust. The use of ambiguous icons in legacy onboarding, such as the flag, can magnify this issue. To avoid these problems, progress bars should be designed with clarity and usability in mind.

Opportunity 3

Unfriendly feedback.

Sensitive topics, such as alcohol consumption, require a thoughtful onboarding experience. The legacy onboarding uses a robotic tone and lengthy text can detract from user engagement and discourage them.

To improve the onboarding experience for habit change related to alcohol consumption, using a more conversational and personalized tone can create a positive and supportive environment, helping users to stay engaged and motivated.

V3

The New Onboarding.

Inconsistent input buttons in the onboarding experience disrupt the user's flow and require extra effort. To improve the user experience, ensuring consistency in buttons across all pages can allow for a smooth, intuitive process.

V3

In Action
Reflection

Overall, this project was a great learning experience and I am excited to see the positive impact it will have on our new users in the future. In the possibility of a next iteration, I would like to include more targeted and different flows based on the user’s input for a convincing personalized user experience.

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