MindNest
35% reduction in week-one churn through improved onboarding
Redesigned the onboarding and habit formation experience for a wellness app, achieving a 35% reduction in week-one churn and 22% increase in daily active users.
The Problem
52% of users churned within the first 7 days, before experiencing the app's core value proposition.
New users felt overwhelmed by options and unclear about how to build a consistent wellness routine.
Team
- Product Designer (Me)
- Product Manager
- 2 iOS Engineers
- Content Strategist
Project Status
Shipped to production with measurable impact on retention and engagement
Constraints
- Must work offline for core features
- Content library already established
My Role
- Led user research and persona development
- Designed end-to-end onboarding experience
- Created habit loop mechanics and reminders
- Developed gamification elements
- Worked closely with content team on messaging
Design Process
Discovery & Insights
Analysed cohort data to identify churn patterns. Conducted diary studies with 8 users over 2 weeks. Found that users who set reminders had 3x better retention.
User Personas
Three key user archetypes with goals and barriers
Churn Analysis
Behavioral patterns leading to drop-off
Ideation & Exploration
Explored habit formation frameworks (BJ Fogg, Nir Eyal). Sketched 15 different onboarding approaches. Prioritised progressive goal-setting model.
Concept Sketches
Various onboarding and habit-forming patterns
Habit Loop Diagram
Designed trigger-routine-reward cycle
Design & Prototype
Created personalised onboarding based on user goals. Designed streak system and gentle reminders. Built iOS prototype with micro-animations.
App Screens
Complete onboarding and home experience
Animation Specs
Micro-interaction guidelines for developers
Testing & Iteration
Ran beta test with 50 users over 2 weeks. Tracked daily engagement and completion rates. Simplified goal-setting based on confusion feedback.
Beta Test Plan
Metrics and feedback collection strategy
Iteration Log
Summary report with key findings
Results & Impact
Key Learnings
Push notification timing
Would have tested push notification timing more rigorously for optimal engagement
Social features matter
Could have added more social features earlier to increase accountability
Celebration moments
Matter more than gamification points - small wins keep users motivated
Small, achievable goals
Are key to habit formation - don't let users set unrealistic expectations