Simplify the onboarding process to boost free trial sign-ups
Simplify the onboarding process to boost free trial sign-ups
Conversion rate
Conversion rate
User Journey
User Journey
Onboarding
Onboarding
Eargym is a hearing health startup providing hearing checks, binaural training, and educational resources to support better hearing for all.
Eargym is a hearing health startup providing hearing checks, binaural training, and educational resources to support better hearing for all.
Eargym is a hearing health startup providing hearing checks, binaural training, and educational resources to support better hearing for all.
Eargym is a hearing health startup providing hearing checks, binaural training, and educational resources to support better hearing for all.
Eargym is a hearing health startup providing hearing checks, binaural training, and educational resources to support better hearing for all.
Team & my role
I led UX research, data analytics, and design, and worked closely with developers on usability testing to ensure smooth, actionable implementation.
I led UX research, data analytics, and design, and worked closely with developers on usability testing to ensure smooth, actionable implementation.
Challenges
After the MVP launch, the app saw a 63% sign-up rate, but a large portion of users did not begin their free trial, revealing clear friction in the onboarding flow and missed opportunities for engagement.
After the MVP launch, the app saw a 63% sign-up rate, but a large portion of users did not begin their free trial, revealing clear friction in the onboarding flow and missed opportunities for engagement.
Impact
Expanding the free trial from a 7-day commitment to a 14-day non-commitment period led to:
Free trial starts increasing +31% of sign-ups
Reduced the drop-off rate from sign-ups to free trial by approximately 68%, significantly improving user activation post-onboarding.
These changes dramatically improved user engagement and trial activation.
Expanding the free trial from a 7-day commitment to a 14-day non-commitment period led to:
Free trial starts increasing +31% of sign-ups
Reduced the drop-off rate from sign-ups to free trial by approximately 68%, significantly improving user activation post-onboarding.
These changes dramatically improved user engagement and trial activation.
Expanding the free trial from a 7-day commitment to a 14-day non-commitment period led to:
Free trial starts increasing +31% of sign-ups
Reduced the drop-off rate from sign-ups to free trial by approximately 68%, significantly improving user activation post-onboarding.
These changes dramatically improved user engagement and trial activation.
Expanding the free trial from a 7-day commitment to a 14-day non-commitment period led to:
Free trial starts increasing +31% of sign-ups
Reduced the drop-off rate from sign-ups to free trial by approximately 68%, significantly improving user activation post-onboarding.
These changes dramatically improved user engagement and trial activation.
Research insights
Research insights
01 SEO demographic distributions
01 SEO demographic distributions
I was trying to understand the app's download and sign-up demographics and what triggered sign-ups. I collected and analysed data from different sources to determine that one of the resources is SEO. Why they were interested, and what they were interested in. Then I noticed that :
From Google engine search
Keywords: ear age
Age 18-35 years old
The ear age page from the website is the most viewed.
I was trying to understand the app's download and sign-up demographics and what triggered sign-ups. I collected and analysed data from different sources to determine that one of the resources is SEO. Why they were interested, and what they were interested in. Then I noticed that :
From Google engine search
Keywords: ear age
Age 18-35 years old
The ear age page from the website is the most viewed.
02 Looking for the common pain points
02 Looking for the common pain points
We reached out to the people who registered for the app but had not used it for over 7 days, asking for their feedback on why they discontinued it.
For the age group of 18-35 years old
Doesn't believe a "hearing health" app is necessary.
Too pricey
Curious about their ear age
Simply want to try out the hearing "tests"
For the age group of 45-65+ years old
Worried about their hearing health deteriorating
Doesn't think 7-day free trial is enough for them to know if this is for them
Reluctant to make payment before try out
We reached out to the people who registered for the app but had not used it for over 7 days, asking for their feedback on why they discontinued it.
For the age group of 18-35 years old
Doesn't believe a "hearing health" app is necessary.
Too pricey
Curious about their ear age
Simply want to try out the hearing "tests"
For the age group of 45-65+ years old
Worried about their hearing health deteriorating
Doesn't think 7-day free trial is enough for them to know if this is for them
Reluctant to make payment before try out
We reached out to the people who registered for the app but had not used it for over 7 days, asking for their feedback on why they discontinued it.
For the age group of 18-35 years old
Doesn't believe a "hearing health" app is necessary.
Too pricey
Curious about their ear age
Simply want to try out the hearing "tests"
For the age group of 45-65+ years old
Worried about their hearing health deteriorating
Doesn't think 7-day free trial is enough for them to know if this is for them
Reluctant to make payment before try out
We reached out to the people who registered for the app but had not used it for over 7 days, asking for their feedback on why they discontinued it.
For the age group of 18-35 years old
Doesn't believe a "hearing health" app is necessary.
Too pricey
Curious about their ear age
Simply want to try out the hearing "tests"
For the age group of 45-65+ years old
Worried about their hearing health deteriorating
Doesn't think 7-day free trial is enough for them to know if this is for them
Reluctant to make payment before try out
We reached out to the people who registered for the app but had not used it for over 7 days, asking for their feedback on why they discontinued it.
For the age group of 18-35 years old
Doesn't believe a "hearing health" app is necessary.
Too pricey
Curious about their ear age
Simply want to try out the hearing "tests"
For the age group of 45-65+ years old
Worried about their hearing health deteriorating
Doesn't think 7-day free trial is enough for them to know if this is for them
Reluctant to make payment before try out
💡Learning
💡Learning
While I was gathering different data points, I noticed that some indicators showed it's not only our target audience that is interested in hearing health but also the younger group that is interested in their ear age.
The finding is a fascinating perspective on the research itself; it gives me different perspectives on the opportunities, such as:
Younger demographics have significant market potential for hearing health products, especially in protection and prevention
People enjoy discovering their own abilities, both mentally and physically
People generally have the idea of taking care of themselves, and this can begin from a young age
SEO insights reveal the demographic that tends to overlook
💡 While I was gathering different data points, I noticed that some indicators showed it's not only our target audience that is interested in hearing health but also the younger group that is interested in their ear age.
The finding is a fascinating perspective on the research itself; it gives me different perspectives on the opportunities, such as:
There's a significant market potential for hearing health products and services among younger demographics, particularly in protection and prevention
People like to discover their self-abilities, mentally and physically
People have the common concept of taking care of themself and that can start it from young age
SEO insights reveal the demographic that tends to overlook
💡 While I was gathering different data points, I noticed that some indicators showed it's not only our target audience that is interested in hearing health but also the younger group that is interested in their ear age.
The finding is a fascinating perspective on the research itself; it gives me different perspectives on the opportunities, such as:
There's a significant market potential for hearing health products and services among younger demographics, particularly in protection and prevention
People like to discover their self-abilities, mentally and physically
People have the common concept of taking care of themself and that can start it from young age
SEO insights reveal the demographic that tends to overlook
💡 While I was gathering different data points, I noticed that some indicators showed it's not only our target audience that is interested in hearing health but also the younger group that is interested in their ear age.
The finding is a fascinating perspective on the research itself; it gives me different perspectives on the opportunities, such as:
There's a significant market potential for hearing health products and services among younger demographics, particularly in protection and prevention
People like to discover their self-abilities, mentally and physically
People have the common concept of taking care of themself and that can start it from young age
SEO insights reveal the demographic that tends to overlook
💡 While I was gathering different data points, I noticed that some indicators showed it's not only our target audience that is interested in hearing health but also the younger group that is interested in their ear age.
The finding is a fascinating perspective on the research itself; it gives me different perspectives on the opportunities, such as:
There's a significant market potential for hearing health products and services among younger demographics, particularly in protection and prevention
People like to discover their self-abilities, mentally and physically
People have the common concept of taking care of themself and that can start it from young age
SEO insights reveal the demographic that tends to overlook
Strategy
Strategy
GET the potential users WHO download and register the app TO have enough time to try out the app before make payment BY removing the commitment payment and extending the free trial.
How
How
So I … make small adjustments
So I … make small adjustments
My thinking process
Due to the time constraint, I have been asked to make as few changes as possible so that the developers can implement the adjustments quickly. Therefore, I have prepared three options for discussion, and I have chosen option 1 to proceed with installation.
Activate a 14-day free trial without committing to a subscription (paying).
Follow the current flow, but add a screen explaining the timeline.
Include “Free trial” as one of the subscription options.
Due to the time constraint, I have been asked to make as few changes as possible so that the developers can implement the adjustments quickly. Therefore, I have prepared three options for discussion, and I have chosen option 1 to proceed with installation.
Activate a 14-day free trial without committing to a subscription (paying).
Follow the current flow, but add a screen explaining the timeline.
Include “Free trial” as one of the subscription options.
Due to the time constraint, I have been asked to make as few changes as possible so that the developers can implement the adjustments quickly. Therefore, I have prepared three options for discussion, and I have chosen option 1 to proceed with installation.
Activate a 14-day free trial without committing to a subscription (paying).
Follow the current flow, but add a screen explaining the timeline.
Include “Free trial” as one of the subscription options.
Due to the time constraint, I have been asked to make as few changes as possible so that the developers can implement the adjustments quickly. Therefore, I have prepared three options for discussion, and I have chosen option 1 to proceed with installation.
Activate a 14-day free trial without committing to a subscription (paying).
Follow the current flow, but add a screen explaining the timeline.
Include “Free trial” as one of the subscription options.
Due to the time constraint, I have been asked to make as few changes as possible so that the developers can implement the adjustments quickly. Therefore, I have prepared three options for discussion, and I have chosen option 1 to proceed with installation.
Activate a 14-day free trial without committing to a subscription (paying).
Follow the current flow, but add a screen explaining the timeline.
Include “Free trial” as one of the subscription options.
Non-commitment payment
Building trust between the app and the users by removing the commitment subscription. This increases the willingness to use the app.
14 days free trial
Extend the free trial from 7 days to 14 days, the extension gives the users more time to explore and encourages to see the progressions in the app.
Extend the free trial from 7 days to 14 days, the extension gives the users more time to explore and encourages to see the progressions in the app.
Reduce the frictions
I removed one step to activate the free trial. Users who sign up for the app automatically activate the free trial.
I removed one step to activate the free trial. Users who sign up for the app automatically activate the free trial.
Direct impact
Direct impact
+31%
in download-to-free trial conversion rate
-68%
drop-off rate on the free trial
-68%
drop-off rate on the free trial
GA shows 31% more users start free trial, with improved engagement and retention in the first five days. Usage time nearly triples.
GA shows 31% more users start free trial, with improved engagement and retention in the first five days. Usage time nearly triples.
GA shows 31% more users start free trial, with improved engagement and retention in the first five days. Usage time nearly triples.
GA shows 31% more users start free trial, with improved engagement and retention in the first five days. Usage time nearly triples.
GA shows 31% more users start free trial, with improved engagement and retention in the first five days. Usage time nearly triples.
The things I learn
The things I learn
The subscription conversion rate has only increased slightly
The subscription conversion rate has only increased slightly
Although users are interested in using the free trial, the subscription rate has not increased significantly.
Although users are interested in using the free trial, the subscription rate has not increased significantly.
Refreshing start but gradually drop off after 7-10 days
Refreshing start but gradually drop off after 7-10 days
The users tend to use the app fully to get the most of the free trial's benefits, but is the impact enough for them to see the progressions in 14 days?
The users tend to use the app fully to get the most of the free trial's benefits, but is the impact enough for them to see the progressions in 14 days?
The things I would do next
The things I would do next
Experiment on different journeys
Experiment on different journeys
Experimenting with diverse user journeys with different reasons to drop off the journey is fascinating.
Experimenting with diverse user journeys with different reasons to drop off the journey is fascinating.
Add the personalising experience on the onboarding journey
Add the personalising experience on the onboarding journey
Each user has goals, needs, and reasons for using the app, so I want to improve their experience with problems.
Each user has goals, needs, and reasons for using the app, so I want to improve their experience with problems.
Read more
Read more
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Information Architecture
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User Research (B2C)
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UX Design
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End-to-end experience
End-to-end
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