Sleep Ritual helps our users build healthy sleep habits using CBTi (cognitive behavioral therapy). Through personalized sleep coaching and research based insights Sleep Ritual helps user’s live happier and healthier lives
2 Highest Areas of Impact
Web Onboarding
First App Experience
My Roles: Activation Product Designer
By nature of a startup, whatever the team needed, that’s what I did. If I had limited experience, I would figure it out. This lead to delving into every part of our design and engineering process.
Analytics
Launch Planning
UI / UX
Motion Design
QA
Area of Impact 1
Mobile Web Onboarding
+57% increase in subscription
32+ tests launched
Process
An unconventional onboarding approach
At Sleep Ritual we adopted a new web onboarding paradigm - questions or quiz flows. Rather than limiting the number of clicks to purchase, question flows can have 70+ steps before a user views a signup or pricing screen. The approach leverages a deep understanding of behavioral psychology to increase user intent that, when done correctly yields massive results.
Benefits of a long onboarding:
1. Increases investment into product 2. Personalization 3. Critical ad targeting data 4. Can charge a higher rate
The Problem
Through a combination of talking to user’s and digging into analytics, there were 3 main problems that we identified.
1. Core feature not adequately communicated
2. Not feeling like the product was for them
3. Paywall drop off
Onboarding Problem 1:
Core feature not adequately communicated
Sleep Reset is a high ticket item for a reason. We had live coaches that created programs for each user. User’s could chat with each coach on a daily basis. The problem, our onboarding flow did not convey that selling point. Since that was what our user’s valued the most in the product, we wanted to ensure that we communicated that upfront.
Solution: Onboarding Coach Match Experience
Onboarding Problem 2:
Not clear expectations on how long the program would take.
Our refund rate was high. After 10 days, we talked to user’s to understand the reason for drop off. It become apparent that the amount of time it would take for user’s to see results was unclear.
Solution: live updates of time expectation based on user answers
Onboarding Problem 3
Paywall drop off & high paywall drop off
Our refund rate was high. After 10 days, we talked to user’s to understand the reason for drop off. It become apparent that the amount of time it would take for user’s to see results was unclear.
Solution: creating a multi-step paywall to increase clarity and boost motivation
Results
Area of Impact 2
First App Experience
+38% in day 3 retention
Our Approach
A core part of the Sleep Reset program is the concept of “sleep restriction”, a process of shortening sleep to create sleep pressure. Overtime the number of times you wake up decreases. Talking to our user’s, they didn’t understand how the process worked and how long it would take. If a user requested a refund, not understanding the program was often cited as a reason for doing so.
Solution: an animated illustration to help communicate the program
