speechify-onboarding

How we increased Speechify install to
trial by 168%

My Role: senior designer

UX design, motion design, analytics

Tests launched

Our team launched 80+ tests over the span of 8 months

Impact of designs

168% increase in paywall conversion

Select onboarding screens

Context: Speechify is the #1 text to Speech app in the world. I was the sole designer contributing to the iOS onboarding - ideating and seeing tests through launch and monitoring analytics. The broader team had two conflicting ideologies Do we want to minimize the onboarding experience or build out a longer onboarding before the paywall. Over the span of 8 months, our team launched over 80 tests to verify which direction aligned with our product to increase the install to trial

Project goal

Increase install to trial

Because we have a yearly subscription that converted after a trial period, encouraging our user’s to sign up for a trial is crucial for company success.

Project goal

Our starting point

A strength of Speechify is the volume of new user’s. Since Speechify was already an established product with over 20 million user’s, we had an onboarding to start and work off from.

The original design

Understanding Weak Points

Process

The challenge

Speechify has multitude of features and personas that the product addresses. The challenge became building trust that Speechify is the right product for the various use cases. We bucketed our user’s into 3 different personas.

Solution: Dynamic Content

Once the user selected what they read the most for, we tailor the onboarding experience to align with their needs.

Impact of Paywall Optimizations

Successfully increased install to trial by 168%

Through multiple rounds of A/B testing, in aggregate we saw an increase of 22% in our activation metric. More importantly, user’s better understood.