YAZIO: One of the Best Onboarding Experiences, but There Is Something to Make It Even Better

In short

YAZIO personalizes its 100+ screen onboarding with three goal branches, opens with social proof, returns small value after each block of questions and ends with a four-screen paywall that sells the result by a date. It could still improve its progress indicator, the placement of its fingerprint commitment and the timing of its push notification request.

Leo · CEO, Segmently Smart Flow

Published · 3 min read

№ 197 in Health & Fitness, 100+ onboarding screens

👤500k, 💰2M - the past month's info

What you can learn

  • Personalized nurturing for main segments (3 main onboarding branches)
YAZIO onboarding map in which the main goal answer opens separate branches for losing, gaining or maintaining weight and building muscle
  • Starts onboarding with a slider featuring three types of social proof (using the priming effect, subsequent points will be perceived with greater trust)
YAZIO opening slider: welcome, a #1 Health & Fitness App award, a 4.6 rating from 1.5M ratings and 85 million happy users
  • After the user selects a goal that reflects their need, they enhance the user's motivation through the user's context, previous experience, habits, and expectations of need fulfillment
YAZIO questions about past weight gain, earlier attempts and what is different now, each followed by an encouraging screen
  • Clarifies reasons for past failures and explains why it will work with them now
YAZIO “What challenges did you face?” question followed by a “We’ll help you through it.” reassurance screen
  • After each block of questions, which also showcases (advertises) the functionality, they provide a small value (a bit of benefit) already during onboarding
YAZIO questions about celebrations, children, work schedule and setbacks, each followed by a short screen with a tip or reassurance
  • The entire onboarding feels like a consultation with a good specialist who picks the optimal plan specifically for you
YAZIO asks whether the user eats more on weekends and on which days, then confirms that calorie goals will be adjusted
  • They use the labor illusion effect to increase the perceived value of the app's work
YAZIO thank-you screen, a “We’re creating your plan” loader at 5% and a forecast of reaching 69 kg by 8 July
  • Excellent paywall block with 4 screens: 1. Show all the benefits of the purchase; 2. Display the entire timeline (when the subscription will happen, when they will notify about it, etc.); 3. A soft paywall that clearly states the result the user wants to achieve and the date when the result will be achieved (they are selling the result!!!!), and there's space for satisfied user reviews; 4. If the paywall is closed, they show another paywall with a 75% discount. It's one of the best paywall blocks I've seen!👆
YAZIO paywall block: premium benefits, subscription timeline, plans with the goal date and reviews, then a 75% off one-time offer

What can be improved

  • When the onboarding is long, a linear progress indicator is not very suitable, as it doesn't show progress between adjacent screens well – it can seem like the onboarding will never end
YAZIO onboarding screens 55 to 63 in a row: the thin progress line is almost full and barely moves from one screen to the next
  • The feature with commitment through fingerprint is usually used near the end of onboarding, employing the small request effect before asking for a bigger one. (Flo mentioned at the Gurtam meetup that this feature increased their conversion by 5%)
YAZIO screens 8 to 10: an extra goals question, a “Tap and hold the YAZIO icon to commit” pledge and a weight-loss experience question
  • It might be worth finding a more suitable place for the push notification request (add a separate screen after the question about the user's work schedule – there it will look appropriate), as it worsens the first impression and distracts from social proof on the first screens (priming can also have a negative effect)
YAZIO asks for push permission before the welcome screen; the suggested fix moves it to a “Remind me” button after the work schedule question

You can find the full analysis here.

Key takeaways

  • YAZIO nurtures its main segments with three onboarding branches built around the goal the user selects.
  • The onboarding opens with a slider of three types of social proof, so later points are perceived with more trust through priming.
  • After each block of questions, which also showcases the features, the user gets a small piece of value already during onboarding.
  • The four-screen paywall block shows the benefits, the full subscription timeline and the result with a target date, then offers 75% off if the paywall is closed.
  • On a 100+ screen onboarding, a linear progress indicator barely moves between adjacent screens and can make the flow feel endless.