How an onboarding prototype proved positive indications of retention
Successful onboarding is more than just a good start—it’s the key to long term retention. Thoughtful, a seed stage start-up, launched their product to withstand the risk of churn by testing and iterating onboarding before development.
Net Promoter Score
80
Bain & Co, the source of the NPS system, suggests that above 50 is excellent, and above 80 is world class.
Product Market Fit Survey
40%
If at least 40% of respondents answer, “Very disappointed,” it suggests that the product has a strong fit with the market.
82%
Conversion in the live app
On a mission to disrupt the Wellness category.
Investors call it Wellness 3.0, where taking care of others is a form of self care. Think of it as the intersection of Calm, Headspace and a soft social network. At Thoughtful, we believe that our relationships help us endure long-term mental and physical illnesses and so does Harvard. According to their 80 year old, study on adult development, the single most important thing you can do for your health is to show up for others.
A sequence of steps from the onboarding flow designed to gain trust and engage users with prompts that encourage self-reflection.
Research
Coming right out of the COVID19 pandemic in 2021, we surveyed and interviewed potential consumers on the effects that social distancing had on their relationships. This is what we discovered:
The Voice of the Consumer research revealed a strong desire for a supportive community. People realized their circle of support (where they needed support), was smaller than they had originally thought.
When relationships fall by the wayside It feels like an intense chore rather than a spark of joy to reach out.
The one obstacle preventing people from initiating communication with their loved ones, particularly during challenging times, is the uncertainty of what to say.
Early on, a cohort of ‘Enthusiasts’ (our primary target persona) voiced that they were time poor and didn't have the energy to keep up with their social circles. The distance in their relationships with their loved ones grew both figuratively and literally. For me, it felt like a gargantuan job to stay on top of all the details that mattered for everyone that mattered.
Remembering important recurring days, such as birthdays and anniversaries was a high value, low effort way to stay in touch. These dates have emotional weight and we often don't put it on our personal calendars. Doctor visits and surgeries are other examples of this type of important day.
The pain points were insightful in their patterns and priorities but it wasn't enough to define the opportunity. There were risks to handling personal and sensitive information.
