Balance 2023 07 onboarding teardown

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Opens with a multi-select of goals: reduce stress, improve sleep, increase focus, improve mood. Zero-party data they can echo later, and picking your own goals raises buy-in. Good that it's multi-select since most people want more than one of these.

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'95% report less stress' with a progress bar up top. A social proof stat dropped early to justify the questions you're about to answer. The 'based on members who use Balance 5 times per week' footnote is honest and quietly plants the usage habit they want you to build.

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'What's the biggest source of your stress' (money, work, health, relationships). It's single-select, but stress usually comes from more than one place, so I'd test making it multi-select. Useful zero-party data either way.

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Asks your age to 'tailor guidance to your age group.' Framing it as personalization makes people more willing to hand it over. Whether age actually changes the program or it's just an investment step is what I'd want to confirm.

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'When would you like to meditate' feeds straight into the reminder setup a couple screens later. Capturing the intent and immediately turning it into a scheduled notification is a clean habit loop.

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Notification ask is framed by benefit first ('reminders help you build better habits') before the system prompt fires. Standard priming, and putting it right after they picked a meditation time makes the permission feel earned.

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'Creating program based on your goals' loading screen. Shows work being done for you and reinforces that the program is built around the goals you just picked. Cheap to build and it sells the personalization.

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'Your program is ready. Create an account.' Signup lands here, after the quiz and the personalized-program payoff, not before. Good call: you've built enough value that people push through the account step instead of bouncing on a cold form.

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Apple, Facebook, or email. Leading with the one-tap options lowers friction at the account step. Email's there for anyone who doesn't want to link a social account.

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The pay-what-you-can paywall. A full year free framed as a mission ('money shouldn't prevent you from improving your stress, sleep, and mental well-being'), with contribution buttons at $0/$5/$25/$70 and a note that it costs them $70 per trial. The ask uses reciprocity and anchors at $70, while $0 keeps it genuinely free. It then auto-renews at $69.99/year. A way to drive high trial starts and goodwill at once. I'd watch the split between $0 and paid contributions and the year-one renewal rate.

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Drops you onto 'Today's picks, Day 1 of 10, Foundations Plan' with a Start button, not a blank home. There's a first action ready plus a persistent 'claim your free 1-year membership' banner for anyone who closed the paywall. Clear first task and a second shot at the offer.

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