Emphasizing Value Proposition to Improve User Onboarding Experience

Redesigning MyFitnessPal’s User Onboarding

The onboarding experience plays a critical role in the success of a product. Successful onboarding directly influences user acquisition and retention. But we often see that users abandon the process midway never to come back. Since onboarding lies near the top of the conversion funnel, getting it right is of the utmost importance.

In a recent 48-hour design challenge, I redesigned the onboarding flow of the MyFitnessPal app.

Overview of MyFitnessPal

MyFitnessPal app is a popular calorie tracking app that helps users achieve their target weight goal by helping them stick to a daily calorie intake limit.

MyFitnessPal dashboard for calorie tracking

The Current Onboarding Flow

The current onboarding flow of MyFitnessPal has 18 steps and can be divided into the following phases:

• Introduction and Goal Selection (Steps 1–6): Asking users to select up to 3 goals.

Steps 1–6: Introduction and Goal Selection

• Follow-up questions on goals (Steps 7–10): Follow-up questions on the goals

Steps 7–10: Follow-up Questions on Goals

• Collecting data for personalization (Steps 11–14): Collecting the user’s personal details such as height, weight, sex and weekly weight loss/gain target, required to calculate the daily calorie intake limit.

Steps 11–14: Data Collection for Personalization

• Account creation and data consent(Steps 15–17): Creation of user ID and password and getting users’ consent to process sensitive data.

Steps 15–17: Account Creation and Data Consent

• Completion (Step 18): Presenting users with their daily calorie…