Freeletics Onboarding Growth Hacks
The challenge
Freeletics uses AI to create personalized fitness programs, making onboarding one of the most critical moments in the product.
The Growth team had two goals:
- Increase subscription conversion
- Maintain the average purchase value
Improving one metric couldn’t come at the expense of the other.
My role
I led the UX work for onboarding optimization.
My responsibilities included:
- Analyzing funnel performance
- Defining new product metrics
- Running usability tests
- Synthesizing research insights
- Designing and validating new onboarding flows alongside product and engineering
Understanding the drop-offs
We combined analytics, new funnel metrics, usability testing, interviews and questionnaires to understand where users abandoned the onboarding experience.
One insight stood out: users didn’t see onboarding questions as friction. They saw them as proof that the app was creating a personalized training plan.
That completely changed our approach. Instead of removing questions, we redesigned the experience so every question reinforced the value of personalization, while delaying information that was only needed for account setup.
Outcome
The redesigned onboarding reduced friction without reducing confidence in the product.
During experimentation we achieved:
- 40% increase in conversion rate
- No reduction in average purchase value
- A simpler onboarding focused on user value rather than product configuration
