CASE STUDY: OMADA ONBOARDING
Context & goals
Omada is a health app that helps people manage chronic conditions like high blood pressure and type 2 diabetes. In this project, my team reimagined app onboarding to deliver a more engaging, informative, and motivating first experience. Our primary goals were to increase early engagement (first-month app logins) and the percentage of users who expressed interest in working with an Omada health coach (another key company metric).
My role
As the content designer, I owned the content strategy and execution, collaborating closely with product design, product management, and UX research.
Process
We reviewed the existing onboarding flow, analyzed drop-off data, conducted research to identify pain points and opportunities, and created a revamped onboarding experience based on our findings.
Step 1
We spoke with users about our original onboarding flow (the five screens below) to understand what was and wasn’t working. Many users skimmed the content, reading only headlines, while those who read it in full found it well written but not particularly helpful. Users also described the experience as generic (not personalized) and disjointed, with separate sign-in and program application flows. As a result, many were left with questions about how Omada worked and how it would help them.
We also looked at past research to understand what users found most valuable about Omada. A theme emerged: users appreciated how Omada breaks big goals into smaller steps without relying on overly restrictive dieting or drastic overnight changes. These core benefits were mostly missing from the existing onboarding experience.
Step 2
The product designer and I gathered onboarding experiences from other companies for inspiration. We looked for approaches and patterns that could fit our business and address user issues identified in research.
We saw trends in interactivity, personalization, and bite-sized content that we thought we could adopt for our project.
Step 3
After conducting research and gathering inspiration, I partnered with the product manager and product designer to outline a new onboarding flow to meet user needs. We looked beyond onboarding (integrating a sign-in screen and a key question about working with a health coach from an earlier application flow) to create a more seamless experience that better highlighted the value of Omada and our coaches.
After several iterations in Miro and Figma, we landed on this refined onboarding outline.
Step 4
I built the final content in Figma and partnered with the product designer on layouts and imagery. We created a more personalized experience using branching logic that explained Omada more clearly and concisely. After legal review, we launched the new experience via an A/B test.
Results
The results of the A/B test exceeded our goals. Users who logged in five times within the first 14 days increased from 58% to 69%, and users indicating interest in working with an Omada health coach increased from 47% to 63%.
Bonus content!
We made the new onboarding flow feel more interactive and personalized by adding questions and follow-up screens with unique responses based on users’ selections. Below are examples of these dynamic screens.
A quick iteration
Soon after launching, we heard from a few health coaches that some members were entering silly or inappropriate names in the name field at the start of onboarding. We realized we hadn’t explained how these names would be used (they would appear to health coaches and in message board posts). We thought we could address this by clearly explaining how names show up in the app.
We tried to provide clearer context while keeping this early screen as streamlined as possible.