Beauty & Wellness
BrightLeaf Wellness: Redesigning the App Journey for Higher Conversion
BrightLeaf Wellness lost most trial sign-ups before the second visit. We redesigned the first week of the app around one clear action, and trial-to-paid conversion more than doubled.
Project overview
BrightLeaf Wellness is a wellness app with strong store reviews. People liked it, but most who started a free trial never opened the app twice, so few became paying members.
The brief: understand why trials were fading, and redesign the first week so more people reach the moment where the app clicks for them.
The challenge
Onboarding asked for a lot of information up front and offered several things to do at once. New users did not know where to start, and the plan comparison screen added more doubt.
The team had plenty of data on installs, but nothing on what happened between sign-up and the second visit.
- Long onboarding
- No clear first action
- Confusing plan comparison
Our approach
How we worked with BrightLeaf Wellness
Four clear steps, from the first look at the numbers to a result the team could keep building on.
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Map the first week
Every screen and message from sign-up to day seven, with drop-off at each step.
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Pick one first action
Onboarding now leads to a single, rewarding first session.
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Simplify the plans
A clearer plan screen that explains the choice in plain words.
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Test and refine
Small changes tested against the old flow before each release.
The results
What changed in numbers
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2.1×
Trial-to-paid conversion
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68%
Finish onboarding in their first session
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4
Months from research to release
The work
A closer look
We thought we needed more features. GSynq showed us we needed a better first five minutes.
Services used
The services behind this result
More work
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