Onboarding & Activation

Habit Building • Retention

Project Info

As part part of Muslim Pro’s re-branding exercise, we wanted to improve the onboarding process to guide the users to reach their AHA moment. The hypothesis is that the user is more likely to return when they reach an AHA moment while using the app.

My Role

01

Researcher

Identify the key criteria for the AHA moment and any blockers to it.

02

Designer

Ideate, present and test an updated onboarding flow.

Research & Ideation

01

What is our user's AHA moment?

We tracked returning-users' behavior to identify the app's key features. This research showed us which specific actions drive retention.

Returning User definition map

TLDR - .

02

Are there any blockers to this AHA moment?

We ran a workshop to dig into the onboarding flow, identifying blockers to the AHA moment. By scoring each issue we found, we could prioritize key issues to fix first.

Reviewing the current onboarding process (Psych Framework)

Start

End

Final Score: -30

“I appreciate being able to set up my Adhans immediately. But overall, the onboarding is long"

03

Initial wireframes to reach the AHA moment

Our research taught us that the Quran and prayer tracker are our main features. We wanted to test if surfacing these features during the onboarding process would achieve the AHA moment.

Wireframes - updated onboarding flow

Wireframes - Increasing retention through goal setting

Goal priming

04

Testing and iterating

We identified participants from the survey that either reads the Quran regularly or tracks their prayers regularly. The session taught us that the goals should be aligned to the Quran completion rate rather than purely numbers (e.g 4 mins read this week).

Setting up permissions / Quran during onboarding

Going straight into the app

"I would prefer going straight into the Quran rather than setting it up during onboarding.”

Expert to beginner tier reader

Choosing own reading pace

"We shouldn't be judged solely based on minutes spent reading the Quran. Reading 30 minutes a day does not automatically make me an expert.”

Minutes read per week

Quran completion rate (%)

“How does minute read in the Quran relate to my Quran reading progress?”

Final Designs

01

Reaching the homepage as quickly as possible

The Quran and Prayer Tracker creates the AHA moments. We removed the entire onboarding process so that the users can interact with these features as quickly as possible.

Progressive Disclosure

Showing only essential information - Quran and Prayer tracker upfront, while hiding advanced or rarely used features in secondary layers until the user asks for them.

02

Setting goals

We wanted our new users to achieve: 3 prayers tracked or 3 minutes of Quran reading per week To motivate our users, we introduced weekly goals and goal tracking to the Quran and Prayer Tracker.

Goal Priming

Activate a user's pre-existing goals and guide their subconscious, goal-directed behavior without requiring conscious intention

03

Rewarding Users

Upon reaching the initial milestone of three weeks, we rewarded our users with one week of premium access. This would entice them to continue using our app while getting to experience the premium features.

04

Impact

Once the project went live, we tracked results over three months. The data confirmed the optimization worked — onboarding activations and retention both moved in the right direction, validating the AHA-moment hypothesis behind the redesign