Onboarding & Optmisation
Habit Building • Retention
COMPANY
Muslim Pro
MY ROLE
User Reacher & Designer
Duration
6 months
Overview
As part part of Muslim Pro’s re-branding exercise, we wanted to look into the onboarding process. The goal of the project is to cover four key moments: Sign Up → Set Up → AHA moment → Habit.
KEY OBJECTIVES
01 Creating an “AHA” moment
All cashback earned is redeemed as a discount on their monthly mobile bill
02 Building a habit with users
Customers should be able to browse and redeem the cashback via our mobile app
03 Improve Retention Rate
The website is target at non-subscribers who are unable to access the mobile app
Approach
We needed find out the key features of the app, the usability of the current onboarding, the value propositions of our competitors, and the goals and aspiration of our users.
By acquiring this knowledge, we would be able to design a journey that bring them to our key features ASAP while providing them with the tools to reach their goals quickly.
Internal Psych Framework Testing
We organized a workshop to delve into the user experience onboarding flow. By assigning a point to the issues they face, we would be able to identify critical issues needed to be solved
Start
End
Final Score: -30
Critical Issues to address
Users did not want to provide permissions (location & notifications) before understanding the value it provides
The current onboarding flow felt too long. Users would prefer to go straight into the app
When landing on the homepage, there was no clear guide for the user
Funnel Analysis
We ran a survey to identify participants that reads the Quran regularly or hardly reads the Quran. The survey also helped us to quantify the average time spent reading the Quran. Suitable participannts would be invited to take part in a usability testing session held on Google Meet.
Behaviors of a returning user?
The user must read the Quran for 2 mins a week, 3 weeks in a row
The user must track 3 prayers a day, 3 weeks in a row
Usability Testing
We ran a survey to identify participants that reads the Quran regularly or hardly reads the Quran. The survey also helped us to quantify the average time spent reading the Quran. Suitable participannts would be invited to take part in a usability testing session held on Google Meet.
Data
600+ Survey respondents
10 Usability Testing Sessions
Wireframes Tested
Insights
“Why do I need to setup so many permissions before I even start experiencing the features”
“I feel that the current on boarding is too long. I would rather go straight into the app and explore at my own pace.”
“How does minute read in the Quran relate to my Quran reading progress?”
Data
The Quran is the most popular feature on the app
Users who read the Quran for 2 minutes and track 3 prayers per week are likely to become returning users
Usability
Initial Idea
In the initial iteration of our goal priming, we incorporated a weekly minute tracker. However, our users didn't resonate with this concept, as it did not reflect their Quran completion progress.
What we changed
To address this, we adjusted the graph to represent an achievable goal of reading 6 pages (1 chapter), in relation to the Quran.
Initial Idea
In addition to the weekly minutes tracker, we initially aimed to implement a tier system based on users' weekly reading minutes. However, this idea did not resonate our users as reading the Quran for 30minutes doesn't make you an "expert".
What we changed
Instead, we opted for a self-chosen goal system, empowering users to make conscious decisions about their reading objectives. Additionally, we revised the copy to align with the desired reading intensity.
Nudging Users to
the Quran & Tracker
UX Psychology applied:
Progressive Disclosure
This is our AHA moment.
Based on our data analysis, we've identified that reading the Quran and tracking prayers are key features of the app. When a new user logins, we want to highlight these key features, and getting them to experience the value of the app, creating an “AHA” moment.
Fresh Install State for new users
Muslim Pro’s Quran & Prayer Tracker
Building a habit
UX Psychology applied:
Goal Priming
UX Psychology applied:
IKEA Effect
This is when the user form a habit of using the app.
Based on our research, we found that our user aspire to complete reading the Quran and being consistent with their 5 daily prayers.
Therefore, after ever reading session, we want to prime our users with goal of 10% Quran completion within three weeks. This allows the user to track their progress while we fulfil the criteria of a returning user.
Upon reaching the initial milestone of three weeks, we leveraged the IKEA effect by allowing the users to “build” their own goal.
Week 1
Week 2
Week 3
Weekly Quran
Completion
Goal Setting
Free Premium
Trial
Goal Priming
Week 1
2 pages
Week 3
🎯 6 pages
Impact
Once the project went live, we tracked the results for three months. Based on results, we can conclude that the optimization was sucessful and implementing travel eSIMs is the correct decision.
ACTIVATION COMPLETED
463,570
INCREASED RETENTION RATE
24%
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Thank you for your interest in my work!
Made with sweat + tears. © 2025 Joshua Lau