1. Welcome & Value Compression

The previous onboarding began with a 3-screen slider explaining Ridely’s value proposition. Users needed to swipe through each screen to understand the offer.

This created passive consumption and delayed clarity.

UX Decision: Compress 3 screens into 1 high-impact entry point.

The new welcome screen:

• Features one of Ridely’s most well-known trainers

• Immediately establishes credibility

• Communicates the strongest value propositions upfront

• Creates excitement and perceived quality

By consolidating the message into a single, focused screen, we:

• Reduced friction

• Eliminated unnecessary interaction

• Increased immediate clarity

• Elevated brand authority

Instead of discovering value gradually, users now see it instantly.

The first screen answers:

“Why should I care about this app?”

2. Personalisation as meaningful impact

The previous onboarding did not include user goals, a critical motivational driver.

We introduced a short set of focused questions about:

• Riding experience

• Goals (new addition)

• Interests

This was not just data collection. It served two purposes:

1. Increase psychological investment

2. Enable true personalisation in the home experience

UX Impact

By including goals, the app could:

• Display more accurate videos

• Suggest relevant training programs

• Create a more tailored home feed

This closed the loop between onboarding input and in-app output. When users enter the app, they immediately see content aligned with what they expressed. Personalisation became visible, not abstract.

This strengthens perceived intelligence of the product.

3. Strategic Ridely PRO Introduction

Rather than presenting PRO as a separate sales push, we integrated it into the flow after users had:

• Understood the core offering

• Reflected on their goals

• Seen what the app can provide

This timing matters. The PRO screen combines three strategic elements:

1. Free Trial: users are offered a free trial as a low-risk entry point. This reduces commitment anxiety and reframes the decision as exploration rather than purchase.
2. Testimonials: social proof builds legitimacy. By showing real user experiences, we reduce perceived risk and strengthen trust. Testimonials help answer: “Does this actually work for people like me?”
3. Feature Breakdown: a clear summary of premium features ensures users understand:

• What they unlock

• What differentiates PRO

• Why it aligns with their goals

The objective was informed persuasion.

Not urgency. Not pressure.

But clarity.

4. Transparent Subscription Selection

Users are presented with clear pricing options, with the yearly plan emphasized as best value.

However, transparency was a design principle.

Key decisions:

• Clear pricing structure

• No hidden conditions

• Obvious skip option

• Balanced visual hierarchy

In subscription onboarding, dark patterns may increase short-term conversion but erode long-term trust. The goal was sustainable activation.

5. Seamless Transition into the App

Once users decide, whether starting a trial or skipping, they transition directly into a personalised home screen. This reinforces a key UX principle: effort must translate into visible value.

Because personalisation was built into onboarding, the first in-app experience reflects:

• Their riding level

• Their goals

• Their interests

Outcome

After the redesign, 72% of new users completed the onboarding flow, up from 58 % with the previous version.

The redesigned onboarding:

• Reduced unnecessary friction

• Compressed value communication

• Introduced meaningful personalisation

• Integrated PRO strategically

• Preserved trust through transparency

• Strengthened perceived product quality

Even without introducing new core features, restructuring timing, hierarchy, and personalisation logic significantly elevated the activation experience.