onboarding with Taller.
onboarding with Taller.
01 / overview.
01 / overview.
Taller is a AI customised height increase tracker. Based on user's data, Taller creates a custom plan for users in exchange of a subscription. It hit a $70,000 MRR in a short span after launch mostly because of Twitter virality. The onboarding does the whole heavy-lifting of converting users, so we'll try to find patterns.
Taller is a AI customised height increase tracker. Based on user's data, Taller creates a custom plan for users in exchange of a subscription. It hit a $70,000 MRR in a short span after launch mostly because of Twitter virality. The onboarding does the whole heavy-lifting of converting users, so we'll try to find patterns.
02 / feedback mechanism.
02 / feedback mechanism.
The onboarding flow keeps asking questions related to one's height and in the end, they generate a report that can be accessed with a subscription. This plays two parts.
First, user does not feel like putting in unnecessary data in the app like on other platforms because the data is used to generate a plan.
Second, after user has put in enough data and onboarding enhances the problem, it creates enough FOMO to convert.
The onboarding flow keeps asking questions related to one's height and in the end, they generate a report that can be accessed with a subscription. This plays two parts.
First, user does not feel like putting in unnecessary data in the app like on other platforms because the data is used to generate a plan.
Second, after user has put in enough data and onboarding enhances the problem, it creates enough FOMO to convert.
03 / nailed the storytelling.
03 / nailed the storytelling.
A story has a hero. The hero desires something (taller height here). But they is always an obstacle to achieving that. So there needs to be a guide who can show hero the path to success. The guide needs to have authority and empathy to be taken seriously. And the life after success should be visualised by the user. Does Taller do that? YES.
A story has a hero. The hero desires something (taller height here). But they is always an obstacle to achieving that. So there needs to be a guide who can show hero the path to success. The guide needs to have authority and empathy to be taken seriously. And the life after success should be visualised by the user. Does Taller do that? YES.
Graphs helps the user visualise and feel excited that there is hope after all. Real user reviews build social authority and trust.
Graphs helps the user visualise and feel excited that there is hope after all. Real user reviews build social authority and trust.
04 / doubling down on the pain.
04 / doubling down on the pain.
Taller sets more fear by pushing out cost of being shorter. Dumb, I know lol. But for a teenager bullied at school for being short? Probably not.
Also the copy feels like a teenager's thoughts being directly spoken at. Builds instant connection and empathy.
Taller sets more fear by pushing out cost of being shorter. Dumb, I know lol. But for a teenager bullied at school for being short? Probably not.
Also the copy feels like a teenager's thoughts being directly spoken at. Builds instant connection and empathy.
05 / crafting anticipation.
The app does a great job at building anticipation and keeping the user hooked. And in the end, a confetti animation to tell the report is ready. By that point, user is probably on high hopes and high dopamine to buy a subscription.
And the creators realise that so even if the user denies subscription, they come up with a 33% discount. On denying that, they come up with a 3 days free trial. They just won't let you leave the high dopamine state. Brilliant.
05 / crafting anticipation.
The app does a great job at building anticipation and keeping the user hooked. And in the end, a confetti animation to tell the report is ready. By that point, user is probably on high hopes and high dopamine to buy a subscription.
And the creators realise that so even if the user denies subscription, they come up with a 33% discount. On denying that, they come up with a 3 days free trial. They just won't let you leave the high dopamine state. Brilliant.
05 / so what did we learn?
We learnt how to design for building tension and anticipation. Its not always necessary to make the onboarding as short as possible, especially when you can provide tangible value to user from the initial effort.
04 / conclusion.
We learnt how to design for building tension and anticipation. Its not always necessary to make the onboarding as short as possible, especially when you can provide tangible value to user from the initial effort.