DoorDash and Calm: Lessons in Onboarding
Breaking down the onboarding flows in DoorDash and Calm to see what makes them stand out (3 min read)
If you're here, you already know how important user onboarding is. We don't need to tell you that the average mobile app sees 77% of new users drop off after the first 3 days.
If you're looking to improve your own onboarding experience, and are looking for some inspiration, you've come to the right place.
The food delivery app: DoorDash
One of the biggest stages of friction, when you download a new mobile app, is the initial sign-up phase.
The process of signing up and the associated friction can’t be skipped, but can you transfer this friction to a later stage - to a point where you’ve already delivered some value to the user?
DoorDash’s onboarding shifts the friction associated with signing up closer to the end of the user journey, to get more new users to place their first order as quickly as possible.
DoorDash’s initial signup page has the regular email and Google signup options, but it also includes an option for continuing as a guest.
This is brilliant because DoorDash can let users explore its value - browse restaurants in their location and even add items to their cart - without signing up. Only when you need to place your order are you asked to fill in your address and other details.
If possible, you can also experiment with your onboarding flow to check if significant points of friction (such as signing up) can be backloaded to the later stage of the user journey, to a point after your users have seen value.
Having fun yet?
The mental fitness app: Calm
Calm is a meditation and relaxation app. If you ever use Calm, you’ll notice it starts delivering value immediately - right when the app is loading!
Calm’s onboarding has a few steps, including questions about my goals for joining (meditation, managing stress, sleeping better, etc). Due to this slightly longer onboarding, they have included some social proofing midway to motivate users to finish onboarding.
Very soon, I’m introduced to the home screen. An aesthetically pleasing design.
The background matches well with what the app promises to do: help us relax and dissolve all stress and anxiety.
But if you’ll notice, the first Daily Calm session is locked away, and only accessible to Premium users. It would be worth testing to show recommendations that users can actually spend time on, without having to commit to a Premium plan. The principle always being to deliver value before you ask for a commitment.
That’s it for this Spotlight. Thanks for joining us!
And while you’re here, remember, there are only 3 rules to life:
Be kind to everyone you meet
Don’t take yourself too seriously
Drink lots of water
See you next week!