What's happening in the field?
In order to get a better understanding of how competitors handle their onboarding I downloaded some direct and indirect competitor apps. (see figure below)
I quickly realized that direct competitors like Aaptiv and Daily Burn were not allowing users to have access to the content without signing up first - the first screen when you launch the app is the log in screen. Users have no idea what they are signing up for or if the product will live up to the promises.
Another point that stood out to me was that only half of the apps I audited had a questionnaire before sign up. An assumption is that users feel like they have invested time and information and want to move forward with signing up to get their results.
Key Points to bring into design solutions:
1. Ask questions up front - I want users to feel like they have control from the moment they open the app by asking specific questions to help them make the most of their time.
2. Provide free content - Outside of Youtube, there was no other direct competitor that offers free content
3. Keep it short - Most competitors have a very short onboarding process
4. Address the market gap of providing free content without commitment