Healf App Onboarding

OVERVIEW.

Healf's mobile app offers a powerful wellbeing ecosystem, but new users receive minimal context about what makes it unique. This redesign introduces a strategic onboarding flow that communicates value upfront, captures personalization data, and positions Healf Zone as the key differentiator, all before asking for account creation.

The Challenge

Three issues i identified in the existing onboarding

Minimal value communication

Users don't understand Healf's complete ecosystem (supplements + insights + guidance) from the start

Unclear Healf Zone positioning

Healf Zone is not introduced as part of the onboarding, failing to communicate its value as the platform's key differentiator

No personalization capture

No user preferences captured during onboarding, missing the opportunity to personalize product recommendations and content

The Proposed Solution

A 4-screen progressive onboarding that:

Clearly explains Healf's three-part ecosystem (supplements + insights + guidance)

Dedicates a full screen to summarize Healf Zone's unique value proposition upfront

Captures user wellness goals through Four Pillars selection

Moves account creation to the end, after value is demonstrated

DESIGN SOLUTIONS.

Before Redesign

After Redesign

Design Decisions

Why Four Pillars personalization?

This multi-select interface captures user wellness goals during onboarding, enabling immediate experience personalization. Users can select multiple focus areas (EAT, MOVE, MIND, SLEEP), allowing Healf to recommend relevant products and content from the start.

Why dedicated Healf Zone screen during onboarding?

By dedicating a full screen to explaining Healf Zone's value proposition, users understand the blood testing benefit immediately rather than discovering it later through exploration. This positions Healf Zone as a core offering, not an add-on, increasing adoption from day one.

Why add account creation in onboarding?

Following conversion best practices (similar to Headspace, Calm, and Ritual), we show value before asking for commitment. By moving account creation to the end of onboarding, after users understand what Healf offers, we reduce sign-up friction and increase completion rates.

Expected Impact

Increased sign-up conversion through upfront value proposition/context

More personalized experience based on user goals

Increased Healf Zone awareness and adoption from onboarding stage

Significantly improved understanding of Healf’s ecosystem

Reduced support tickets through clearer upfront communication

NEXT STEPS & REFLECTION.

What I'd Do Next

Validate designs through user testing with 5-8 Healf users
A/B test new onboarding vs. current flow
Measure sign-up completion rate and Healf Zone click-through
Iterate based on real user feedback

Reflection

Healf's current minimal onboarding likely serves experienced wellness consumers who arrive knowing exactly what products they want. For this segment, immediate access to search and browse reduces friction. However, this approach misses an opportunity with discovery-oriented users: those who need guidance understanding Healf's ecosystem.My redesign balances both user types: the 'Skip introduction' option preserves the quick path for informed buyers, while the progressive onboarding educates new users and drives Healf Zone adoption. The strategic bet is capturing more new users through improved onboarding, who then convert to Healf Zone subscribers. This outcome would likely outweigh any friction added for power users who can skip anyway.

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