CASE STUDY: OMADA ONBOARDING
Context
Omada is a health app that helps people manage chronic conditions like high blood pressure and type 2 diabetes. In this project, we reimagined onboarding to create a more engaging, informative, and motivating first experience.
Goals
Our primary goals were to increase early engagement (first-month app logins) and the percentage of users who expressed interest in working with an Omada health coach.
My role
I led content strategy and execution, partnering closely with product design, product management, and UX research.
Process
We audited the existing onboarding flow, analyzed drop-off data, and conducted user research to identify key points of confusion and disengagement. We used these insights to define a new direction, then aligned cross-functional partners and launched a redesigned onboarding experience as an A/B test.
Step 1
We spoke with users to understand what was and wasn’t working in the original onboarding. Many skimmed the content, focusing on headlines. Those who read more closely found it well written but not very useful. Users also described the experience as generic and disjointed, with separate sign-in and onboarding flows.
As a result, many were left with basic questions about how Omada worked and how it could help them.
Past research told us that users valued how Omada broke big goals into manageable steps. These core benefits were missing from the original onboarding.
We also saw an opportunity to better explain coaching. The original question about interest in working with a coach was buried in a long flow and provided little context.
Step 2
We reviewed onboarding patterns from other products, focusing on approaches that addressed the issues identified in research. We gravitated toward interactivity, personalization, and bite-sized content.
Step 3
I partnered with the product manager and product designer to define a new onboarding flow built around simple, more personalized steps with branching logic.
After several iterations in Miro and Figma, we finalized the new onboarding structure.
Step 4
I created the final content and worked closely with the product designer on layouts and supporting imagery. After legal review, we launched the new onboarding as an A/B test.
Results
The A/B test showed strong improvements. Users who logged in five times within the first 14 days increased from 58% to 69%, and users indicating interest in working with a health coach increased from 47% to 63%.
A closer look
We made the experience more interactive and personalized, using questions and dynamic follow-up screens to tailor content to each user.
A quick iteration
After launching, we heard that some members were entering silly or inappropriate names in the name field. We realized we hadn’t explained how these names would be used (they appear to health coaches and in message board posts). We thought we could address this by adding some concise context.
