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, my team reimagined app 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 (a key company metric).
My role
As the content designer, I led content strategy and execution, partnering closely with product design, product management, and UX research.
Process
We audited the existing flow, looked at drop-off data, and conducted research to identify key pain points and opportunities. Based on these insights, we designed a revamped onboarding experience.
Step 1
We spoke with users about the original onboarding to understand what was and wasn’t working. Many users skimmed the content, focusing on headlines. Those who read more closely found the content well written but not very useful. Users also described the experience as generic and disjointed, with separate sign-in and onboarding flows.
In the end, many were left with 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 without relying on strict diets or rapid changes. These core benefits were missing from the original onboarding.
We also reviewed how we asked about a person’s interest in working with an Omada coach and saw an opportunity to better explain what coaching is and how it helps people achieve their health goals.
The original question provided little context on coaching and was buried in a long application flow.
Step 2
The product designer and I gathered onboarding experiences from other companies for inspiration. We looked for approaches and patterns that could address user issues identified in research.
We saw trends in interactivity, personalization, and bite-sized content that we thought could help.
Step 3
After conducting research and gathering inspiration, I partnered with the product manager and product designer to outline a new onboarding flow that better highlighted the value of Omada and our coaches.
After several iterations in Miro and Figma, we landed on a refined onboarding outline.
Step 4
I built the final content in Figma and partnered with the product designer on layouts and imagery. We created a more personalized experience with branching logic that explained Omada more clearly and concisely. After legal review, we launched the new experience as an A/B test.
Results
The results of the A/B test were very positive! Users who logged in five times within the first 14 days increased from 58% to 69%, and users indicating interest in working with an Omada health coach increased from 47% to 63%.
And that’s not all…
We made the new onboarding flow feel more interactive and personalized by adding questions and follow-up screens with dynamic content.
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.
