ASL Bloom is a sign language learning app designed to help users learn American Sign Language (ASL) through structured lessons, interactive tools, and cultural insights.
The project involved redesigning the onboarding experience to improve user engagement and trial conversion rates.
Key activities included:
The goal was to create a streamlined onboarding experience that aligns with user needs, clearly communicates the app's value, and increases trial conversion rates.
Based on our agency's experience with similar apps, the original flow appeared outdated and lacked several proven onboarding elements:
Missing clear testimonials or data that could build trust and encourage immediate engagement.
The old flow described "what" the app offers without emphasizing "why" it matters to the user or how the features help them achieve their goals.
The paywall screens did not articulate the connection between the app's features and the users' desired outcomes (e.g., mastering ASL for communication or professional development).
To determine which features were most valuable to users, we conducted a MaxDiff survey. The results showed that three features stand out:
Through the feedback of users, we uncovered the following:
The screen showcasing teachers was often overlooked, with participants unsure if they were Deaf or how they contributed to the learning experience.
Users expressed interest in seeing support for other sign languages or at least an indication that learning material is accessible worldwide.
Many interviewees wanted assurances that lessons are taught by qualified individuals (preferably Deaf educators) and that cultural nuances were accurately represented.
Learners appreciated any mention of international reach and the availability of sign language resources beyond ASL, signaling the app's broader relevance.
Users emphasized the importance of promoting inclusivity for Deaf individuals, expressing that using the app was a way to contribute to broader social change and reduce communication barriers.
Challenges Identified:
Integrate social proof (testimonials, user stats) and emphasize ASL Bloom's benefits, while highlighting our Deaf educators' expertise and international teaching presence.
Present the most valued features (sign bank, practice mode, slow down function) prominently before any paywall prompt, hypothesizing that early exposure to core benefits increases conversions.
Focus on specific user goals (improving communication, professional growth, connecting with Deaf community) and strategically link these desired outcomes to premium features.
Showcase authentic international user stories and valuable Deaf culture insights throughout the experience, strategically aiming to boost user trust and enhance sense of inclusivity.
The sign-in screens set the stage for engaging diverse user segments by immediately showcasing the app's inclusivity and relevance. Featuring real photos of teachers and learners demonstrates that ASL Bloom is suitable for users with varied backgrounds and goals.
By highlighting endorsements from professionals in deaf education and showcasing the app's proven success, this group builds trust and credibility. It reassures new users that they are investing in a trusted and effective solution.
Understanding the user's background, current proficiency, and learning challenges helps personalize their journey. Tailored onboarding ensures the app feels relevant, setting the stage for higher engagement and satisfaction.
Quiz changes/additions
This group focuses on connecting users to the broader significance of ASL. By exploring their background in deaf culture and affirming the social value of ASL, these screens create a personal and emotional connection, boosting motivation to continue learning.
Customizing the learning experience based on users' interests and time availability ensures realistic progress expectations. By displaying tangible outcomes (e.g., words/signs learned per day), the app encourages commitment and sets clear goals.
Breaking the paywall into two screens simplifies the decision-making process. The first screen reinforces the app's value by emphasizing key features.
The second screen focuses on the trial timeline to reduce friction in committing to a subscription.
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Conversion Rate
ARPU
By implementing our research-driven onboarding flow, emphasizing social proof, teacher credibility, and top user-requested features before the paywall, we created a more relevant and motivating introduction to ASL Bloom. This approach ensured that users immediately understood how the app's functionalities alignedcwith their specific learning goals.
EF Hello partnered with Applica to bring clarity and structure to their performance marketing efforts. Despite a highly competitive EdTech landscape and major analytics challenges, Applica helped to scale globally and unlock key creative insights for future growth.
