Fitbit onboarding screen 4: 'Take the next step toward a healthier, more active life' with 'Sign in with Google' as the main button and…

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'Take the next step toward a healthier, more active life' with 'Sign in with Google' as the main button and 'Sign in with Fitbit' as the secondary. Account first, before any value. The Google account is the price of entry now.

Fitbit onboarding screen 8: 'Looks like you're new to Fitbit

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'Looks like you're new to Fitbit. We couldn't find a Fitbit profile associated with this Google account.' The Google migration shows up in onboarding: they have to split new users from old Fitbit users who need to move their profile over.

Fitbit onboarding screen 9: 'Understand your privacy on Fitbit.' A long legal read with 'Agree and continue'

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'Understand your privacy on Fitbit.' A long legal read with 'Agree and continue'. This is the first of several consent screens in a row before you see anything of the product. Probably required, but it's a lot of reading before value.

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'Add Fitbit profile info': weight, height, sex, 'to calculate some metrics like stride length and speed.' A short reason for each ask, and the profile is 'private by default'. Clean.

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'Help build new products and advance health research.' An opt-in to share your health data for research, 'completely optional', with a 'No thanks' button that's as big as 'Agree & continue'. An honest pattern, and more friction before value.

Fitbit onboarding screen 14: 'Email and notification preferences' with News and updates plus Research invites already toggled on

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'Email and notification preferences' with News and updates plus Research invites already toggled on. Pre-checked opt-ins mean most people will say yes by just tapping 'Save & continue'.

Fitbit onboarding screen 15: 'What would you like to do?' Just use the app ('No device

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'What would you like to do?' Just use the app ('No device? No problem') or Set up a device. A good fork. Fitbit sells hardware, but they don't lock out phone-only users, which widens the funnel.

Fitbit onboarding screen 16: 'Take charge of your health right from your phone': record steps, track exercise, log meals, stay social

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'Take charge of your health right from your phone': record steps, track exercise, log meals, stay social. A static feature list. It tells instead of shows, and it comes after several screens of legal text.

Fitbit onboarding screen 19: 'Use your phone to track metrics with Fitbit?' Another long consent screen, this time for reading activity…

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'Use your phone to track metrics with Fitbit?' Another long consent screen, this time for reading activity data from the phone.

Fitbit onboarding screen 20: Tap 'No thanks' and you get 'Are you sure you want to skip mobile tracking setup?' with 'Set up now' first

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Tap 'No thanks' and you get 'Are you sure you want to skip mobile tracking setup?' with 'Set up now' first. A confirm dialog on skip adds friction to the path they don't want you on. Without phone tracking a no-device user sees an empty dashboard.

Fitbit onboarding screen 22: 'Try Fitbit Premium for 90 days at no charge

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'Try Fitbit Premium for 90 days at no charge. Cancel anytime.' Guided workouts, meditation, recipes, wellness reports as a checklist. The paywall shows up after consent screens and before you've tracked a single step.

Fitbit paywall with pricing, onboarding screen 24

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Annual is the default: '$119.88' crossed out to '$79.99/year, first 3 months for $0' versus '$9.99/month, first 3 months for $0'. The strikethrough is just 12 months of monthly, so 'save 33%' is the annual discount dressed up as a sale. And a 90-day trial is long. That's a lot of revenue leaking to people who would have paid after a week.

Fitbit onboarding screen 28: The Today dashboard: 'Exercise days 0 of 5', 'Energy burned', 'Weight: No data, Log your weight.' For a…

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The Today dashboard: 'Exercise days 0 of 5', 'Energy burned', 'Weight: No data, Log your weight.' For a phone-only user who skipped tracking, this is close to a blank dashboard. There's no guided first task.

Fitbit onboarding screen 29: A Premium card on the home screen right away: 'Guidance, insights, and inspiration to live your healthiest…

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A Premium card on the home screen right away: 'Guidance, insights, and inspiration to live your healthiest every day. Trial available.' A second ask seconds after closing the paywall.

Fitbit onboarding screen 31: The Coach tab opens with a tooltip: 'Coach is your hub for health & fitness content

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The Coach tab opens with a tooltip: 'Coach is your hub for health & fitness content. Try workouts & more in Available to you. For our entire library, get Fitbit Premium.' A few free workouts (like 'Quick total body Pilates') as a sample, with the rest behind Premium. Freemium done through content.

Fitbit onboarding screen 39: The You tab: 'Joined 2024', 'Get Fitbit Premium', Community (Family, Friends, Groups) and 'High heart rate…

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The You tab: 'Joined 2024', 'Get Fitbit Premium', Community (Family, Friends, Groups) and 'High heart rate notifications: Not available'. Features that need a device show as unavailable, which is a quiet pitch for the hardware.

Fitbit onboarding screen 42: Goals (Activity 5, Health 2, Mindfulness 1) and Badges like 'Happy Hill: 10 floors in a day'

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Goals (Activity 5, Health 2, Mindfulness 1) and Badges like 'Happy Hill: 10 floors in a day'. Gamification is there but you have to dig to find it. Nothing in onboarding points you at a first badge.

Fitbit onboarding flow

Fitbit pricing and paywall terms

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Fitbit pricing and paywall terms

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