177 screens · Screen Recording · recorded Feb 2025
Learning / KnowledgeSoft paywall · trial optionalpaywall: post onboarding quizquiz drivengoal settingsocial proof heavyannual default with trialfeature listpricing anchor strikethrough
1234Opens with '#1 most downloaded book summary app' and a SensorTower citation. Leading with a ranking claim before you've seen anything sets the premium frame, and the Skip in the corner lets impatient users jump the carousel instead of dropping.567Account creation lands here, before any quiz or value. Capturing the email while intent is highest is deliberate, but asking for a password before they've felt anything is where flows like this leak. Worth testing signup after the personalization, once they're invested.891011121315161718192021First real question, 'what's your focus right now'. Zero-party data that should show up later in the recommendations and the paywall copy. Cheap to collect and it gets people committing answers early.2223Typical book (300+ pages, 8-10 hours) versus a Headway summary (key ideas, 15 minutes, listen and read). A clean value frame that justifies the product before asking for goals. This is the aha they're selling: same ideas, a fraction of the time.2425Choose up to 3 goals, multi-select with a cap. The cap keeps answers focused, and these goals get echoed downstream in the 'summaries for this goal' shelves on the home screen. Good personalization continuity.2627Open text habit entry with suggestions. Letting people type their own habit raises investment more than picking from a list, and it gives Headway a specific string to reflect back later.2829Pick your own weekly learning goal (7 summaries a month, etc). Setting the target themselves makes it their commitment, and it sets up the streak and progress mechanics that come next.30'Who do you want to become', typed in first person. Identity-level goal setting. People follow through on things tied to who they want to be, and this exact phrase gets reused in the commitment pact a few screens later.313233343536Pick a streak length, framed from 7-day 'promising' up to 50-day 'unstoppable'. You're choosing your own commitment before you've paid, which sets up the streak gamification waiting on the home screen.37A hold-to-commit pact written in first person with your own answers filled in ('learn one new idea every day... become a financially savvy investor'). Press and hold the fingerprint to seal it. A physical micro-commitment that pulls in everything you just told them, right before the value ramp to the paywall.38394041Frames the notification ask around the benefit first: '21 days may be a great start to build a habit'. Asking with a reason, and showing the times, beats the cold system prompt. Then they fire the real iOS dialog on the next screen.4243A 5-star testimonial that names the exact pain ('never have time to read a full book') plus a '150K+ Ratings' laurel. Social proof placed mid-quiz, while you're invested but before the price comes up. Good spot for it.44'You value self growth but may lack motivation to find time for it. Yes/No.' Agreeing puts the problem in the user's own words right before the solution and the paywall. Light agitation that raises perceived need.45Pick 3 books you've read or want to read, shown as real covers. A swipe-style micro-commitment that builds a library before the wall, and the recognizable titles (Atomic Habits, Rich Dad Poor Dad) make the catalog feel valuable.46474849'Book summaries you're interested in were saved to the library.' Closes the loop on the titles you just picked so the work feels banked. Cheap continuity that makes the catalog feel personalized.50Loading screen showing 'crafting your learning experience' with a 4.5-star rating and '30M+ users'. It reinforces the personalization value while you wait, and stacking social proof here keeps people from dropping during the pause.515253They slip extra yes/no questions into the loading screen ('do you want to give up when things get hard?'). A way to keep collecting commitment answers while the progress bar fills, instead of wasting the wait.54555657The trial timeline: today full access, day 5 reminder, day 7 cancel to avoid payment. Spelling out the 'we'll remind you' step lowers the anxiety that stops trial starts. Honesty doubling as a conversion tactic.5859The paywall itself is bare: 'Try 7 days for free, then $7.49/month billed yearly at $89.99', annual default with trial. The CTA carries the reassurance ('2 taps to start, super easy to cancel'). They built the value in the quiz, so the wall can stay minimal.606162636465Tapping away gives you an objection menu: 'need to think about price', 'prefer monthly', 'unsure how the trial works'. Routing the exit by reason lets them answer the specific hesitation instead of one blanket discount.6667Exit-intent second offer: a 'budget-friendly plan' with the annual struck down to $7.49/month and a monthly fallback, no payment before Feb 8. Most people never buy on the first paywall, so a cheaper second ask with a strikethrough picks up some of them. The brain mascot softens it.6869707172Drops you onto a real home screen with 'first step for today', 'start a streak', and summaries picked for your goals. No blank dashboard. There's an immediate first action and the goal-based shelves pay off the quiz.7374757677A gamified 'finalize your account 2/3' checklist with create account and confirm email checked off. Framing the leftover step as an achievement to claim nudges people to finish verifying their email, which is how they recover the confirmation.78798081828384858687888990919293949596979899100101102103104105106107108109110111112113114115116117118119120121122123125126127128129130131132133134135136137138139140141142143144145146147148149150151152153154155156158159160161162163164165166167168169170171172173'Grow together, invite friends' sitting on the activity tab. A referral loop tucked into the dashboard. If even a slice of users invite someone, that's CAC you didn't pay. Cheap to add, though easy to miss this deep in.174175176177
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