114 screens · Screen Recording · recorded Jul 2024
FitnessReverse trialpaywall: none during onboardingvalue prop carouseltutorial demosocial proof heavy
1245Sign in with Apple before you've seen anything, framed as 'sign in now to find your plan.' Apple sign-in keeps friction low and hands them your email, but it's still account creation before any value. The bet is that gating 'your plan' behind it reads as setup, not a wall. I'd watch drop-off here versus pushing signup past the team match.67891011121314'Ladder is different. Most fitness apps are playlists of random workouts.' They name the competitor pattern and position against it: brand new workouts every Sunday, programmed for results. Good spot to plant the differentiator before asking for anything.15The whole onboarding is built around matching you to a 'team' and a coach. That reframes a workout app as joining something, which sets up the community and accountability later. It's also the personalization hook: pick a style, get a fitted plan.1617Pick your exercise styles and equipment, up to 3 each, and the match count updates live (15 matches, then 11). Showing the count move as you filter makes the matching feel real instead of cosmetic. Light zero-party data that should show up in the team they hand you.1819Coach cards with a real photo and a one-line promise ('build a toned lean body with pilates x strength training'). You're choosing a person, not a tier. Picking a coach is a small commitment that raises buy-in before you've trained once.202122232425262829A welcome video from your actual coach, Dr Robin, talking to you directly. Most apps would use a static bio. A face and a voice build the relationship the team and chat lean on later, and it's a value moment before the trial clock starts.3031323334353637383940414243444546474849The reverse trial laid out as a timeline: now do your welcome workout, Day 5 reminder, Day 7 trial ends, then choose monthly or annual. No card asked here. They give you the product first and let the workout sell the plan. Putting the Day 5 reminder on-screen is honest and probably cuts angry cancels.50Notification permission framed by what you'll get: trial-end reminder, coach messages, new workouts every Sunday. Benefit framing beats the generic iOS prompt. 'Yes, remind me' against 'maybe later' nudges the yes.51You can't unlock the full plan until you finish the welcome workout. That's the activation event: they make you feel the product before any trial decision instead of dropping you on a dashboard. Gating access behind one real rep is smart.525354555657Apple Health ask framed as 'effortless heart rate and calorie tracking,' with the benefit stated before the system sheet. Tying the permission to a payoff lifts grant rates over asking cold.5859Connect Spotify, 'the best workouts deserve the best music.' Low-stakes integration that makes the first workout feel more like yours, with a skip so it isn't a blocker.6061626364656667686970717273747576777879They ask you to rate the workout right after you finish it, in exchange for a badge. Capturing sentiment at the peak, and the badge gives a reason to tap. This is the in-app rating, but the same timing works for an App Store review ask.8081828384Badge progression: complete 3 workouts to unlock your 6-week strength series, 20 to unlock a limited edition badge. Goal gradient running through the trial window, giving you a reason to come back across the 7 days, which is exactly when the plan has to prove itself.858687888990The Wall: 27,060 workout completions, 'join the wall.' Social proof by raw volume right after your first workout, so you feel like you joined an active crowd instead of an empty app.919293Congrats on your first workout, and it unlocks team chat as the reward. They time the community unlock to right after activation, so the social hook lands while you're feeling the win.9495Real team chat with members posting weekly goals and progress photos. This is the accountability layer doing the retention work. People who feel watched by a group show up more, and it's content the app didn't have to write.96979899100101102103104105106107108109110111Invite friends to earn rewards, plus early access to Monday's workout. A referral loop dropped in after activation. The 'when they subscribe' wording on the gear reward ties payout to real conversions, not just signups.112113114
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