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20

"The last time you counted calories, how were you doing it?" Using an app, a website, a spreadsheet. They're qualifying switchers.

22

"Which app did you use?" with MyFitnessPal first, then WW, Noom, Fitbit. They're asking so they can pitch against it on the next screen.

23

"Lose It! is a bit different from MFP." A competitor-specific rebuttal based on your last answer: privacy, 50 million foods, and "A NIH study found that 73% of committed members lost meaningful weight." Smart. Most apps ignore that you've used a competitor. This one answers it head on.

25

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"It all comes down to simple math." An explainer you opt into on the previous screen ("Would you like a quick overview of how calorie counting works?"). Good way to educate beginners without slowing down people who've counted calories before.

28

"There are two steps to determine your calorie budget." Explaining the method before asking birthday, height, and gender makes the personal questions feel necessary.

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"Step One is Done! We calculated your daily calorie burn." A checkpoint after the personal data. It confirms the questions went somewhere.

35

"Balancing sustainability and speed." They warn you the faster plans are harder to stick with, then highlight the one they recommend. Setting expectations here should help retention.

36

"Recommended for you: Accelerated. Eat 1,845 calories per day, lose 1 1/2 lb per week, about 9-11 weeks to reach goal." Concrete numbers and a timeline to your own goal weight. Swipeable plan cards make it feel like a choice while nudging the default.

37

"Vigorous" is the harder option at 1,595 calories. Showing the extreme makes the recommended plan feel moderate. A decoy, just not on a paywall.

38

"Your budget is 1,845 calories." The core number of the product, delivered before any signup or paywall. That's real value in the onboarding.

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"Our most successful members shift their calories around." The calorie schedule is a premium feature, but here it's framed as what winners do. They'll use that later.

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48

"Your Flexible Weekender Schedule": 1,733 calories Monday to Thursday, 1,994 Friday to Sunday. Very concrete, and it solves the real reason diets break (weekends). You're building something you'll want to keep.

49

50

"This is shaping up nicely!" The program card now shows three items filled in. Progress plus investment. Each section adds something you'd lose if you left.

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"Are you interested in watching your nutrition?" with an easy out: "No, I'll just focus on calories." Letting people skip a whole section keeps the long quiz from feeling mandatory.

57

"Which of these is the most important to you?" Lose weight, improve health, get stronger. Picking "stronger" leads into the protein explainer on 59.

59

"Protein: What muscles are made of." A short explainer, then "We'll ask a few questions about the foods you're currently eating." Telling you why the next questions matter keeps a long quiz moving.

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"Drumroll please...!" A small reveal moment before the recommendation. Cheap to build and it makes the result feel earned.

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"We recommend the Balanced strategy!" with the reason: "You aren't eating a lot of protein right now." The recommendation quotes your own answer back to you. That's what makes personalization believable.

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"This is looking really good!" Balanced Strategy: 81g protein, 242g carbs, 61g fat. Four of five program items done. They lean hard on the program card, and it works.

Lose It onboarding screen 70: Fasting style:

70

Fasting style: "Traditional Fasting" or "Reduce Nighttime Snacking: Close your kitchen after dinner." The second option is a friendly on-ramp for people who don't want to fast.

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"Would you like to receive fasting notifications?" with four options instead of a yes/no. The notification ask is tied to a specific feature you just set up, which is how you get opt-in.

79

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"We're almost ready to project your goal date. We just have a few more questions." A progress break before the lifestyle section, and it teases the payoff: a date.

81

"Your environment can influence your weight loss a lot." Explaining why before asking where you live. These are research questions as much as personalization.

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"Are any members of your family also trying to lose weight?" Could be the start of a household or referral hook. Nothing uses it later in this capture though.

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86

"What are your day-to-day obligations?" with "I'm a care giver" as an option. Empathetic questions like this and "emotional support system" make it feel more like Noom than a calorie counter.

90

"We're ready to project your goal date!" Anticipation before the loading screen. They've been teasing this date for ten screens.

93

"Calculating Your Plan" with "data from millions of successful members." Loading screen to show the work they're doing for you and to reinforce the personalization value.

95

"You'll reach 165 lbs on September 11, 2024." A specific date is the payoff, and the full program is laid out. Then "Save your program by creating an account." Account creation after value, framed as protecting what you built. That's the right place for it.

96

Create Account with email, password, and Sign up with Apple, plus a newsletter opt-in. Coming after the program, this should convert well.

Lose It paywall with pricing, onboarding screen 103

103

The trial paywall: "Unlimited free access for 7 days, then $39.99 per year ($3.33/month)." Today, Day 5 reminder, Day 7 charge, plus "How can I cancel?" and "2 taps to start, super easy to cancel." One plan, no monthly anchor. The copy is all about lowering trial fear rather than selling features.

Lose It onboarding screen 104: Decline and you get

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Decline and you get "Switch to Basic Plan": your Weekender Schedule, Balanced Strategy, and Intermittent Fasting all show a lock. "We'll clear those out." Loss aversion on the exact program you just spent eight minutes building. Very smart use of the investment.

Lose It onboarding screen 106: A second ask right after:

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A second ask right after: "Unlock Lose It!" with barcode scanning and "Premium users report on average losing 3X the weight." Two upsells in a row after a decline. 90%+ don't convert the first time, so they keep trying.

107

"Let's show you how you'll lose your first pound. When did you last eat?" They push you straight into logging a real meal. Great activation. The first action is the core habit, not a tour.

109

"Log your most recent meal by tapping (+)." A guided first task instead of a blank dashboard.

Lose It onboarding screen 113: Food search with verified results and a barcode button

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Food search with verified results and a barcode button. The barcode scanner shows up right here, but it's premium, so you'll hit that wall naturally.

117

"You'll lose 1 lb in 5 days if you log all your meals and stay under your daily budget." A concrete near-term win tied to the behavior. Good activation copy.

121

"Unlock your daily Protein intake." Macros are gated behind premium, which you only notice after they set a protein target for you in onboarding.

124

"50% Off New Member Deal! Upgrade today and log food even faster with Barcode Scanning." The discount comes after the first meal is logged, not right after the paywall. Timing it after you've felt the manual logging friction is clever.

Lose It onboarding screen 129: Water, Steps, and Sleep all say

129

Water, Steps, and Sleep all say "Upgrade to unlock." The free tier is genuinely usable, but the dashboard is full of reminders of what you're missing.

Lose It onboarding flow

Lose It pricing and paywall terms

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Lose It pricing and paywall terms

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