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Health Fitness

Natural Cycles onboarding flow

36 screens · Screen Recording · recorded Jul 2024
Health FitnessSoft paywall · trial requiredpaywall: post onboarding quizquiz drivengoal settingsocial proof heavyfeature list

Natural Cycles pricing and paywall terms

Annual $119.99/yr ($9.99/mo, free NC Thermometer, save $84) vs Monthly $16.99 + $39.99 thermometer vs 4-week trial $0 then $119.99/yr

Natural Cycles onboarding screen 1: Splash leads with 'Cleared by FDA' and the CE mark before anything else1
Splash leads with 'Cleared by FDA' and the CE mark before anything else. For a birth control app, trust is the whole sale, so the regulatory badge goes first.
Natural Cycles onboarding screen 2: 'The only FDA Cleared birth control app.' One claim, one CTA2
'The only FDA Cleared birth control app.' One claim, one CTA. They pick the single thing no competitor can say and put it on the first screen instead of a feature carousel.
Natural Cycles onboarding screen 4: 'We never share your data' before a single question4
'We never share your data' before a single question. Post Roe, period and fertility data is a real fear, so they answer the privacy objection up front, before asking for anything sensitive.
Natural Cycles onboarding screen 6: Asking your name first is cheap and pays off all flow: they come back with 'Nice to meet you', 'Thanks for…6
Asking your name first is cheap and pays off all flow: they come back with 'Nice to meet you', 'Thanks for sharing' and 'Nearly there' using it. Small warmth that makes a medical quiz feel like a conversation.
Natural Cycles onboarding screen 11: Three benefits before the quiz: 'Hormone-free with no side effects', 'FDA Cleared & certified in Europe'…11
Three benefits before the quiz: 'Hormone-free with no side effects', 'FDA Cleared & certified in Europe', 'Puts the power in your hands.' The last one is the emotional hook. Hormone-free is the wedge they come back to for the rest of the flow.
Natural Cycles onboarding screen 13: 'Knowing your age helps us tailor your journey.' Giving a reason for every question lowers the ick of handing…13
'Knowing your age helps us tailor your journey.' Giving a reason for every question lowers the ick of handing over personal data, and they do it on nearly every screen here.
Natural Cycles onboarding screen 14: Goal question with very different jobs: 'Prevent pregnancy', 'Get pregnant faster', 'Track my pregnancy'…14
Goal question with very different jobs: 'Prevent pregnancy', 'Get pregnant faster', 'Track my pregnancy', 'Recover from childbirth'. One app covering the full fertility life cycle, and this answer decides which product you get sold later.
Natural Cycles onboarding screen 16: '93% effective with typical use and 98% with perfect use.' They put the typical-use number first instead of…16
'93% effective with typical use and 98% with perfect use.' They put the typical-use number first instead of hiding it. Leading with the honest stat is how a medical app earns the trust to charge $119.99.
Natural Cycles onboarding screen 17: Asking what birth control you use now sets up a direct comparison on the next screen17
Asking what birth control you use now sets up a direct comparison on the next screen. The question is really a switching funnel.
Natural Cycles onboarding screen 22: Side effects as a multi-select: 'Depression', 'Loss of libido', 'Weight gain', 'Mood swings'22
Side effects as a multi-select: 'Depression', 'Loss of libido', 'Weight gain', 'Mood swings'. They make you name your pain with the current method right before pitching the alternative. Classic problem agitation, and the Skip button keeps it low friction.
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Natural Cycles onboarding screen 23: 'You're not alone: 1 in 3 of our users reported negative side effects.' Validation plus a stat, then a CTA…23
'You're not alone: 1 in 3 of our users reported negative side effects.' Validation plus a stat, then a CTA that says 'Go hormone-free' instead of 'Next'. The button copy does the selling.
Natural Cycles onboarding screen 27: 'This helps us get insights into your cycle regularity.' Another reason attached to the question27
'This helps us get insights into your cycle regularity.' Another reason attached to the question. It makes the quiz feel like intake at a clinic, which fits the medical positioning.
Natural Cycles onboarding screen 28: Real app UI with the temperature chart and fertile window28
Real app UI with the temperature chart and fertile window. Showing the product mid-quiz tells you what you'll actually get instead of describing it.
Natural Cycles onboarding screen 2929
Natural Cycles onboarding screen 30: Cycle changes as tags you tap: 'Emotions', 'Bleeding', 'Skin changes', 'Sex & libido'30
Cycle changes as tags you tap: 'Emotions', 'Bleeding', 'Skin changes', 'Sex & libido'. Quick to answer, and it opens the door to tracking features beyond contraception.
Natural Cycles onboarding screen 32: Branching follow-up: pick 'Emotions' and you get a second screen of feelings to tag32
Branching follow-up: pick 'Emotions' and you get a second screen of feelings to tag. The quiz adapts to your answers, which makes it feel personal and not like a fixed form.
Natural Cycles onboarding screen 33: 'Get PMS reminders, personalized insights and more by tracking your cycle.' They echo the symptoms you just…33
'Get PMS reminders, personalized insights and more by tracking your cycle.' They echo the symptoms you just tagged back as benefits. Personalization continuity done in one screen.
Natural Cycles onboarding screen 35: 'Our algorithm analyzes hormone-driven temp shifts to find ovulation.' A simple animated chart explains how…35
'Our algorithm analyzes hormone-driven temp shifts to find ovulation.' A simple animated chart explains how it works in one line. Answers the 'how can an app be birth control' question before it becomes an objection.
Natural Cycles onboarding screen 37: Apple Watch, Oura and their thermometer on one screen37
Apple Watch, Oura and their thermometer on one screen. Letting people use a device they already own lowers the setup cost, and it borrows Apple and Oura's credibility.
Natural Cycles onboarding screen 39: 'This can help you start measuring sooner.' Framing the device question around speed to value39
'This can help you start measuring sooner.' Framing the device question around speed to value. If you already own a Watch or Oura, you can start tonight.
Natural Cycles onboarding screen 40: 'Do you plan to purchase either device?' Probes purchase intent, likely to decide whether to push the free…40
'Do you plan to purchase either device?' Probes purchase intent, likely to decide whether to push the free thermometer or the Oura discount at the paywall.
Natural Cycles onboarding screen 41: 'Routine is very important to me' vs 'I'm not a routine person.' A personality question that's really a…41
'Routine is very important to me' vs 'I'm not a routine person.' A personality question that's really a product-fit question: a morning thermometer only works for people who like routines. Smart way to route users without making it feel like a sales question.
Natural Cycles onboarding screen 43: Loading screen with rotating proof: '3 million users in 160+ countries for more than 10 years.' Using the…43
Loading screen with rotating proof: '3 million users in 160+ countries for more than 10 years.' Using the wait to stack social proof is a solid pattern.
Natural Cycles onboarding screen 44: '95% of Cyclers said they would recommend Natural Cycles.' Naming users 'Cyclers' gives the community an…44
'95% of Cyclers said they would recommend Natural Cycles.' Naming users 'Cyclers' gives the community an identity. Small copy detail, nice touch.
Natural Cycles onboarding screen 45: 'Rated 4.8 stars with over 40k ratings on the App Store.' Third proof point on the loader45
'Rated 4.8 stars with over 40k ratings on the App Store.' Third proof point on the loader. The progress bar makes the wait feel like work being done for you.
Natural Cycles onboarding screen 47: The result: 'Our FDA Cleared, hormone-free birth control is a good fit for you!' Not much of a reveal after a…47
The result: 'Our FDA Cleared, hormone-free birth control is a good fit for you!' Not much of a reveal after a long quiz. I'd echo back something specific, like the side effects they picked or their goal.
Natural Cycles onboarding screen 48: 'NC Thermometer is the device for you48
'NC Thermometer is the device for you. Based on your routine and sleep patterns.' This is the payoff for the routine question. A concrete recommendation feels more personal than the generic fit screen before it.
Natural Cycles onboarding screen 49: Account creation after the quiz with 'Your customized setup is saved for the next few minutes!' Mild loss…49
Account creation after the quiz with 'Your customized setup is saved for the next few minutes!' Mild loss aversion: sign up now or lose what you just built. Good placement after they've invested in 20+ answers.
Natural Cycles onboarding screen 61: 'Before you start' consent wall: 18+ confirmation, 'no birth control method is 100% effective', not…61
'Before you start' consent wall: 18+ confirmation, 'no birth control method is 100% effective', not protection against STIs. The regulated-device tax. Long, but it can't be skipped, so they put it after signup when commitment is already high.
Natural Cycles onboarding screen 64: ATT prompt stacked right on top of the medical consent64
ATT prompt stacked right on top of the medical consent. Asking to track you across apps seconds after 'We never share your data' is an odd look for a privacy-sensitive category.
Natural Cycles onboarding screen 67: 'A little extra help.' Notification ask framed as gentle reminders and cycle info67
'A little extra help.' Notification ask framed as gentle reminders and cycle info. Softer than 'turn on notifications', though 'updates and offers' at the end undercuts it. I'd frame it only around the daily measurement reminder, since that's what makes the app work.
Natural Cycles onboarding screen 70: Device picker before pricing: thermometer tagged 'FREE', Oura '$40 OFF', Apple Watch70
Device picker before pricing: thermometer tagged 'FREE', Oura '$40 OFF', Apple Watch. Choosing hardware first makes the subscription feel like part of a kit. The free thermometer is the bundle hook for the annual plan.
Natural Cycles onboarding screen 74: 'Can't decide?' expander with user quotes per device: 'Cyclers who don't like wearing devices while they…74
'Can't decide?' expander with user quotes per device: 'Cyclers who don't like wearing devices while they sleep love the routine...' Letting users self-select by lifestyle instead of specs.
Natural Cycles paywall with pricing, onboarding screen 8181
Paywall: Annual $9.99/mo ($119.99 billed annually) with a free NC Thermometer and 'Save $84 a year', Monthly $16.99 plus $39.99 for the thermometer, and a '4 week Trial $0'. Bundling the $39.99 device free with annual is a strong anchor, it makes monthly feel like it costs more than it does. Note: tester's email shows in the footer, blur before publishing.
Natural Cycles onboarding screen 83: Paywall header carousel rotates 'FDA Cleared + CE Marked' and '100% Hormone-free birth control' above the…83
Paywall header carousel rotates 'FDA Cleared + CE Marked' and '100% Hormone-free birth control' above the plans. They repeat the two claims from the quiz right at the ask. Tester's email in the footer here too.
Natural Cycles onboarding screen 84: Checkout shows the thermometer at $39.99 struck through to $0 and free shipping, total $119.9984
Checkout shows the thermometer at $39.99 struck through to $0 and free shipping, total $119.99. Showing what you saved on the receipt reinforces the annual choice. Then a shipping form, since the device is physical.

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