Nutrition

Noom onboarding flow

142 screens · Screen Recording · recorded Jul 2024

NutritionSoft paywall · trial requiredpaywall: post onboarding quizquiz drivengoal settingsocial proof heavyone plan onlydiscount countdown timerfeature list

Noom pricing and paywall terms

Price after trial: Noom Weight 2-Month Plan $98.99 ($11.18/week)

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Noom onboarding screen 2: The whole quiz is framed as 'personalize your Noom plan' so every question feels like you're building… — The whole quiz is framed as 'personalize your Noom plan' so every question feels like you're building something, not filling out a form. That's the right setup: each answer is an investment that makes the eventual plan harder to walk away from.

Noom onboarding screen 3: First real question is the goal itself, 'lose 1-20 / 21-50 / over 50 lbs.' Leading with the outcome anchors… — First real question is the goal itself, 'lose 1-20 / 21-50 / over 50 lbs.' Leading with the outcome anchors the entire flow on what you want and quietly segments you by urgency from screen one.

Noom onboarding screen 4: Asking sex right away but justifying it first: 'sex and hormones impact how our bodies metabolize food.' The… — Asking sex right away but justifying it first: 'sex and hormones impact how our bodies metabolize food.' The reason-why lowers resistance to a personal question, and Noom uses this trick all over the flow.

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Noom onboarding screen 6: Current weight is the question most likely to make someone bail, so they soften it twice: 'we don't mean to… — Current weight is the question most likely to make someone bail, so they soften it twice: 'we don't mean to pry' before, and a reassuring 'thank you for sharing' after. Smart handling of a sensitive ask.

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Noom onboarding screen 10: Social proof with an oddly precise number, '3,627,436 people.' Exact figures read as more credible than… — Social proof with an oddly precise number, '3,627,436 people.' Exact figures read as more credible than 'millions' because they feel counted, not rounded.

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Noom onboarding screen 11: Borrowed authority: 'trusted by popular brands' and 'leading health insurance plans have partnered with us.'… — Borrowed authority: 'trusted by popular brands' and 'leading health insurance plans have partnered with us.' For a paid health app, third-party legitimacy does a lot of the trust work before the price shows up.

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Noom onboarding screen 13: Asking your insurance provider but reframing it as a benefit: 'you may become eligible to use Noom.' A… — Asking your insurance provider but reframing it as a benefit: 'you may become eligible to use Noom.' A data-collection question becomes a possible discount, and it qualifies you for their employer and insurer channel.

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Noom onboarding screen 16: Mechanism screen: habit change vs restrictive dieting, plus '78% of participants lost weight.' They pre-sell… — Mechanism screen: habit change vs restrictive dieting, plus '78% of participants lost weight.' They pre-sell how the product works before asking for money, so the price later maps to a method you already buy into.

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Noom onboarding screen 20: Letting you pick your pace, 'as fast as possible' vs 'slow and steady,' feeds straight into the prediction… — Letting you pick your pace, 'as fast as possible' vs 'slow and steady,' feeds straight into the prediction graph. You set the expectation, so the projected result reads as yours, not their marketing.

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Noom onboarding screen 23: 'Lose twice as much weight with Noom vs on your own.' A clean 2x anchor where the comparison isn't another… — 'Lose twice as much weight with Noom vs on your own.' A clean 2x anchor where the comparison isn't another app, it's the user's own willpower, which is the real thing they're displacing.

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Noom onboarding screen 27: This is the engine of the whole flow: a personalized graph predicting '165 lb by October 11,' built from the… — This is the engine of the whole flow: a personalized graph predicting '165 lb by October 11,' built from the user's own inputs. Then it teases 'reach your goal sooner' to keep you answering. Outcome visualization plus a moving target is hard to stop mid-flow.

Noom onboarding screen 29: Grabbing first name here pays off later: every plan screen reads 'Alex's 2-Month Plan.' Cheap to collect, and… — Grabbing first name here pays off later: every plan screen reads 'Alex's 2-Month Plan.' Cheap to collect, and the personalization downstream lifts perceived value.

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Noom onboarding screen 32: The behavioral quiz uses a drag-the-slider interaction instead of tap-tap-tap — The behavioral quiz uses a drag-the-slider interaction instead of tap-tap-tap. That's a micro-commitment. The physical effort of dragging raises buy-in more than a plain multiple choice.

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Noom onboarding screen 34: Loading screen to show the work being done for you and reinforce the personalization value — Loading screen to show the work being done for you and reinforce the personalization value. Standard Noom move, and it earns the result screen that follows.

Noom onboarding screen 35: Payoff for the behavioral quiz: a label, 'Structure Seeker,' with a flattering description — Payoff for the behavioral quiz: a label, 'Structure Seeker,' with a flattering description. Most apps ask a pile of questions and show nothing. This gives instant value, and if it resonates you trust the program more.

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Noom onboarding screen 38: Cross-selling the free Noom Vibe companion app that 'rewards your daily walks' with points — Cross-selling the free Noom Vibe companion app that 'rewards your daily walks' with points. Introducing a second engagement loop before you've even paid is ambitious, but step rewards are sticky.

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Noom onboarding screen 40: Asking for a phone number to text the Vibe app link, with a skip — Asking for a phone number to text the Vibe app link, with a skip. They're grabbing a second contact channel mid-flow. Smart to keep it skippable so it doesn't add friction to the main path.

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Noom onboarding screen 54: Coach-style chat screen teaching why 'restrictive diets often fail' and cause yo-yo dieting — Coach-style chat screen teaching why 'restrictive diets often fail' and cause yo-yo dieting. Positions Noom against the thing that burned the user before, so the product reads as the fix, not another diet.

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Noom onboarding screen 62: Reframes the goal around health: 'losing just 5% of your body weight can reduce your risk for diabetes, high… — Reframes the goal around health: 'losing just 5% of your body weight can reduce your risk for diabetes, high blood pressure.' Loss aversion. The stakes become medical, not just cosmetic, which justifies a higher price.

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Noom onboarding screen 71: Accountability buddy: 'noomers with support systems lose weight 32% faster,' and your program includes a free… — Accountability buddy: 'noomers with support systems lose weight 32% faster,' and your program includes a free course for the friend you nominate. A referral loop dressed as a feature. Every nominated friend is a free acquisition channel.

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Noom onboarding screen 84: A free micro-lesson, grapes vs raisins, 'grapes are 81% water,' delivered before the paywall — A free micro-lesson, grapes vs raisins, 'grapes are 81% water,' delivered before the paywall. This is the actual product previewed. Letting people feel the psychology content first builds the trust that justifies $98.99 later.

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Noom onboarding screen 90: 'Gift 2 free weeks of Noom to a friend.' An explicit referral loop — 'Gift 2 free weeks of Noom to a friend.' An explicit referral loop. If even 15% send it, that's a 15% cut to CAC, and the gift framing converts better than a plain 'invite a friend.'

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Noom onboarding screen 92: 'Where did you hear about us' attribution question — 'Where did you hear about us' attribution question. Useful for their marketing mix, but it's a long list buried deep in the flow and adds zero value for the user. I'd test moving it to post-purchase so it doesn't cost completion.

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Per-category progress bars filling in ('demographic profile 77%, weight loss goals 0%...') while it 'builds your perfect plan.' Goal gradient plus visible work: you're close to done and you can watch the machine running for you.

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Noom onboarding screen 108: Final prediction stacks two payoffs: the goal-date graph and a near-term '5% by August 11' health milestone — Final prediction stacks two payoffs: the goal-date graph and a near-term '5% by August 11' health milestone. Giving a quick early win alongside the big goal keeps motivation high right before the price.

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Noom onboarding screen 111: The offer: $0 today for a 7-day trial, then the Noom Weight 2-Month Plan at $98.99 ($11.18/week) — The offer: $0 today for a 7-day trial, then the Noom Weight 2-Month Plan at $98.99 ($11.18/week). Pricing per week makes a $99 charge feel small. The 'email me a reminder before my trial ends' checkbox lowers cancel anxiety, which counterintuitively lifts trial starts.

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Noom onboarding screen 114: 'Personalized plan reserved — 'Personalized plan reserved... expires in 14:48.' A countdown on the plan you just spent 20 minutes building. Manufactured scarcity, but it lands here because you're emotionally invested in the result by now.

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Noom onboarding screen 123: 'Review & start trial' with a trial-reminder option — 'Review & start trial' with a trial-reminder option. Reducing the fear of a surprise charge is the right play before a $98.99 commitment. Confident apps make canceling feel easy because most people won't.

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Noom onboarding screen 139: Native Apple subscription sheet: '1 week free trial then $98.99 every 2 months.' Routing through Apple's… — Native Apple subscription sheet: '1 week free trial then $98.99 every 2 months.' Routing through Apple's sheet adds trust and one-tap purchase, at the cost of Apple's cut and weaker billing control.

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Noom onboarding screen 142: 'Coming soon, don't wait to start building healthy habits.' Last-mile urgency after the timer — 'Coming soon, don't wait to start building healthy habits.' Last-mile urgency after the timer. By now they've stacked prediction, scarcity, and social proof. The flow is long, but every screen is earning the price.

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