smarter onboarding. 93% free-to-paid retention. Powered by Behavioral Science.
Aavia | Women’s Health + Digital Health
The Challenge
A conversion problem Disguised as a Writing Problem
A women's health tech platform helping users understand hormone health was experiencing significant drop-off during onboarding. The team initially identified it as a UX writing problem. The deeper issue was structural: the experience was not designed around how users actually make decisions or build habits, and it was costing them both conversions and retention.
Our Approach
Behavioral Science Applied to the Onboarding Experience
Identified the specific friction points and decision moments driving user drop-off before conversion.
Audit existing onboarding flow
Redesigned the onboarding logic around evidence-based principles, including goal-setting structures shown to drive long-term retention.
Apply behavioral science frameworks
Deliver actionable UX recommendations
Provided direct annotation in Figma files alongside a structured Google Doc outlining prioritized, evidence-based recommendations for future iterations.
Recommended 1-2 primary content areas for deeper development and directed the team to specific behavioral design resources to sustain progress after the engagement closed.
Sharpen product focus
Results
What We Delivered
Full onboarding flow audit with annotated Figma comments and documented recommendations.
Prioritized roadmap for future UX iterations.
Evidence-based behavioral framework applied to conversion and retention strategy.
Curated behavioral design resources for the internal team's continued use.
Goal-setting structure integrated into the onboarding experience.
The Impact of Our Work
After implementing Evolve's recommendations, the client achieved a 93% 7-day retention rate from free to paid. Beyond the metric, the engagement produced a structurally stronger product: the onboarding flow was rebuilt around behavioral science and goal-setting principles that reflect how users actually make decisions. The team also left with a clearer product direction and a resource foundation to support ongoing behavioral design work independently.
What Clients are Saying
"Thanks to Evolve, we were able to incorporate goal setting in our onboarding flow to encourage long-term retention. As the only UI/UX designer on my team, it was great to bounce ideas off of Christine and get more input into the overall UX of our app."
If your product is losing users before they see its value, let's build an onboarding experience grounded in behavioral science that moves them forward.