How Applica redesigned Five Minute Journal’s onboarding to boost ARPU by 20%

Five Minute Journal, a mindfulness app aimed at fostering positive habits through quick daily reflections, faced challenges in converting new users into paying subscribers. To tackle this, the app's onboarding experience was redesigned using the Jobs-to-be-Done framework, focusing on personalization, social proof, and clear communication of core benefits. This strategic overhaul resulted in a 20% increase in average revenue per user and improvements in trial start and conversion rates. The redesign process, which underscored the importance of understanding user needs, involved extensive user research, A/B testing, and the use of analytics tools like Amplitude and RevenueCat. The success of the initial redesign marks the beginning of continuous experimentation and refinement to enhance user engagement and app competitiveness.

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