The behavioral design behind a 12% ARPU increase at ASL Bloom

Subscription apps often struggle to convert free users into paying subscribers, a challenge faced by ASL Bloom, an app for learning sign language. Despite high-quality content, users dropped off at the paywall, prompting a redesign of the onboarding process through a psychological and goal-oriented approach, leading to a 15% increase in trial conversion rates and a 12% uplift in average revenue per user (ARPU). Using the Double Diamond framework and insights from Mixpanel data, the team identified that users engaged with free features but couldn’t envision their future selves benefiting from the app. The redesign focused on building trust through social proof, connecting features to user aspirations, and reframing the paywall as a bridge to achieving personal goals, resulting in a more user-centric experience that emphasized the tangible benefits of the app, ultimately increasing user retention and engagement. This approach demonstrates the importance of aligning onboarding processes with users' personal motivations and desired outcomes rather than merely showcasing features.