Product onboarding optimisation
Using behavioral science to maximize conversion rates for Minimalist Phone
Minimalist Phone is a powerful interface intervention designed to slash screen time. By stripping away dopamine-inducing visuals and implementing strategic friction through timers and reminders, the app fundamentally rewires how you interact with your device. Beyond the tech, they are an incredibly forward-thinking team committed to digital wellbeing.
The client
The challenge
Like many premium digital products, Minimalist Phone faced a classic conversion hurdle: High interest, low commitment. While trial sign-ups were strong, converting those users into paid subscribers was difficult. The core barrier was the psychological "value gap"—the common resistance users feel toward paying for intangible digital goods.
My role: Behavioral science consultant
I joined the team to optimize the onboarding flow and bridge the gap between "interest" and "investment." To do this, I moved beyond standard A/B testing and dived into the behavioral science of digital spending. My approach combined high-level qualitative research with biometric data:
Scientific Literature Review: Analyzed the cognitive biases that govern how people perceive the value of digital subscriptions.
Sentiment & Social Listening: Conducted deep dives into Reddit threads and user reviews to identify the specific emotional barriers and "pain points" preventing conversion.
Neuromarketing Analysis: I ran eye-tracking and facial coding tests to capture subconscious emotional responses and visual fixations during the sign-up process.
I synthesized these insights using the BJ Fogg Behavioral Model, mapping out the intersection of Motivation, Ability, and Prompts. This allowed us to pinpoint exactly where the cognitive load was too high and where the "spark" to pay was missing.
Results
By redesigning the onboarding flow to align with user psychology, we successfully:
Nudged users toward the monthly plan by optimizing price perception and framing.
Increased the overall "Willingness to Pay" (WTP) by highlighting the emotional ROI of a focused life.
Boosted total revenue and conversion rates through a more persuasive, low-friction sign-up experience.