Introduction

The first few minutes after someone downloads your app determine whether they become an active user or uninstall by tomorrow. Industry data suggests that most apps lose the majority of their users within the first week—often within the first session.

Your onboarding flow is your one chance to demonstrate value quickly enough to earn continued attention. This guide covers how to design onboarding that actually works.

Why Onboarding Matters

The Retention Challenge

Typical app retention looks something like:

  • Day 1: 25-35% of users return
  • Day 7: 10-15% still active
  • Day 30: 5-10% remain

Poor onboarding accelerates this decline. Good onboarding can significantly improve these numbers.

The Value Equation

Users are constantly evaluating:

Is the value I’m getting worth the effort I’m putting in?

Onboarding is where you tip this equation in your favour—demonstrating value while minimising friction.

Onboarding Patterns

Onboarding Patterns Infographic

Progressive Disclosure

Reveal features as users need them rather than all at once.

How It Works

  • Show only what’s immediately relevant
  • Introduce advanced features over time
  • Context-sensitive help appears when useful
  • Complexity increases with user competence

When to Use

  • Complex apps with many features
  • Productivity and professional tools
  • Apps where users grow into advanced usage

Example Flow

First session: Core functionality only After first completed action: Related feature introduction After a week: Advanced features revealed Based on usage: Power user tips

Walkthrough Tours

Step-by-step introduction to key features.

How It Works

  • Guided sequence of screens
  • Highlights key interface elements
  • Often uses overlays or tooltips
  • Usually skippable

When to Use

  • Novel or unfamiliar interfaces
  • Apps with non-obvious functionality
  • When you need to explain value proposition

Making Tours Effective

  • Keep them short (3-5 screens maximum)
  • Focus on benefits, not features
  • Make skip option visible
  • Don’t repeat for returning users

Learn by Doing

Guide users through actual tasks instead of showing tutorials.

How It Works

  • User completes real actions
  • Guidance appears contextually
  • Success reinforced with feedback
  • Progress feels meaningful

When to Use

  • Apps with clear initial actions
  • When demonstration beats explanation
  • Games and interactive apps
  • Content creation tools

Example

Instead of: “Tap here to create a new note” Use: “Create your first note” with helpful prompts as they complete the action

Empty States

Use the initial empty experience as a teaching moment.

How It Works

  • Empty screens include helpful guidance
  • Suggest first actions
  • Show examples of filled state
  • Provide starting templates

When to Use

  • Content creation apps
  • Social apps
  • Productivity tools
  • Any app starting with a blank slate

Key Onboarding Elements

Account Creation

Defer When Possible

Don’t require signup before demonstrating value:

  • Let users explore first
  • Request account when needed (to save, sync, or access features)
  • Explain why account is beneficial

When Immediate Login Required

  • Make it quick (social login options)
  • Minimise required fields
  • Enable biometric login for returns
  • Show what they’ll get after signing up

Permission Requests

Ask in Context

Request permissions when they’re needed:

  • Photo permission when user wants to add an image
  • Location permission when accessing location feature
  • Notification permission after user sees value

Pre-Permission Priming

Before the system dialog:

  • Explain why you need the permission
  • Describe the benefit to the user
  • Give them context for the decision

Handle Denial Gracefully

When permissions are denied:

  • Don’t break the app
  • Offer alternatives where possible
  • Explain how to enable later if needed
  • Don’t repeatedly ask

Value Demonstration

Show, Don’t Tell

Instead of: “Our app helps you save money” Show: A calculation of potential savings with their input

Instead of: “Connect with friends easily” Show: A preview of their imported contacts

Quick Wins

Design for early success:

  • First accomplishment within 30 seconds
  • Celebrate small victories
  • Make initial tasks achievable
  • Build momentum through completion

Personalisation

Early Configuration

When customisation improves experience:

  • Collect preferences upfront (briefly)
  • Explain how preferences will be used
  • Make it feel like progress, not work
  • Allow changes later

Recommendation: Keep Initial Preferences Minimal

Too many questions feels like a barrier:

  • 2-3 preference questions maximum
  • Visual selection over typing
  • Skip option with sensible defaults
  • Refinement over time through usage

Implementation Considerations

Platform Guidelines

iOS Onboarding

Apple’s Human Interface Guidelines recommend:

  • Fast launch experience
  • Minimal setup before functionality
  • Learn by doing over tutorials
  • Respect user’s time

Android Onboarding

Material Design recommends:

  • Self-select options limited to key differentiators
  • Clear navigation and exit options
  • Consistent with overall app design
  • Progressive complexity

Technical Implementation

Tracking Onboarding Progress

Track where users drop off:

// Example tracking points
analytics.track("onboarding_started")
analytics.track("onboarding_step_1_completed")
analytics.track("onboarding_step_2_completed")
analytics.track("onboarding_completed")
analytics.track("onboarding_skipped", properties: ["step": currentStep])

State Management

Remember onboarding state:

  • Store completion status locally
  • Sync with backend for multi-device
  • Handle returning users appropriately
  • Consider re-onboarding for major updates

A/B Testing

Test onboarding variations:

  • Different flow lengths
  • Various permission timing
  • Alternate value propositions
  • With and without tutorials

Performance Considerations

First Launch Matters

First launch is often the slowest:

  • Optimise for cold start time
  • Defer non-essential initialisation
  • Show meaningful UI quickly
  • Consider placeholder content while loading

Common Mistakes

Information Overload

The Problem

Showing every feature immediately overwhelms users. They can’t absorb it all and remember nothing.

The Fix

Prioritise ruthlessly. What’s the one thing a new user must understand? Start there.

Feature-Focused Messaging

The Problem

“We have 47 features!” doesn’t resonate with users who just want to solve their problem.

The Fix

Focus on benefits and outcomes. What will users be able to do? How will their life improve?

Forced Tours

The Problem

Unskippable tutorials frustrate users who want to explore independently.

The Fix

Always provide skip options. Make tours available but not mandatory.

Friction Before Value

The Problem

Requiring signup, permissions, or preferences before users understand why creates abandonment.

The Fix

Demonstrate value first. Earn the right to ask for investment.

Ignoring Returning Users

The Problem

Re-showing onboarding to returning users wastes their time and signals poor design.

The Fix

Track completion state. Provide appropriate experience for different user states.

Set-and-Forget

The Problem

Onboarding designed once and never reviewed despite changing user behaviour.

The Fix

Monitor onboarding metrics. Iterate based on where users struggle or drop off.

Measuring Onboarding Success

Key Metrics

Completion Rate

What percentage of users complete onboarding?

  • Track step-by-step progression
  • Identify drop-off points
  • Compare with skip rates

Time to First Value

How quickly do users complete their first meaningful action?

  • Define what “meaningful” means for your app
  • Measure time from first open
  • Compare before and after changes

Retention Correlation

How does onboarding impact retention?

  • Compare retention for completers vs. skippers
  • Segment by onboarding variations
  • Track long-term impact

Qualitative Feedback

Numbers don’t tell the whole story:

  • User testing with new users
  • App store reviews mentioning first experience
  • Support tickets about getting started
  • Session recordings of first-time users

Iteration Strategy

Identify Problems

Use data to find issues:

  • High drop-off at specific step?
  • Low permission grant rates?
  • Users skipping but then churning?
  • Specific device or OS issues?

Test Solutions

Small, measurable changes:

  • Change one element at a time
  • Sufficient sample size
  • Statistical significance
  • Monitor downstream impact

Evolve Over Time

Onboarding should adapt:

  • As product evolves
  • As user expectations change
  • As you learn from data
  • As competition shifts

Conclusion

Onboarding is the most important user experience in your app. It’s where first impressions are formed, where value must be demonstrated, and where the relationship between user and app begins.

Design for success: minimise friction, demonstrate value quickly, and guide users to their first win. Test, measure, and iterate relentlessly.

The users who make it through onboarding successfully are far more likely to become the engaged, retained users who make your app successful.