UX Design · Social & Wellness
UX Design · Social & Wellness
Overview
Eloomin is a mindfulness and wellness platform connecting users with guided experiences and a supportive community. The existing onboarding flow suffered from high drop-off rates and poor subscription retention. My mission was to redesign the end-to-end onboarding experience using hypothesis-led research and iterative design.
Design Process
User Research
I conducted user interviews and surveys with 12 participants to identify pain points in the existing onboarding flow. Four key themes emerged that shaped every design decision.
Users felt bombarded with choices and information before they understood the app's value.
New users couldn't articulate what made Eloomin different from other wellness apps.
Paywall placement created friction before users experienced meaningful value.
The social features were buried — users didn't discover them until much later.
Competitive Audit
| Feature | Headspace | Threads | Duolingo | PayPal | Eloomin |
|---|---|---|---|---|---|
| Progressive onboarding | ✓ | ✓ | ✓ | ✗ | Redesigned ✓ |
| Value-first paywall | ✓ | N/A | ✓ | N/A | Redesigned ✓ |
| Community discovery | ✗ | ✓ | ✗ | ✗ | Redesigned ✓ |
| Personalization flow | ✓ | ✗ | ✓ | ✗ | Redesigned ✓ |
User Personas
Marketing Manager, Mumbai
Seeks mindfulness but frustrated by apps that feel clinical. Wants community and guided experiences that fit a busy schedule.
Software Engineer, Bangalore
Tech-savvy but emotionally reserved. Needs structured wellness tools that don't feel "too soft" and offer measurable progress.
Brand System
The Eloomin brand system uses a calm, organic palette paired with approachable typography — conveying warmth and psychological safety.
Hi-Fi Prototypes
The redesigned onboarding introduces value before the paywall, surfaces community features early, and uses progressive disclosure to reduce cognitive load.
The best onboarding makes users feel like they've already won before they've paid a cent.
Learnings
Moving the paywall after the first "aha moment" reduced abandonment significantly.
Surfacing features gradually matched users' mental models and reduced overwhelm.
The social layer was the most-valued feature — it needed to be front and center from day one.
Pairing Tableau drop-off data with qualitative interviews produced the most actionable insights.