Onboarding Redesign for OFN
My Role: Solo designer
Timeline: Dec 2023 - Apr 2024
Deliverables: UI/UX
Tools: Figma, Notion
Team: Worked directly with CEO, developer, and marketer
OFN is an app that partners with top European coaches to provide high-quality football education, aiming to help young players improve their skills and reach their full potential. The goal of this project was to redesign the onboarding process to improve the onboarding experience and increase user retention.
01
Problem
25% of users typically abandon an app after their first use. For OFN, this meant that new players, parents, and coaches often didn’t stay long enough to experience its real value.
The challenge:
Reduce friction in the first-time experience
Help different user groups quickly find relevant content
Increase retention by creating an engaging and personalized onboarding flow
02
Research
I started by analyzing successful onboarding flows from apps like Headspace and Duolingo. My goal was to learn how leading apps keep users engaged from the first interaction.
Key Insights
Keep onboarding simple and frictionless
Showcase value early (e.g., through testimonials or feature highlights)
Personalize the journey for different user types
Use contextual instructions instead of overwhelming tutorials
Add celebration moments (success states) to build emotional connection
Allow users to skip onboarding if they prefer a faster start
Not all insights were implemented, but they helped shape the strategy: onboarding needed to feel personalized, flexible, and rewarding.
03
Concept Development
I designed a streamlined onboarding flow with clear steps, tailored content, and lightweight interactions.
User segmentation: Different flows for players, parents, and coaches
Quick-start options: Users could skip or fast-track onboarding if familiar with the app
Celebration screens: Positive reinforcement when completing steps
Marketing-friendly flow: Data points built into onboarding to help the team analyze user behavior
The aim was to balance business goals (better retention, measurable insights) with user needs (clear value, faster access, personalization).
04
Outcome & Takeaways
The redesigned onboarding offered a smoother first-time experience with tailored journeys for different user types. While long-term retention results are still being tracked, the design set a stronger foundation for user engagement.
What I Learned
Research saves time — studying best practices helped me focus on proven solutions
Cross-team collaboration is key — working closely with the CEO, developer, and marketer ensured alignment with both product and business goals
Emotion matters — simple elements like celebration screens can create a lasting impression and boost satisfaction
