EWA:
Onboarding & Pricing Traps
Why did I not subscribe to the EWA Language Learning App?
On social media, EWA offered a 90% discount to join their app. However, as I went through the onboarding process, I became increasingly confused about what I actually received.
PROBLEM BEHIND…
-90% SPRING OFFER
BUX
What does a 90% discount mean?
To understand, you need to complete a relatively long onboarding process:
It includes level estimation:
After completing all steps, your personalized plan will be created. You can now create an account and receive the offer via email.
You get a time-limited voucher:
LET'S FIX
SETTING UP PERSONALIZATION PROMPTLY
SOLUTION #1:
Incorporating a hook that quickly captures intent allows users to access the main app content more efficiently.
Hey! Nice to have you here today
Which language would you like us to learn together?
Select one:
German
Continue
REDUCING COGNITIVE OVERLOAD
SOLUTION #2:
Designing a four-step flow to maintain high conversion intent
Adding a clear progress visualization to manage user expectations
Offering a single-choice question with tappable card components to prevent user fatigue
Goal
Test
Plan
Start
What do you want to achieve?
Let’s customize your learning plan based on your interests
Select one:
Travel with confidence
Advance my career
Train my brain
Ace my exams
Continue
Goal
Test
Plan
Start
Let’s determine your daily goal
Choose how much time you want to dedicate
Select one:
5’
5 mins / day
5’
5’
10 mins / day
5’
5’
5’
15 mins / day
Continue
DESIGNING FRICTIONLESS DIAGNOSTIC
SOLUTION #3:
Consolidating steps and merging screens
Replacing the manual level test with a quick 2-3 question interactive quiz to determine proficiency more accurately without boring the user.
Tapping an answer automatically advances the next screen
Goal
Test
Plan
Start
Let’s define your skill level
Which is the correct translation for:
“I would like a coffee.”
Select one:
Ich möchte einen Kaffee.
Ich bin ein Kaffee.
Ja, ich habe Kaffee.
Continue
Goal
Test
Plan
Start
Und jetzt...
Which is the correct phrase for:
“I f I had time, I would travel more.”
Select one:
Wenn ich habe Zeit, ich will mehr reisen.
Wenn ich Zeit hätte, würde ich mehr reisen.
Wenn ich Zeit hatte, reise ich mehr.
Continue
ENHANCING VALUE PERCEPTION DURING DATA PROCESSING
SOLUTION #4:
Combining a loading indicator with social proof
Changing the text dynamically, for example: "Analyzing your goals..." to "Finding matching stories and movie clips..." to "Matching content from over 500 books..."
Showing a testimonial quote with a star rating below it to enhance credibility right before the pricing section.
Goal
Test
Plan
Start
Preparing your learning plan
Analyzing your goals...
33%
"I learned more conversational phrases in 2 weeks here than in 4 years of high school classes."
Sarah M., App Store Review
Goal
Test
Plan
Start
Preparing your learning plan
Finding matching stories and movie clips...
52%
"The most convenient application for learning German. Thanks to the developers."
Alex P., Google Play Review
Goal
Test
Plan
Start
Your learning plan is ready!
ENCHANCING TRANSPARENCY
SOLUTION #5:
Designing a Transparent Value Paywall
Highlighting the specific features available in the free version compared to the paid plans
Driving premium conversions without using dark patterns, such as hiding cancellation policies in small print
Goal
Test
Plan
Start
What to expect
During the first 7 days, you will receive:
Today
Instant access to excerpts from movies and TV shows, language courses, and books
Day 5
We'll send you a reminder that your trial is ending
Day 7
Subscription begins. Cancel anytime with one tap.
Start 7-day free trial
Explore our plans
Goal
Test
Plan
Start
Explore our plans in detail
Choose one and start learning today
7-day Free Trial
Limited access to excerpts from movies and TV shows
Up to 3 language courses
1 book with translation and audio
Start for free today
5.99€ / month
12 months = 71.99€
710.99€
10,000+ excerpts from movies and TV shows
700+ hours of language courses
1,000+ books with translation and audio
Language learning games
Save 90%
13.00€ / month
3 months = 39.00€
390.00€
2,500+ excerpts from movies and TV shows
175+ hours of language courses
250+ books with translation and audio
Language learning games
Save 90%
