Motive & Mark
Motive & Mark is a habit-tracking app with a loyal core and a leaky bucket: most downloads stalled during a six-screen setup that asked for everything before showing anything.
The challenge
Redesign onboarding and the first week so new users feel progress in the first sixty seconds.
The approach
I flipped the flow — value first, account later. One habit, one reminder, one win, then the rest unfolds progressively. Empty states became coaching moments, and streaks were redesigned to forgive rather than punish.
What the project included
- Funnel analysis. Drop-off mapping, store-review mining and five user interviews a week for a month.
- Onboarding. Three-step setup with progressive profiling and guest mode.
- Core loops. Check-in flow, forgiving streaks and weekly review designed for Mondays.
- Prototype testing. Clickable prototypes tested with 24 users across two rounds.
What changed
Activation through the first week improved markedly, store ratings recovered, and the team finally has a research habit to match their shipping habit.
Client: Motive & Mark Ltd · Year: 2022 · Scope: UI/UX Design
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