Collaborators
Overview
Goal-driven onboarding to increase Nutritional Values adoption
KptnCook is a recipe-based cooking app focused on helping users cook fresh meals daily. We launched Detailed Nutritional Values inside recipes (calories, macros, etc.). My goal was to increase adoption by improving onboarding completion and ensuring users—especially health-driven ones—discover the feature early.
Problem
High onboarding drop-off and low feature interaction
Internal analytics showed that 64% of users dropped before reaching the final onboarding screen, and only 18% of active users interacted with Nutritional Values. The funnel revealed consistent friction across steps, resulting in low completion and weak feature discoverability.
Onboarding funnel drop-off
At the same time, 26% of new users selected “Eat Healthy” as their primary goal during onboarding. Despite strong health-driven intent, these users were not introduced to Nutritional Values early in the experience. The onboarding captured motivation but did not translate it into contextual product value.
Distribution of selected user goals during onboarding
Hypothesis
Personalization will improve completion and discoverability
If onboarding dynamically adapts to the selected goal and highlights relevant features (Nutritional Values for “Eat Healthy” users), then onboarding completion will increase, Nutritional Values discoverability and usage will improve, and users will perceive value earlier in the journey.
Current Experience
Static onboarding with filtering-only personalization
The flow was: Get Started → Select goal → Select diet → Edit food preferences. Personalization only affected recipe filtering. There was no feature education tied to the selected goal, so “Eat Healthy” users got the same experience as everyone else without a clear reason why that goal mattered.
Solution
Dynamic goal-based screens with a nutrition value moment
We ran a cross-functional workshop with Product and Marketing to identify the highest-impact intervention in the onboarding funnel. We aligned on introducing dynamic onboarding screens based on user goals. For users selecting “Eat Healthy,” we added a dedicated screen that introduces Nutritional Values and frames the benefit clearly (track macros, compare meals, make informed decisions). The feature was positioned as a tool that directly supports the user’s stated intent.
Prototyping
Exploring layout hierarchy and emphasis
I developed three layout variations that differed in hierarchy, component sizing, and visual emphasis of nutritional data. Each direction tested how prominently macros should be presented within onboarding—balancing clarity and impact without increasing cognitive load. The concepts explored different spatial arrangements and scale relationships to determine which layout best communicated value while keeping the flow lightweight.
Decision
Selecting the highest-clarity layout
After evaluation, I selected the layout that emphasized macro hierarchy through scale rather than density. The chosen direction increased visual prominence of key values (calories and protein) while maintaining spatial balance and reducing cognitive load. Compared to the other variations, this layout communicated value fastest without overwhelming users during onboarding.
Expected Impact
Measurable lift in onboarding completion and feature usage
We targeted an increase in onboarding completion from 36% to 52% and Nutritional Values usage from 18% to 31%, with a focused lift among “Eat Healthy” users. By aligning declared intent with contextual feature education, the approach is expected to reduce drop-off and accelerate feature adoption.
Projected increase in Nutritional Values Feature
