This case focuses on reducing emotional friction during onboarding, where users decide whether they feel safe continuing
Domain: Mental wellness/behavior change
User: First-time users seeking calm, guidance, and reassurance
Problem: Users dropped off during onboarding due to emotional friction and cognitive overloadA
My Role: UX Writing & Content Design (onboarding flow, microcopy, content pacing)
Focus: Emotional clarity, reassurance, progressive disclosure
Outcome: Calmer onboarding experience with reduced friction and improved willingness to continue
First-time users entering a mental wellness app are often anxious, hesitant, and emotionally vulnerable.
The existing onboarding flow asked for too much information too early, used instructional language, and lacked reassurance. As a result, users felt overwhelmed and dropped off before completing the onboarding process.
The challenge was to reduce emotional friction and design onboarding content that felt safe, supportive, and easy to continue.
🌿 The right words at the right moments create calmness, trust, and momentum.
Every successful onboarding experience is built on thoughtfully chosen words, intuitively crafted microcopy, and a careful balance between tone, logic, and emotional resonance.
This case study highlights how emotional goals, clear design flows, and supportive content come together to create a welcoming and effective onboarding journey.
MindSpring is a mobile wellness app that helps working professionals manage their emotional well-being through daily habits. The team observed that nearly 50% of new users abandoned the app shortly after creating an account due to an overwhelming and unclear onboarding flow.