June 8, 2021
Adding a step into the onboarding to capture data on user attribution
The famous 'HDYHAU" question is a must in the onboarding flow and is likely to become even more usual because of the recent iOS updates.
The downside is that the question adds friction and users do not see the value they get from this. In this case, Calm's onboarding is extremely short and breaks down as follow: 1) "What brings you to Calm?" screen, 2) Sign up screen, 3) "HDYHAU" screen, 4) Home page and end of the onboarding. Given this kind of onboarding, adding a HDYHAU step is not a big deal for Calm, but it really depends on how long the flow is.
About the app:
Calm is the leading app for meditation and sleep with more than 1.5 million ratings on the stores.