Twella
Redesigning Twella's onboarding to unlock B2C sales and give every new user a reason to come back.
COMPANY STAGE
Seed
SERVICE PROVIDED
Growth Redesign
TIMELINE
4 Weeks
Users Were Dropping Off Before They Ever Saw the Point
Twella had a conversion problem hiding in plain sight. Users who downloaded the app were greeted with a standard sign-up form: email, verification code, name, date of birth, state. After filling that out, they landed on the home feed with no orientation, no guidance, and no demonstration of what made Twella worth their time. Most left before they ever experienced the product.
The deeper issue was structural. Twella's existing go-to-market was entirely B2B: schools and universities purchased access for their students. Individual downloads from the App Store had no viable path to conversion. There was no trial, no subscription, and no onboarding flow designed to make a self-directed student want to pay.
Monico was brought in to fix both problems at once: redesign the onboarding experience from scratch and, in doing so, open an entirely new B2C revenue channel that Twella had never been able to access before.
Show the value before asking for the sign-up
The old flow asked users to create an account before they had any reason to care about the product. Monico flipped the sequence entirely, directly applying the "gradual engagement" model that took Duolingo's next-day retention from 12% to 32%. New users now see Twella's core value proposition up front before a single form field appears. The account creation screen only appears after users have already experienced the product, which reframes sign-up from a gatekeeping obstacle into a natural next step for protecting progress they've already built.
Learn their goals. Set their plan. Make it personal.
Before users create an account, Twella now learns about them. Monico designed a short personalization sequence where students select their goals for using the app and set a daily practice commitment, choosing how many minutes per day they want to work on their critical thinking skills. Research on personalized onboarding flows shows 65% higher completion rates compared to generic ones. By the time users reach the account creation screen, they've already built a practice plan and have a reason to protect it.
Hit Your First Milestone Before Signing Up
Monico introduced a guided mini-activity into the onboarding flow that walks new users through a real Twella experience before they've finished signing up. Users analyze a real social media post, answer questions, and earn points for completing the activity. This directly applies the "quick win" principle — research shows that delivering a meaningful reward early retains 80% more users — and gamification elements like points and progress increase onboarding completion by up to 50%. By the time the account creation screen appears, users have already experienced the product and received their first reward. Sign-up becomes the natural next step rather than the first ask.
Outcomes
A new B2C revenue channel, unlocked — Twella can now acquire and convert individual students directly from the App Store through a 7-day free trial leading to a paid subscription, a sales motion that did not exist before this engagement
Sign-up drop-off reduced — by moving account creation to after the value demonstration, personalization sequence, and first activity, users arrive at the sign-up screen with buy-in already established rather than being asked to commit to something they haven't experienced
Students arrived at the home feed oriented and invested — new users now reach the main product having already set a practice plan, completed an activity, and earned their first points, setting a meaningful baseline for return visits and daily habit formation
KPIs are currently being measured, check back to see the full impact!
