Rise’s onboarding suffered high drop-off because it required payment info before users could evaluate dietitians. I hypothesized that letting users browse and compare dietitian profiles upfront would establish trust and drive subscription conversion.
Rebranded the iOS app for credibility, structured dietitian profiles into scannable cards with transparent criteria, and streamlined checkout into a single-screen flow.
Early in my career, I worked on this as an interview take-home challenge to diagnose onboarding friction under tight constraints. Coming in with fresh eyes, the problem was obvious: Rise demanded a credit card before users could browse coaches, and bios were dense walls of text. Instead of feeling supported, users were asked to commit to a stranger.
I prioritized scannability over the dietitians’ creative expression, eliminating undistilled walls of text to prevent user fatigue. Through this exercise, I learned that one of the best ways to build trust is to make information accessible and transparent, while eliminating unnecessary steps to reduce drop-off.