TL;DR
- What: Refresh of Exos onboarding narrative and microcopy to match product evolution (fitness → whole-person performance, plus hybrid facility use)
- Role: Director of Member Content (Member Experience) — onboarding narrative + UX writing
- Owned: All onboarding copy and the product story onboarding establishes
- Timeline: Q1 2025. Phase 2 planned for H2 2026.
The Problem
Onboarding had not been meaningfully updated since 2022. By 2025, the story it told no longer matched the product.
- Fitness-first positioning, underdeveloped voice, and weak “give-to-get” clarity
- A long assessment that was vital for personalization and for coaches/registered dietitians, but not clearly explained
- Members were unclear on what Exos was (now) and what would happen next
What Changed
- Repositioned the narrative: Updated voice and story to reflect mental and emotional well-being, nutrition, cognitive function, and regulation
- Made the value exchange explicit: Added “why we ask” framing so members understood how answers drive personalization and coaching
- Supported hybrid use: Added messaging for facility registration and in-person services (PT, classes, coach/registered dietitian appointments)
- Protected recommendations: Helped map legacy goals → updated goals so recommendations remained stable
- Worked within constraints: When options could not change, rewrote surrounding copy so screens fit the new narrative
How It Was Validated
- Analytics: onboarding drop-off and post-onboarding drop-off
- Coach feedback: misalignment between selected goals and real expectations in sessions
- Member survey: goal framing and copy that resonated and converted
Outcomes
- Onboarding completion increased by 17%
- Fitness center registrations now flow through the app (member management hub), driving 2.5k+ registrations per quarter
What This Reinforced
Onboarding copy is product strategy. If the story is vague or outdated, personalization and coaching break downstream.