How to nail onboarding — a case study of Runna

Runna, a running coaching app acquired by Strava, has seen remarkable success by focusing on clarity, confidence, and community. Runna's onboarding process emphasizes clear product presentation using an Instagram-like carousel with concise text and relevant imagery. The app leverages social proof and authentic user-generated content throughout onboarding, creating a sense of community. By showcasing diverse runners in various settings, Runna subtly reassures users and builds trust. The lengthy, 12-minute onboarding process prioritizes building user confidence by addressing common anxieties and concerns. Runna's onboarding helps users set goals and understand their running ability while managing expectations. The post-onboarding plan provides estimated race times and simple explanations of run types, further enhancing user confidence. The app avoids jargon and technical language, opting for straightforward communication to make running accessible. Runna focuses on building trust and making users believe in their ability to achieve their running goals. Ultimately, Runna's onboarding isn't about flashy design, but about instilling confidence and a sense of community.