Reimagining Onboarding + Navigation
Mobile App Design
Onboarding + Navigation
Reimagining Onboarding + Navigation
GoPro’s Quik app has always promised powerful editing tools for creators on the go, but its onboarding and navigation were leaving users behind. New users weren’t discovering value fast enough, leading to early drop-off and missed subscription opportunities. To unlock retention and engagement, we conducted an in-depth discovery to radically rethink how users are introduced to the app, how they navigate it, and how they connect with its most meaningful features.
Client
GoPro
Timeframe
2025
Project Type
Mobile App Design
Role
Lead UX/UI Designer
Onboarding + Navigation
Overview
The first stage is all about understanding friction and reworking the foundation. We dug into early user cancellations and discovered a significant issue: subscribers didn’t fully understand or remember their benefits, especially in the critical first week. We also identified UX gaps in how users navigated onboarding, uploaded content, and explored features. These insights helped us break the problem into manageable chunks: onboarding, subscription value communication, home, and camera detail screen design.
The next stage focuses on momentum and experience. Once the foundation was established, we created a connected and intuitive journey that met users where they were, at their point of need. We redesigned the app’s navigation to surface what matters most—camera connection, media syncing, and personalized profile—without overwhelming new users. We minimized early friction, encouraged content engagement, and helped users confidently move toward subscription conversion.
Onboarding + Navigation
The Challenge
Many users subscribed for a discount when purchasing a GoPro but later churned, often unaware of core benefits like unlimited cloud storage, camera replacement, and advanced editing tools. We knew that the first week after subscribing was a high-risk churn moment. If we could improve feature awareness and in-app understanding during this critical period, we could reduce cancellations and increase long-term value.
App feedback and usage data told a clear story: users struggled to find and return to key features. Navigation was inconsistent, home screens felt static, and content felt hidden rather than highlighted. Engagement was 41% lower than its 2019 peak. Users didn’t need more features—they needed better pathways to the features they already had.
Onboarding + Navigation
The Solution
We overhauled onboarding to go beyond checklists and tutorials. Instead of front-loading instructions, we designed contextual nudges and visual guidance that surfaced benefits at the moment they were most relevant. A revised benefit-focused pop-up boosted subscription conversions by 60%, proving that awareness drives action. We made subscription value part of the app experience, not just a bullet point in a marketing pitch.
UX/UI Product Design Design System Research + Insight Digital
We restructured navigation and interaction to reduce drop-off and promote discovery. A simplified, thumb-friendly navigation bar helped users access key areas faster. New camera controls supported dynamic device configurations and preset sharing via QR codes. A more immersive home screen transformed the app from a static launch point into a dynamic hub for creativity, connection, and content.
Onboarding + Navigation
Onboarding + Navigation
Performance Results
While we didn’t run A/B tests on every flow, the design work contributed to broader business wins: retention rose 4% YoY, attach rates beat targets by 20%, and awareness-driven moments like the pop-up update led to a 60% boost in conversions. The case for better onboarding and navigational clarity was clear and quantifiable.
4% increase in total subscriber retention
Increase in subscription conversion after benefit-focused popup
20% overachievement on attach rate goal.
Users reported clearer paths, faster setup, and stronger confidence with their GoPro gear. Internal feedback showed improved team alignment across PMs, Devs, and Design. By embedding value into every step of the journey, we turned early uncertainty into lasting engagement—and built a foundation for long-term growth.
