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Luna Onboarding
- An AI Case Study

Luna is an AI-powered health app designed to help users achieve their weight loss goals through personalized guidance and support. The onboarding experience serves as the critical first touchpoint, setting the tone for the user's entire journey. This case study explores how I redesigned Luna's onboarding flow to create a more engaging, efficient, and user-friendly experience that reduces drop-off rates and builds immediate trust with new users.

My Role

timeline

deliverable

tool used

users

AI Designer/Specialist

3 Weeks

Design & Prototype

Figma & AI tools

Weight Lose Users

My Role

timeline

deliverable

tool used

users

AI Designer/Specialist

3 Weeks

Design & Prototype

Figma & AI tools

Weight Lose Users

My Role

timeline

deliverable

tool used

users

AI Designer/Specialist

3 Weeks

Design & Prototype

Figma & AI tools

Weight Lose Users

Problem

Problem

Users were abandoning the onboarding process due to excessive steps and unclear value proposition. The lengthy flow created friction before users could experience Luna's core features, resulting in high drop-off rates and poor first impressions. Users needed to understand what Luna offers and how it benefits them without feeling overwhelmed by information requests.

Challenge

Challenge

Design a streamlined onboarding flow that balances three critical needs: capturing essential user data for personalization, communicating Luna's AI-powered value proposition clearly, and maintaining user engagement throughout the process. The solution needed to feel conversational and friendly—aligned with Luna's approachable personality—while efficiently moving users toward their "aha moment."

design process

design process

Design process include multiple overlapping stages that were often developed in parallel rather than following a strict linear path.

By utilities AI into the process. it is necessary to explore and document process for later development process.

01

Research

Research

User Research

Persona Development

Competitive Analysis

02

ideation

ideation

User flow

Sketching

Wireframes

03

design

design

Visual Concept

Brand Elements

Character Design

04

testing

testing

Interactive prototype

User Testing

Iteration

01: Research

01: Research

01-1

01-1

Competitors research

Competitors research

Company

Number of Onboarding Steps

~14+ Steps

3

Goal Setting & Initial Qualification

3

Insurance & Payment

2

Health Assessment

2

Goals & Motivation

3

Treatment & Account CreationSteps

~15+ steps

4

Introduction & Goal Setting

5

Motivation & Psychology

3

Challenges & History

2

Location & Demographics

1

Account Creation & Eligibility

Friction Points

Insurance questions early potential drop-off point

Multiple insurance-related screens for complex coverage scenarios

Government insurance creates additional screening

Primary care provider question may cause hesitation

Long psychological questionnaire but engaging

Age verification at end could disqualify users late in flow

State restrictions revealed late

Many screens before seeing concrete information

Trust Building

Weight tracking graph builds credibility

Clear medication options with brand names

Insurance navigation support mentioned

Professional, medical aesthetic

Empathetic messaging throughout

"Taking control isn't cheating" reframes weight loss

Testimonial content mid-flow

Acknowledges challenges ("We know it's not just about willpower")

01-2

01-2

PAIN POINTS

PAIN POINTS

Pain Point

User Impact

Severity

30+ minute onboarding

Very High Drop-off Rate

Criitical

14-15+ steps

High Fatigue

Criitical

Delayed value demonstration

Low Conversion

Criitical

Insurance complexity

Confusion & Abandonment

High

Late pricing disclosure

Trust Issues

High

Redundant questions

Frustration

Medium

No smart branching

Wasted Time

Medium

Poor progress indicators

Anxiety

Medium

No save & return

Mobile User Loss

Medium

Technical glitches

Extreme Frustration

High

Late disqualification

Time Wasted

High

01-3

01-3

OPPORTUNITIES

OPPORTUNITIES

1

1

Streamline the onboarding flow to 8-10 focused steps. Prioritize essential information and defer secondary preferences to post-onboarding, addressing the common pain point of lengthy experiences that cause drop-offs.

Streamline the onboarding flow to 8-10 focused steps. Prioritize essential information and defer secondary preferences to post-onboarding, addressing the common pain point of lengthy experiences that cause drop-offs.

2

2

Introduce an AI companion character for guided, conversational onboarding and provide contextual help. The character adapts tone based on responses and celebrates milestones, creating emotional connection from the start.

3

3

Enable audio chat for more natural and friendly interaction style. Use chat-based UI patterns to gather user information

4

4

Enable audio chat for more natural and friendly interaction style. Use chat-based UI patterns to gather user information

02: Ideation

02-1

User Flow

I followed a user-centered design approach, moving iteratively through research, ideation, design, and testing phases. Each stage informed the next, ensuring decisions were grounded in user needs and validated through testing.

Start

Back

Next

Ex: I like to lose weight

Go

space

123

M

N

B

V

C

X

Z

L

K

J

H

G

F

D

S

A

P

O

I

U

Y

T

R

E

W

Q

Alice

Alice

Feb 14, 1999

Back

Next

e.g., 5'7", 135 lbs

Back

Next

Back

Next

21

Back

Next

Information collected: Name / Birthday / Location / Weight and height

03: design

03: Design

The design phase transformed conceptual sketches into a living, breathing character. Using a multi-tool AI workflow, I built Luna from the ground up: exploring visual identity, crafting emotional expressions, and bringing her to life through animation and voice.

03-1

Luna Character

Explore Character in Midjourney

Explore 50+ character concepts across diverse styles. I crafted multiple prompts testing different forms, personality expressions, and ensuring each variation aligned with the brand's calming color palette and friendly, approachable tone."

Explore 50+ character concepts across diverse styles. I crafted multiple prompts testing different forms, personality expressions, and ensuring each variation aligned with the brand's calming color palette and friendly, approachable tone."

Create character variations

Once the core character was established, I used ChatGPT to generate detailed prompts for Midjourney, creating Luna's emotional range for different onboarding moments.

Once the core character was established, I used ChatGPT to generate detailed prompts for Midjourney, creating Luna's emotional range for different onboarding moments.

Create character variations

To bring Luna to life, I combined multiple AI tools to create animated, talking character interactions.

To bring Luna to life, I combined multiple AI tools to create animated, talking character interactions.

Animation Foundation : Created animated versions in Kling AI based on the character variations developed in the previous step

Animation Foundation : Created animated versions in Kling AI based on the character variations developed in the previous step

Used ElevenLabs (text-to-audio AI) to generate Luna's voice

Used ElevenLabs (text-to-audio AI) to generate Luna's voice

Combined animated visuals with AI-generated audio in Filmora

Combined animated visuals with AI-generated audio in Filmora

03-2

03-2

Matching graphic assets

Matching graphic assets

Illustrations style creation

With Luna's character established, I developed a complementary illustration system of 20+ assets for onboarding screens using Midjourney. These supporting graphics maintain visual consistency while adding contextual depth to each interaction moment.

With Luna's character established, I developed a complementary illustration system of 20+ assets for onboarding screens using Midjourney. These supporting graphics maintain visual consistency while adding contextual depth to each interaction moment.

03-3

03-3

High fidelity mockup

High fidelity mockup

High-fidelity prototypes bring the entire experience together—showcasing Luna's character, illustration system, and interaction flows in realistic mobile contexts. These mockups demonstrate how users will encounter Luna throughout their mental wellness journey.

High-fidelity prototypes bring the entire experience together—showcasing Luna's character, illustration system, and interaction flows in realistic mobile contexts. These mockups demonstrate how users will encounter Luna throughout their mental wellness journey.

A welcoming video introduction where Luna explains the onboarding process, setting expectations that it's quick, easy, and judgment-free.

A welcoming video introduction where Luna explains the onboarding process, setting expectations that it's quick, easy, and judgment-free.

Questions are presented through both Luna's voice narration and on-screen text, accommodating different user preferences and accessibility needs.

Questions are presented through both Luna's voice narration and on-screen text, accommodating different user preferences and accessibility needs.

Users can respond via text input (chat-style interface) or voice recording, with both methods formatting answers consistently for data collection.

Users can respond via text input (chat-style interface) or voice recording, with both methods formatting answers consistently for data collection.

Previous answers appear in a conversational chat format above the current question. Users can tap any response to edit their answer before proceeding

Previous answers appear in a conversational chat format above the current question. Users can tap any response to edit their answer before proceeding

Mid-flow encouragement from Luna reduces abandonment by acknowledging progress and minimizing perceived effort for remaining questions.

Mid-flow encouragement from Luna reduces abandonment by acknowledging progress and minimizing perceived effort for remaining questions.

IInteractive graphics and playful UI elements maintain user engagement and reduce drop-off during the onboarding process.

IInteractive graphics and playful UI elements maintain user engagement and reduce drop-off during the onboarding process.

A congratulatory video message from Luna celebrates the user's completion, reinforcing positive momentum and encouraging them to begin their wellness journey.

A congratulatory video message from Luna celebrates the user's completion, reinforcing positive momentum and encouraging them to begin their wellness journey.

Contact

Contact

Contact