🔍 Current Onboarding Flow Analysis

• App selected: Bumble
• Summary of current flow:
  • Step 1: Splash screen with Bumble branding and CTA to continue with Apple, Facebook, or phone number
  • Step 2: Phone number entry and country code selection
  • Step 3: Validation of phone number with multiple error states
  • Step 4: SMS verification with 6-digit code and optional fallback call
  • Step 5: Repeated verification attempts if code fails or needs resending
  • Step 6: Location permission request explaining the need for nearby matches
  • Step 7: System location permission modal
  • Step 8: In-app notification prompt encouraging alerts for matches and messages
  • Step 9: System notification permission modal
  • Step 10: Intro screen indicating transition into profile-building (“Let’s make this about you”)
• Pain points identified:
  • Long and verification-heavy sequence before any engaging tasks
  • Multiple screens with similar actions lead to cognitive fatigue
  • Error states during phone input add friction and possible frustration
  • Early requests for location and notification permissions may feel intrusive
  • No progress indicator, making the flow feel endless
  • No early value explanation or motivation to continue beyond verification
  • No profile-building elements until very late, delaying the reward experience

🎯 Goals of the A/B Test

• Increase overall profile completion rate during onboarding by 10–15 percent
• Increase the percentage of users who upload at least two to three photos
• Increase the percentage of users who fill out a basic bio or prompt-based introduction
• Reduce drop-off during the early onboarding steps (verification, permissions)
• Shorten the total time required to complete onboarding without harming engagement
• Maintain or improve key guardrail metrics, including Day 1 activation and 7-day retention

📝 Variations

Variation A (Control):

• Current Bumble onboarding flow consisting of 10+ screens focused on verification, permissions, and account setup, with no early profile-building elements. Flow is linear, text-heavy, and includes repeated SMS verification steps.

Variation B (Treatment):