The genius of engagement-first onboarding

Imagine you’ve just downloaded a brand-new app. You're excited to see what it has to offer, but before you even get a glimpse, you’re hit with a signup wall. “Create an account,” it says, followed by a long form asking for your email, phone number, and a password with 12 characters. At this moment, your excitement is already fading.

Now, let’s flip the script. What if instead of being stopped at the gate, the app welcomed you in? What if it showed you its magic right away, inviting you to stay and explore?

This is the brilliance of the engagement-first, account-last onboarding strategy. It’s a user-centered approach that’s helped apps like TikTok and Duolingo grow into global sensations while keeping users happy and loyal.

Why it works?

1. Instant hook

   Engagement-first onboarding invites users to explore the app’s magic. By the time they're hooked, signing up feels exciting, not tedious.

   
   

2. Trust first, data later

   Users happily share personal info after experiencing the app’s worth. It’s a win-win: trust builds, and signup feels natural.

   
   

3. Bigger impact

   Exploring the app without registering feels risk-free, encouraging users to dive in. They’re more likely to stick around once they’ve tasted the value.

   
   

4. Discover & delight

   Users get to explore, enjoy, and feel the app’s value right away. Instead of being forced into signing up, they naturally choose to stick around.

Why many new apps struggle to adopt this strategy?

1. High development costs

   Creating an app that works without requiring an account is complex. Startups need to build guest modes, ensure data security, and handle scalability—all of which can be expensive and challenging for limited budgets.
   

2. Fear of losing user data

   By delaying account creation, apps risk losing valuable data that could be collected during signup. For example, without an account, it’s harder to track a user’s behavior or personalize their experience.
   

3. A critical choice

   Some apps focus too much on quick wins, like boosting signups, instead of building long-term user engagement. This short-term approach often leads to higher user drop-offs and lower retention.

What are the downsides of account-first onboarding?

When apps prioritize account creation before engagement, they risk alienating users. Here’s why:

1. Increased friction

   Users have to invest time and effort without knowing if the app is worth it.
   

2. Higher abandonment rates

   Many users drop off during the registration process, especially if it feels tedious or invasive.
   

3. Missed opportunity to hook users

   Without showcasing the app’s value, users might never discover why it’s worth staying.

Apps that get it right

Several successful apps have mastered the engagement-first approach:

• Duolingo: The app allows users to take a quick language test or complete a lesson before asking for an account. You can set up your profile anytime you want.

  

• TikTok: The app welcomes users into its endless stream of entertaining videos from the moment they open it, proving its value instantly. Only after several hours of use does it ask users to create an account.

Takeaway

To new founders and designers, especially those launching fresh apps: let your users fall in love with your product before asking them to commit. Give them the freedom to explore and experience the value of your app before requesting an account. Yes, this strategy comes with challenges, but the rewards in user engagement and loyalty are undeniable. Apps like TikTok and Duolingo have nailed this “engagement-first, account-later” approach, turning curious first-timers into dedicated users by putting value and experience first. It’s a simple but powerful way to create lasting connections.