The Problem
Users often enroll in Omada Health motivated to improve their well-being, but limited clarity around the program’s scope, structure, and expectations during onboarding can create confusion, increase drop-off risk, and lead to misaligned expectations later in the user journey.
From a business perspective, Omada Health had not benchmarked its onboarding against competitors in three years, creating uncertainty about its effectiveness in driving enrollment at a critical conversion moment.
Users eager to sign up may not fully understand their commitment, causing misaligned expectations and potential frustration.
Simplifying sign-up increases registrations but can reduce engagement or follow-through.
Users may feel overwhelmed or hesitant sharing health information, affecting trust and adoption.
The process
I conducted a competitive analysis across 12 platforms, including direct, adjacent, and out-of-category competitors, to understand onboarding patterns and emerging best practices. I documented each experience through screenshots and flow mapping, noting completion limitations where eligibility restrictions created blockers.
After synthesizing recurring themes, I validated insights with cross-functional stakeholders across marketing, sales, product, and UX to ensure alignment with business priorities.
Opportunities were then prioritized based on competitive prevalence, whitespace gaps, and stakeholder impact to inform actionable onboarding improvements.
Research Approach
To understand where Omada's onboarding experience stood relative to the market, I conducted a first-hand competitive audit, going through the full sign-up and onboarding flows of six competitors as an actual user would: WW, Noom, Noom Med, Livongo, Virta Health, and Hims.
Rather than relying on secondary research, I documented the experience screen by screen, capturing what information was asked for, in what order, and how each product communicated value along the way. I also flagged two emerging players, Hello Heart and 9am Health, as future competitive threats worth monitoring.
FINAL recommendations
From these insights, I developed three strategic recommendations, each grounded in competitive evidence and designed with testability in mind:
Prioritize and simplify the user journey. Competitors like Livongo and Virta Health front-load eligibility criteria before behavioral questions, reducing verification wait time and making the flow feel purposeful. I proposed reordering Omada's application flow accordingly and consolidating fields that were split across panels (e.g., moving first/last name, phone, and zip code to a single welcome screen). This required no new design, just a smarter sequence.
Personalize to build confidence. Using inputs users had already provided, the flow could dynamically surface relevant outcomes, peer stats, and condition-specific messaging. Noom Med and WW both do this effectively mid-flow. I identified three specific A/B test opportunities: interspersing testimonials, adding contextual microcopy to sensitive questions, and tailoring confirmation messages by diagnosed condition.
Use branding to drive excitement and clarity. Omada currently has no product previews during onboarding, a notable gap given that WW, Noom, and MasterClass all introduce what users will actually experience before they commit. I recommended adding a lightweight product preview moment post-account creation, and strengthening brand voice throughout the flow to make the program feel real and worth completing.
Impact & Retrospective
The analysis was presented to the Enrollment team and relevant stakeholders at the close of my internship. It delivered a prioritized framework for onboarding improvements, organized by level of effort and potential impact, that the team could use to align cross-functionally and sequence A/B testing. By anchoring every recommendation in competitive evidence and proposing testable variants, the work moved directly from insight to an actionable roadmap.
If I had more time...
If I were to extend this project, I'd complement the competitive audit with Omada-specific drop-off data to validate which moments in the flow represent the highest-impact intervention points. The competitive findings point to what's possible, internal funnel metrics would sharpen exactly where to start.
