Gardy’s
Onboarding Journey

Strong interest before launch, but most users dropped off after sign-up. We redesigned onboarding to build usage confidence.

1M+users
46%onboarding lift
Three Gardy screens: route secured, SOS activated and security dispatched

My role

Product Designer

Team

PM, UX researcher, developer

Timeline

2023 to 2024

Status

Shipped

Context

Gardy delivers discreet, immediate help when it matters most.
Its own security team is never far away.Gardy delivers discreet, immediate help when it matters most. Its own security team is never far away.

  1. A woman on a dark street notices a hooded man following herThreat perceived
  2. She presses the SOS button on her phoneUser seeks help
  3. The app shows a loading spinner while the man gets closerHelp is delayed
  4. She looks down at her phone, disappointedTrust breaks

Safety apps have struggled to earn users’ trust because they were not there when it mattered most, and once that trust broke, people stopped reaching out. Gardy closes this gap with dedicated security personnel stationed across the city, ready to respond within 3 to 5 minutes.

Preliminary research

What the data revealed: Low engagement post sign-up

  1. Download
  2. Sign-up
  3. −54.3%Onboard*
  4. Main Screen
  5. Paywall
  6. Plan Selection
  7. −50%Purchase*
  8. −37.8%Engagement*

Preliminary research

What the users revealed: Low usage confidence

Interview cards. Lilly, Women: “Having the app makes me feel safer, but I would be hesitant to use it in real life. I think it would be embarrassing to have a guard escort me home.” Worried about Social Image. Max, Student: “I downloaded Gardy, but I honestly don’t understand what it’s meant to do or when I’d need it.” Lack Clarity in Value Proposition. Dave, Senior: “It seems like Gardy is meant for serious emergencies, which is great, but those almost never happen to me. I just don’t see a real need for it in my life.” Lack Everyday Relevance.

Design challenge

Strong interest before launch, but very low adoption after itStrong interest before launch, but very low adoption after it

Before launching the product, the company conducted market research, surveys, and user interviews to assess whether an app like Gardy would resonate with potential users. Survey findings showed that 84% of participants expressed a strong interest in using a platform like Gardy. However, despite the promising pre-launch feedback, the product experienced very low adoption after launch.

How might we

Redesign Gardy’s onboarding to build usage confidence and sustain engagement?

Audience

New users, from students to seniors, who sign up for Gardy but stop before onboarding ends

Goal

Build usage confidence early so sign-ups become engaged, paying users

Output

A redesigned onboarding flow, proposed for rollout through A/B testing

Platform audit

The existing onboarding overwhelmed users before it showed why Gardy mattersThe existing onboarding overwhelmed users before it showed why Gardy matters

Original onboarding screen 1Original onboarding screen 2Original onboarding screen 3Original onboarding screen 4

Competitor analysis

The strongest safety apps build trust through reassurance and routine, not alarmsThe strongest safety apps build trust through reassurance and routine, not alarms

SOLI - Women's Safety App onboarding screens

Test & iteration

A friendlier version was tested, but the SOS button seemed to overshadow Gardy’s everyday valueA friendlier version was tested, but the SOS button seemed to overshadow Gardy’s everyday value

Version 1 onboarding screens: learn how to use the SOS button, press the button to alert the nearest guard, the guard will automatically locate you within 10 to 15 seconds, security guards will keep you safe in any situation

Final design

Three features, introduced one at a time

“Circle of Safety” to determine safe routes screens
Discreet assistance through SOS Button screens
Live Tracking & Updates screens
  • Making the SOS button discreet
  • Reframing “Security” as “Get Escorted”
  • Reframing pricing as “insurance plan”

“Circle of Safety” to determine safe routes

Receive real-time data on the safest routes, including those protected by Gardy personnel.

Design rationaleProgressive Disclosure

Guided users step-by-step to reduce cognitive overload and clearly communicate Gardy’s value.

Discreet assistance through SOS Button

Through a pre-filled comprehensive user profile and live location tracking, the Gardy team will discreetly assist you in any situation

Design rationaleFeature Highlighting

Focused on the three most important product features in each section, applying the “Rule of Three” to enhance clarity, relevance, and user understanding.

Live Tracking & Updates

Going on a date? Send your plan to your close circle so that someone is always aware of your whereabouts.

Design rationaleInteractive Animations

Demonstrated features in action to increase engagement and make the onboarding experience memorable.

Other features

Small reframes that made Gardy feel discreet and approachable.

Design rationaleVisual Style

Used bold colors, rounded shapes, and a friendly tone to foster trust and approachability.

Other key screens

The core screens stay calm until help is neededThe core screens stay calm until help is needed

Landing page, SOS interaction, SOS activated and SOS tracking screens

Impact

Onboarding completion rose 46%, and Gardy grew to over 1M usersOnboarding completion rose 46%

Gardy guard car following a secured route to a user46%lift in onboarding completion
Gardy security crew next to a patrol car40+security companies partnered
A family walking together in a city park1M+user base reached
Implementation plan

We proposed an A/B test, showing the new onboarding to some users alongside the existing flow. This confirmed that the simpler flow and later pricing improved completion before full development.

Broader impact

Contributed to broader product impact, including partnerships with 40+ security companies, the Moldova Police Department, EENA (112), and expanding the app’s reach to 1M+ users.