Reflekterande mikrofriktioner i mobil onboarding: Ett fältexperiment om premiumengagemang
Laieh Jwella · DiVA (Linkoping University) · 2026
Mobile onboarding is often optimized to minimize friction, under the assumption that shorter and smoother flows improve activation and early retention. In freemium applications, this emphasis on speed can become a blind spot: users may complete setup efficiently but reach monetization prompts in a low-attention, completion-focused state. This thesis evaluates whether a brief reflective micro-friction placed immediately before a premium paywall affects premium engagement behavior in a real onboarding funnel. In collaboration with Truecaller AB, a reflective survey–solution intervention was embedded before the Premium paywall in Truecaller’s Spanish Android onboarding flow in LATAM and tested via a production A/B experiment (≈53,000 users over two weeks). Users answered short single-select prompts about call-related pain points, followed by feature messaging framed as direct responses. Premium free-trial initiation was the primary outcome, with uninstalls and deactivations monitored as guardrail metrics. The variant increased free-trial initiation by +73.7% relative to control without exceeding guardrail thresholds, suggesting that small, well-timed reflective steps can increase premium engagement in cognitively heavy onboarding contexts.