Abercrombie & Hollister App Onboarding

The Background

Previously on Abercrombie & Hollister sites, customers who create an account go through a points-earning "onboarding" experience, answering questions to earn points that can be redeemed for money.

This same experience exists on the mobile apps as well - customers who sign up via the mobile apps get a web view of the onboarding experience

This onboarding works for our site users, but is very unexciting on the mobile app - more so as mobile app customers are much more loyal and engaged with our brands, and are more likely and willing to answer questions.

The Challenge

How can we can make the loyalty onboarding, points earning experience exciting to the more engaged customers on the mobile app? 

By simply using imagery, motion, and interaction design, this onboarding experiencing is much more elevated and intentional for these engaged users. The questions are exactly the same, but feel more interesting and engaging to increase retention rate.