Read at Medium
The growth hack for Threads, an app created by Instagram, required users to connect their account with their Instagram profile. This prevented users from maintaining separate online identities and caused an 'identity crisis' for some users.
'I was faced with an identity crisis. I'm a suburban mom on Instagram and an industry leader on Twitter', says one of the iOS App reviews
Quick onboarding strategies can help boost key performance indicators (KPIs) related to the onboarding process, but they can also hinder long-term retention. A case study with Superhuman, a productivity app, showed that adding friction to the onboarding process (requiring a meeting with the CEO) actually improved long-term retention and reduced churn.
Contrary to our tendency to hate friction, it was a net positive decision for the company as they showed this reduced churn.