Below, I compare onboarding for three different types of apps: social (Instagram), productivity (Notion), and finance (Venmo).
Instagram’s onboarding centers connection in order to retain their new users. They are asked for just enough information to start (like name, email, birthday) then encouraged to follow friends or creators right away. Syncing contacts is optional but strategically placed; it’s the bridge between an empty feed and a personalized one. Because users can skip it and still explore, the friction is minimal, mostly from people who hesitate over privacy permissions. Instagram’s approach works because it gives you something to look at instantly while layering in social features later.
Notion’s onboarding feels more reflective as it wants to learn what kind of thinker you are. It asks how you plan to use it (personal, school, or work) and then tailors a workspace and templates that match. The goal is getting you to build your first page and realize that the application is capable of organizing one’s life. The trade-off is time; Notion’s extra steps can cause a slightly larger friction, but the users who stay tend to be more engaged and long-term.
Venmo’s process is the most demanding. To function at all, it needs verified users with linked bank accounts. Compliance and security take priority over speed. The app explains this clearly, but it’s still a high barrier, as forgotten bank passwords, Plaid errors, or privacy worries can derail setup. I’d estimate it to have the largest friction of all three apps, as users who encounter friction at this step don’t finish onboarding immediately. However, due to its powerful functionality and prevalence in social circles, users end up doing the work.
In essence, Instagram optimizes for instant engagement, Notion for early creation, and Venmo for financial trust. Each sacrifices speed differently, but all aim to get users to the app’s goal.
