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3 lessons from Bumble’s onboarding

An early activation and monetisation masterclass

Rosie Hoggmascall
UX Collective
8 min readMar 16, 2023

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Bumble logo

Not only was Bumble the second most downloaded app in the US last year, it also has a whopping 40 million monthly active users and 1.8 million paying users.

Bumble’s metrics are seriously impressive.

How do they do it? How does Bumble activate users early on? How do they monetise so many single-and-ready-to-mingles?

This article looks at three key lessons from Bumble’s activation flow (onboarding and after), touching on how they calm stressed-out daters, create a light onboarding experience, and progressively disclose key features later on.

First things first, let’s dive into some dating psychology.

Lesson 1: calm users' nerves as early as possible

Dating is scary. Putting yourself out there, getting ghosted, sifting through profiles, trying to be witty— it’s exhausting.

The first thing that jumped out to me in Bumble’s 15-step onboarding flow was how they put users at ease as soon as possible. From as early as the second and third onboarding screen, users are clear:

  • How their information will be used

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Published in UX Collective

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Written by Rosie Hoggmascall

I write a weekly newsletter on UX, monetisation, product-led growth | Sign up @ growthdives.com

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