Flomotive
Driver Learners App
A driving theory app with 500,000 users, helping learners prepare for their exams.
Project scope
Research, CRO copywriting, journey design, UX/UI, mascot design and animation, and interactive prototyping.
50+ designed screens covering onboarding, practice and subscription choices. Development is being handled by the client.
The English-language prototype demonstrates selected interactions and learner profiles.
Sample story videos and text are demo content, not verified testimonials.
The previous onboarding described the app’s features, then left learners to find their way inside. We redesigned it as a guided first session, with paths tailored to different learner needs and a chance to experience the teaching before choosing a subscription.
We created the onboarding from research and CRO copy through UI, mascot design and prototyping. The client is implementing the designs. The goal is to help learners understand the app’s value before deciding whether to subscribe during onboarding.
Client analytics highlighted drop-offs in the old onboarding. We combined those findings with the team’s industry knowledge, marketing research and our own research to define learner profiles and reshape the first session. Competitor research also helped establish a distinct visual direction.
We initially explored a shorter flow. Discussions with the client about learner motivation and existing trust in the app supported a longer journey that could demonstrate the app before subscription. We developed copy and wireframes together, tailoring the sequence to different learner profiles and making each step earn its place.
A longer journey needed screens that were quick to understand. We used clear hierarchy, focused content and purposeful motion to limit unnecessary taps. The visual language distinguishes the app from competing apps, welcoming younger learners while remaining appropriate for adults.
We brought branching questions, quiz feedback and mascot animations into an interactive prototype. Limited internal testing gave us encouraging early feedback on the experience. The client is now implementing the designs; live user behaviour will provide the next stage of validation.
App design preview
App design preview
Answers about exam experience, goals and available time shape the questions and journey that follow. First-time learners and people retaking an exam encounter paths designed around their different needs.
Watch the profile take shape. Restart to replay.
App design preview
A short guided practice sequence introduces answering questions, getting feedback and understanding mistakes. Clear explanations show how the app teaches, helping learners judge its value before choosing a subscription.
Answer a question and open the explanation.
The mascot takes the form of a green traffic light with a cap. We designed him as a confident, knowledgeable guide who makes learning feel approachable. His reactions reflect correct answers and mistakes, with a response suited to each moment.
App design preview
We designed a subtitled video testimonial format that is easy to scan, positioned where learners may still hesitate. The intended stories feature different learner profiles reaching their goals, helping people recognise the service’s relevance to their own situation.
Swipe or scroll inside the phone.
Illustrative demo content. These are not verified learner testimonials.
The old flow deferred purchase until after a free trial. The redesign introduces a subscription decision during onboarding, after learners have experienced relevant practice and guidance. Plan, price and trial information support an informed choice.
Development is in progress. Commercial outcomes will be measured after launch.
The client is developing the redesigned onboarding. Limited internal testing has been encouraging; live user and commercial results are not yet available.
Paid conversion from onboarding
Average paid subscription duration
Subscription revenue per cohort
