A/B Testing for Bumble's Onboarding Process

Overall the A/B test plan for onboarding Bumble is well-structured taking into detail consideration of the success metrics.

And here are some of my considerations:m

1. It would improve the plan readability if onboarding screens of variation A could be presented as well.
2. It would be interesting to share your insights on the target of 90% profile completion rate for Variation B.
3. In the new design, it might be more motivative for new users if they could decide which step/what data to take for completing their profile. That said, the current design looks like pushing users to give all the data the App requests, otherwise they could not complete the profile.

All in all, a great job.

Good job overall! I like how clearly the goals, hypothesis, and test plan are structured.

The segmentation and guard-rail mindset show strong product thinking, and the flow logic in Variation B feels well thought through.

One thing I’d be curious to challenge is the hypothesis around the 90% completion rate, it feels quite ambitious for a dating onboarding. It might be interesting to clarify the baseline and expected uplift to make the success criteria more grounded.

Also, you might consider describing Variation A more neutrally, as a baseline flow, to keep the A/B framing unbiased.

Overall, the solid case has clear thinking behind the decisions.

Hey Jack.

I really like the redesign you did. It’s great how you clearly set expectations upfront by showing users what will be filled in, and how you continuously motivate them to complete each section.

One thing I’m curious about is the CTA behavior. Since the “Next” button is always active, does that mean users can skip each step even if it hasn’t been completed? If that’s the case, did you think about how users are motivated at that moment? Are there any minimum validations in place, for example requiring at least one image, or is everything optional? I’d love to understand the thinking behind that decision.

Looking forward to seeing the results. Great work overall.