The Fabulous
Onboarding.
The Fabulous Onboarding Flow
A flexible onboarding system in Webflow CMS for The Fabulous, a self-care coaching app. The team had a wide range of ideas for introducing potential users to its premium offering and needed a practical way to test them.
The CMS allowed editors to create and customise onboarding flows, combining different content and design options into variants for A/B testing. New variations could launch in minutes, without additional development work.
This turned onboarding from a series of individual builds into a reusable system, giving the team more freedom to experiment and refine the journey towards a premium subscription.
50+ custom templates to mix and match
The Fabulous design team created more than 50 Figma templates for different onboarding steps. These were implemented in Webflow, with CMS controls allowing the marketing team to mix and match templates to build and test different flows.
Marketers could change text, buttons, colours, backgrounds and other design elements directly in the CMS, without asking a developer for every update. This gave them room to try new ideas and get tests running quickly.
Growing to over 80 templates
The system eventually grew to more than 80 templates, each coded with options for colours, illustrations, text and content blocks. The marketing team could create new variations through selections and toggles in Webflow CMS.
Conditional logic determined the next step based on users’ answers, making the journey relevant to their responses.
Editors could mix and match steps, launch new flows for A/B testing and adjust or retire versions as results came in. The system gave the team freedom to experiment without needing a developer for every change.
Empowering Marketing Teams with Dynamic Web Experiences
Webflow's powerful CMS functionality allows us to create complex and dynamic websites effortlessly. With custom fields and flexible schemas, we easily structure content and connect it to any design. The true magic lies in my ability to think outside the box, solving complex problems and crafting innovative solutions. Building a CMS is not just a technical endeavor; it's a creative process that requires a keen eye for detail and an unwavering commitment to delivering remarkable results.
