Strategy + Launch Plan

Conversion UX

How OneClient turns trial signups into Founders — without trial anxiety, without forced commitment, without losing the brand voice.

Locked 23.06.2026 For Julia · Max · Dmitrii Sister docs LAUNCH_COPY · Master Plan

In 30 seconds

The five strategic shifts

Everything in this document flows from these five decisions. If you only have time to read one section, read this one.

Membership, not Trial

Founders from Day 1. No "trial" language in the app. Calendar-honest billing dates instead of anxiety countdowns.

Private Mode

Skip-the-commit path leaves the studio in private mode — buildable but not openable publicly. Honest constraint.

Hook Loop

Variable rewards (visitor stats, milestones, real bookings, Studio Tips) drive daily reflexive engagement.

Activation flow

The existing Getting Started Checklist becomes the activation engine — premium voice, celebration, milestones.

Studio Opens = Commit

The unboxing moment happens at Face ID. The studio literally opens to the world the instant they commit.

🚨

Pricing in code does not match locked decision

Current code: $4.99/mo Founder, 200 spots, $6.99 annual, $9.99 monthly. Locked decision: $12/mo Founder, 100 spots, $24 annual, $29 monthly. Must be updated by Dmitrii before launch (Task D1).

Foundations

Core principles

The mental models we build everything else on top of.

Membership, not Trial

If they put a card on file, they're a Founder Member from Day 1 — not a "trial user." This isn't semantics; it's a fundamentally different psychology.

"Day 5 of 14 trial"	"Founder since June 24"
"Should I keep this?"	"When is my next charge?"
Trial = anxiety countdown	Billing date = calendar fact
Cancel = exit	Cancel = leaving

Private Mode replaces Skip

If they skip the Face ID prompt, their studio enters private mode — they can build but can't open publicly. Honest constraint, not punishment. The studio metaphor preserved: they haven't OPENED yet.

Hook Loop (Nir Eyal)

Trigger → Action → Variable Reward → Investment. Visitor counts vary daily. First bookings are unpredictable. Studio Tips rotate weekly. Each loop deepens engagement.

The Studio is the identity

Every action they take is FOR THEIR STUDIO. They build a menu, open doors, decorate the space. Premium-editorial voice in every prompt — never SaaS jargon.

User journey

The four phases

From signup to subscription, every day has a purpose. By Phase 4, the conversion decision is already made — Day 14 is just the calendar moment.

Phase 01

Activate

Day 0

Build the studio + commit as Founder.

Big win: their studio opens to the world.

Phase 02

Delight

Days 0–3

See how good their work looks.

Big win: "This is actually mine."

Phase 03

Expand

Days 3–11

Invest in more features + content.

Big win: "I keep finding more to love."

Phase 04

Commit

Days 11–14

First billing approaches naturally.

Big win: "I'm a Founder. My studio is mine."

The most important moment

Payment commitment

Where it happens: end of onboarding, immediately after Step 5 (Completion screen). The user has never been more emotionally invested. Studio just materialized. Identity claimed. Founder offer pull at peak.

Pre-Prompt

✨ Your studio is ready to open.

Lock in your Founder rate to open the doors.

💛14 days free starting today

📅First charge July 8 — $12/mo

🔒Locked forever as a Founder

✉️We email 3 days before any charge

🎯Cancel anytime in Settings

73 of 100 Founder spots remaining

Lock in Founder rate

Continue setting up first

Post-Confirmation

Welcome, Founder #47 ✨

Your studio is open.

1client.app/glow-by-sofia

📅First charge: July 8 — $12

✉️Receipt sent to your email

💛You'll never lose this rate

Founder #47 — locked forever

Open my studio →

Trial timing: starts at Face ID confirmation, not signup. Time spent in onboarding doesn't count against the 14 days.

Web (Polar): same pre-prompt screen, then redirect to Polar checkout instead of Face ID. Return to post-confirmation screen.

Apple/Google IAP: their UI shows standard "Try free, then $12/mo" with Face ID — that's out of our control. Our pre-prompt screen does all the persuasion before they see Apple's UI.

When they skip

Private Mode

The "Continue setting up first" path. Their studio is BUILT but not OPEN. Honest framing — they're still preparing.

What Private Mode means

They CAN

Build their page fully
Pick themes, add services, upload photos
See the live preview
Add booking rules, deposits
Customize everything internal

They CANNOT

Share their booking URL publicly
Accept real bookings
Claim a Founder spot (still available)
Show their studio to clients

If anyone visits their URL during Private Mode:

Public visitor sees

✨ Glow by Sofia

This studio is opening soon.

Notify me when it opens

Email-capture bonus — visitors become a future client list.

Contextual re-prompts

These appear based on user context, not on a timer. Not annoying — relevant.

Trigger	Prompt
Tries to copy/share URL	"Your studio is in private mode. Lock in your Founder rate to open it."
Previews their page	"Looking good. Ready to open this to clients?"
Adds 3rd service	"Your menu is taking shape. Open your studio to accept bookings."
Day 3 in Private Mode	"Your studio's been ready 3 days. 27 Founder spots filled since you set up."
Day 7 in Private Mode	"Your studio is ready to open. 64 of 100 Founder spots remaining."
Day 10 in Private Mode	"Studio enters pause mode in 4 days. Lock in your Founder rate to keep it active."

Day 14 dormant state

If they still haven't committed: studio enters paused state. All work saved. Login still works. Soft re-engagement emails continue.

Dormant messageYour studio is paused. All your work is saved. Lock in your Founder rate anytime to reopen.

The Home dashboard

One card, five states

A single contextual card on the home dashboard that adapts based on where the user is. Always feels alive. Always forward-pointing. Never sad with zeros.

State 1

Setup incomplete

"Your studio is 40% open" + progress bar + next-step CTA.

State 2

Setup complete, no shares

"Share your studio" — URL + QR code + 3 share suggestions.

State 3

Page shared, no bookings

"Your studio is open. 8 visitors so far this week" — visitor stats.

State 4

First booking received

"Maria booked Classic Lashes for Friday. Your studio is operational."

State 5

Established (5+ bookings)

"Studio Insights" — visitors, bookings, top services, sharing tips.

Premium content, in-app

Studio Tips card

Rotating premium-feeling tips on home dashboard. Replaces the "bonus PDF" concept entirely — OneClient isn't an info product, it's a brand that gives ongoing value.

💡

"Beauty pros who require deposits see ~40% fewer no-shows. Set yours in Booking Rules → Cancellation."

Why this works: premium positioning without info-product baggage · reinforces brand as the studio expert · drives feature discovery · easy to maintain (write 5–10 to start, add 1/week) · Squarespace + Notion both use this pattern.

Launch list — Tier 1

Who does what

Everything below is must-ship for July 15 launch. Color-coded by owner. Update status as work progresses (⬜ → 🟡 → ✅).

Julia — Copy + content + strategy

9 tasks · ~10–15 hours total

0 / 9 done

J1Studio Tips seed — write first 10 tips deadline Jul 5

Format and tone in the Studio Tips section below. 10 by Jul 5 ideal.

J2Membership language audit

Walk through the app, list every screen with "trial" wording for replacement.

J3Studio Opens celebration copy

Write the celebratory text + sub-copy for the Face ID confirmation moment.

J4Trial-ending email sequence — 3 emails (Day 11, 13, 14)

In brand voice. Drafts in the Copy Strings section below.

J5First-booking celebration copy

Quick + warm. Triggered on real booking received.

J6Private Mode "Studio opening soon" public page copy

Soft, brand-aligned. With email-capture for future clients.

J7Re-prompt copy for Private Mode triggers (6 contexts)

Listed in the Private Mode table above.

J8Studio progress reframe — Getting Started step names

Premium voice: "Build your menu" not "Add services."

J9Dormant state copy + re-engagement emails

For Day 14+ skippers. Soft, never punitive.

Max — Visual design

11 tasks · ~2 weeks full-time

0 / 11 done

M1Pre-prompt screen design (end of onboarding) most leveraged

THE critical screen. Locked copy in this doc — Max designs the layout.

M2Post-confirmation screen (Founder welcome)

Celebratory but premium. Their URL displayed prominently.

M3Studio Opens celebratory animation unboxing moment

Triggered at Face ID confirmation. The unboxing moment.

M4Getting Started Checklist polish

Completion animation per step + milestone celebrations.

M5Home dashboard contextual card

Single slot, 5 visual states (see Dashboard section).

M6Studio Tips card design

Premium feel, rotates weekly.

M7First-booking celebration animation high priority

Confetti / celebratory moment when first real booking comes in.

M8Calendar-honest billing indicator

"First billing Jul 8" — subtle nav badge, never anxious.

M9Trial-ending modal (Days 11–13)

Soft, factual, founder-warm.

M10Private Mode "Studio opening soon" public landing

Clean, on-brand, with email capture.

M11In-app notification center foundation

UI shell — actual notification types in Tier 2.

Dmitrii — Dev + backend + integration

14 tasks · ~3–4 weeks full-time

0 / 14 done

D1🔴 Pricing alignment in code do first

$12 founder / $24 annual / $29 monthly + 100 spots. Currently $4.99/200 — must update.

D2Polar replaces Stripe for web billing

Subscription page currently routes to Stripe portal — needs Polar integration.

D3Move Face ID prompt to end of onboarding

Currently implicit on signup — needs explicit prompt before commit.

D4Private Mode state implementation

Backend flag + URL routing + page state checks.

D5"Studio opening soon" public page (Private Mode)

Replace booking page render with soft landing + email capture.

D6Studio Opens detection

When required fields complete AND committed → trigger celebration + Founder ID assignment.

D7Trial countdown — start at Day 11, not last 3 days

Calendar-honest mode from Day 1, escalates Day 11+.

D8Visitor stats tracking + display

Per-page visitor counter for home dashboard card.

D9First-booking event detection

Hook into existing booking creation flow, triggers celebration.

D10Email triggers wired (Day 11, 13, 14 + welcome + post-confirm + dormant)

Resend templates triggered by subscription state changes.

D112-segment trial messaging

Apple ASSN + Polar webhooks → state machine → differentiated messages (subscribed vs cancelled-on).

D12Founder counter — live server-side

Real-time count of claimed Founder spots. Visible in pre-prompt + contextual prompts.

D13Subscription state machine

TRIALING, ACTIVE, PRIVATE_MODE, CANCELLED_ACTIVE, DORMANT, EXPIRED.

D14In-app notification center backend (foundation)

Tier 1: foundation only. Actual notification types in Tier 2.

✦

Joint review tasks

3 tasks · ~1–2 hours together

0 / 3 done

✦1Pre-prompt screen review + test on real device

Julia + Max + Dmitrii together. Test the whole flow.

✦2Studio Opens animation review

Does it feel celebratory enough? All three sign off.

✦3End-to-end walkthrough: onboarding → commit → first day usage

Every conversion UI string in one place. If a string changes, change it here first, then propagate. Don't paraphrase in code or design — paste exactly.

Pre-prompt screen✨ Your studio is ready to open. Lock in your Founder rate to open the doors. 💛 14 days free starting today 📅 First charge [DATE] — $12/mo 🔒 Locked forever as a Founder ✉️ We email 3 days before any charge 🎯 Cancel anytime in Settings [X] of 100 Founder spots remaining [ Lock in Founder rate ] [ Continue setting up first ]

Post-confirmation screenWelcome, Founder #[N] ✨ Your studio: 1client.app/[nickname] 📅 First charge: [DATE] — $12 ✉️ Receipt sent to [email] 💛 You'll never lose this rate [ Open my studio → ]

Private Mode public-facing page✨ [Studio Name] This studio is opening soon. [ Notify me when it opens ] Powered by OneClient

Studio Opens celebrationYour studio is open. ✨ [Their actual URL displayed] [ Share with one person today → ]

First-booking celebrationYour first booking ✨ [Client name] booked [Service name] for [Date/time] Your studio is operational.

Day 11 trial-ending modalYour first charge is in 3 days. You've built something real. Lock in your $12/mo Founder rate to keep your studio. [ Continue as Founder ] [ Manage subscription ]

Calendar-honest indicator (always visible from Day 1)Founder Member · First billing [Date]

Private Mode persistent bannerYour studio is in private mode. Lock in your Founder rate to open it.

Dormant state message (Day 14+ for skippers)Your studio is paused. All your work is saved. Lock in your Founder rate anytime to reopen.

Email — Day 11 (3 days before charge)Subject: Your first charge is in 3 days Your studio's been live for 11 days. You've added X services and uploaded Y photos. In 3 days, we'll charge your card $12 for your first month as a Founder. No action needed if you want to continue. If you need to change anything, head to Settings → Subscription. — Julia

Email — Day 13Subject: Tomorrow, $12 to your card Tomorrow your card gets charged $12 for your first month as a Founder. You're locked in at this rate forever, even as our prices climb. If anything's changed for you, you can manage in Settings. Otherwise, see you tomorrow as an officially-paying Founder. 💛 — Julia

Email — Day 14 (after charge succeeds)Subject: Welcome to your second month as a Founder $12 charged successfully. You're a paying Founder now. [Receipt link] Your next charge is [DATE]. — Julia

Email — Private Mode Day 7 re-engagementSubject: Your studio's ready to open You built a studio 7 days ago and it's been in private mode since. 64 of 100 Founder spots remain. Want to open it? [Link to Settings → Lock in Founder rate] — Julia

Email — Private Mode Day 14+ dormantSubject: Your studio is waiting Your studio is paused but all your work is saved. Whenever you're ready to open the doors, your Founder rate is here for you. [Link to Settings → Lock in] — Julia

Voice reference

Membership language

When in doubt, choose the right column. This applies to all in-app strings, emails, push notifications, and design mockups.

✗ Don't use

"Trial"
"Subscribe"
"Upgrade"
"Free trial ending"
"Sign up for X"
"Buy now"
"Limited time offer"
"Don't lose access"
"X days left in trial"

✓ Do use

"Founder"
"Founder Member"
"Founder #[N]"
"Lock in"
"Open your studio"
"Your studio is open"
"First billing [DATE]"
"Locked at $12/mo forever"
"Your studio is yours"

For Julia to write

Studio Tips seed library

First 10 tips for the rotating card. Each is 1–3 sentences in editorial voice. Should lead with a specific stat, tie to an actionable feature in OneClient, drive feature discovery while teaching.

"Beauty pros who require deposits see ~40% fewer no-shows. Set yours in Booking Rules → Cancellation."

"Adding a 'Most Popular' tag to one service makes clients ~30% more likely to choose it. Try it on your highest-margin offering."

"67% of beauty bookings happen between 8pm–11pm on phones. Your booking page is working while you sleep."

"Studios with 5+ portfolio photos book 2× more than those with 1–2. Aim for variety: close-ups, full looks, transformations."

"Charging by service (not by hour) lets you optimize pricing for skill, not time. Most lash artists earn 40% more this way."

"A 24-hour cancellation policy = ~25% less last-minute chaos. Set yours in Booking Rules."

[Julia to write]