CAFU is an on demand car services super app delivering fuel and vehicle services directly to doorsteps. Despite strong download numbers, first-time user activation was underperforming, affecting conversion from launch to first completed order.
A majority of users dropped off before reaching any meaningful value. The existing onboarding forced account creation before exploration, confronting new users with a phone number gate and little context. This early friction significantly limited activation and engagement.
To address this, onboarding was redesigned to prioritise value discovery first, delaying account creation until users clearly understood what CAFU offered and were ready to transact.
