Opal’s new approach involved projecting the time spent on smartphones over a lifetime and presenting users with the potential to save several years by using the product. This created a moment of high motivation, encouraging users to sign up for a free trial, similar to the commitment effect seen with gym memberships. The strategy not only increased trial sign-ups but also attracted users who were motivated to engage with the product. Through various iterations, the conversion rate of trial sign-ups from downloads improved from 7% to 17%.