“As an engineer whenever you start a new product you kind of build the login screen first. One of the nice things about being in Apple and Google's walls is you actually don't really need to create an account to make a purchase because you're already signed into your Apple or Google account. The biggest win that we had was moving login to after the paywall. We were seeing 10% drop off by having login being the very first screen.”

Move login AFTER the paywall — recovered 10% of the funnel

Engineers reflexively build the login screen first because they need it for dev, and then it stays in onboarding forever. Brett moved auth to AFTER the paywall (relying on Apple/Google identity to take the payment first), recovering the ~10% who otherwise bounced at a forced account-creation wall.