Role
Founding product designer
Skills
BrandingUXUI / Visual designMarketing
Impact
Growth hacked from 0 to 9000+ users in 8 months Reduced drop out rates by over 30% within 2 months. Managed and launched a bootstrapped app into both app stores
Software
GA, Mixpanel, Notion, Figma, Adobe illustrator, Meta Ad suite
Team
Myself, Founders, 1 Senior BE Engineer
Problem statement
How to create and grow a digital experience for unique method in personalised training plans.
- How to make a reliable and accessible app?
- Long customer lifecycle and delayed benefit from using the app.
- Deliver a trusted source of value digitally.
- How to make the app feel premium?
Solution
Create a short, stable and engaging experience that provided a user immediate value in onboarding.
- Research + in-depth QA and unit tests with high accessibility threshold.
- Clear and quick user benefits displayed and personalised at key moments.
- Accurate data crunching and consistent, elegant UX.
- Beautiful visual design and thoughtful interactions.
Onboarding
Prior to growing our user base, we focused on perfecting our app's functionality and offering a standout core experience. Kaizen’s unique selling point is the accuracy of its race prediction (based on Strava data) and a customised but flexible approach to training. By harnessing the allure of the prediction, we guided users through account creation while educating them on how our app works as they created a personalised training plan.
Auth & benefits
Impact: Reduced drop out rate from 10% to under 5% of a user base that grew from under 1000 to over 9000 within 5 months
Where we started
Creating a brand
Profile journey maps
Prototypes
Methods
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Where next
Goal: Improve drop rate of first screen
1. Front load the app benefits
2. Automatically story benefits and short circuit CTA to account creation if desired
3. Add extra onboarding to activation phase including broken up video tutorials
4. Create additional low cost email channel to provide further tips and engage users
5. Further personalisation of training plan e.g. pick specific race from API
6. Bring benefit page design inline with Meta ad & App Store creative
7. More specific SDK integration between attributions platform, GA and Meta
Key Contributions
In person testing, workshops and write ups.
Tracked, tested and benchmarked iterations of onboarding flow
Advocated for accessibility with detailed QA process and sprint management.
Brand designed a comprehensive design system for consistent visuals.
Summary
With very limited resources we launched Kaizen on both app stores and rapidly reduced sign up friction helping us to reduce drop out and go from 0 accounts to 9000+ within 8 months.