One year, one product
Twelve touchpoints across acquisition, conversion, and brand
Product Design
Onboarding, home screen, cancellation flow, badges, referral — shaping how the product feels end to end.
Monetization
Web redesign
Marketing
Acquisition
A product's first impression isn't a single screen. Every touchpoint between discovery and day one shapes whether a user stays or leaves. My work here focused on making that system feel coherent, honest, and genuinely compelling.
What I worked on
A new home screen built around moving image, designed to communicate the product's value before a user has learned a single thing
A fully rebuilt onboarding flow, aligned with the updated visual language and designed to reduce friction while setting clear expectations
Custom App Store listings and in-app marketing events, tailored to different audiences and moments
Why it mattered
The onboarding and the home screen were intentionally designed as a pair. A user who converts from an ad and a user who opens the app for the first time should feel like they've arrived at the same place — visually and emotionally.
Monetization
Paywalls are one of the most consequential — and most mishandled — surfaces in any subscription app. My focus here was on making the conversion moment feel earned rather than forced, and on giving users genuine agency even when they wanted to leave.
What I worked on
A multi-step paywall designed for A/B testing against the existing single-screen version, exploring whether pacing and progressive disclosure could improve conversion
Ongoing paywall iteration and optimisation, responding to test results and evolving the design over time
An in-app cancellation flow that lets users cancel directly from settings — designed to reframe value honestly rather than create friction through dark patterns
Why it mattered
The cancellation flow is the piece I think about most. It's a rare opportunity to be respectful to a user and that kind of integrity tends to reduce churn more sustainably than manipulation.
Retention & Brand
Paywalls are one of the most consequential — and most mishandled — surfaces in any subscription app. My focus here was on making the conversion moment feel earned rather than forced, and on giving users genuine agency even when they wanted to leave.
What I worked on
A badge and awards system for the Profile and Academy Path, giving users visual recognition for their progress through structured learning
A referral programme, designed to turn existing users into a natural acquisition channel
A full website redesign, bringing the evolved product identity into the brand's external presence
Why it mattered
The badges were a small change with an big emotional role — marking progress in a way that felt meaningful and gamified. The referral programme extended that sense of belonging outward.
