How I increased trial conversion and revenue by 5x (and won a Webby)

Happier

React native mobile app | Shipped
UX, UI and content design for a native mobile consumer app 

OVERVIEW

As a product designer, I collaborated with the CEO of Gretchen Rubin's media company to evaluate and redesign the "Happier" app. Founded by renowned writer Gretchen Rubin, the app aimed to help users build and track positive habits to lead happier lives. Our goal was to enrich the user experience while retaining the app's core mission of promoting happiness through habit formation and self-reflection. By conducting thorough user research, redesigning key features, and continuously iterating on the user interface, we aimed to create a more intuitive, personalized, and engaging user experience that also increased revenue for the company.

This app also won a Webby in 2021 for best user interface design!

DESIGN PROCESS

As the lead product designer for this app, I spearheaded the transformation of the "Happier" app from its initial form to a polished, user-centric interface that aligns with modern digital platform expectations. The comprehensive redesign focused on creating an inviting, aesthetically pleasing, and intuitive user interface that aligned with current design trends. Key elements of the design process included:

  1. Customer-Centric Discovery: I conducted quantitative and qualitative research to establish clear objectives and gain deeper insights into our target audience. By engaging directly with users and understanding their needs, preferences, and pain points when using the app, we developed user personas tailored to our primary audience segments. I collaborated with the product team to translate these findings into user stories and product requirements, creating comprehensive PRD deliverables for the engineering team, including experience principles, customer profiles, journey maps, and service blueprints.

  2. Competitive Analysis: I analyzed popular habit-tracking and personal growth apps to identify industry trends, best practices, and opportunities for differentiation. This analysis informed the design direction and feature set for the "Happier" app, ensuring we offered a competitive and user-centric experience.

  3. Visual Design: Leveraging the app's existing design system, I focused on creating a cohesive and branded experience for the "Happier" app. I enhanced the UX by improving navigation, information architecture, and visual hierarchy while maintaining consistency with the app's overall brand. I also identified opportunities for UX/UI experimentation to further improve the user experience and drive adoption.

  4. Accessibility and Inclusivity: Throughout the design process, I prioritized accessibility and inclusivity, ensuring that the "Happier" app was accessible to users with diverse needs and abilities. This included considerations for color contrast, font sizes, and clear labeling of interactive elements.

  5. Product Design: I created high-fidelity mockups of all screens, incorporating usability principles and subtle animations to enhance the user experience. Key screens included the habit tracking dashboard, journal entry flow, goal setting, and progress visualization. I paid close attention to the unique needs of users, such as customizable reminders and personalized recommendations.

PRODUCT OUTCOMES

Throughout the year+ I worked with them, we shipped multiple updates, including:

  • A design system to expedite engineering work

  • A revamped habit-tracking system with personalized goals, progress tracking, and reminders

  • A new journaling feature for self-reflection and gratitude

  • An improved user interface with enhanced navigation, visual elements, and overall usability

  • A more intuitive and personalized user experience tailored to individual needs and preferences

BUSINESS IMPACT

The redesign of the "Happier" app brought about significant improvements in user engagement and satisfaction:

  1. Increased user engagement: More users adopted habit tracking and journaling features, leading to higher trial conversion, app usage, revenue and retention rates — a growth of over 3x.

  2. Growth in user base: The app's user base grew organically through word-of-mouth recommendations, attracted by the improved user experience and the app's effectiveness in promoting happiness.

  3. Positive user feedback: User reviews and feedback became more positive, highlighting the app's improved usability and the joy it brought to their lives.

  4. Enhanced brand reputation: The successful redesign strengthened the "Happier" brand and positioned it as a leading app in the personal growth and happiness space.

The "Happier" app redesign demonstrated the power of user-centered design in enhancing the user experience while staying true to the app's core mission. Through diligent research, feature revamps, and continuous iterations, we created an app that not only inspired users to lead happier lives but also attracted a wider audience. The "Happier" app now stands as a powerful tool for individuals pursuing their journey to happiness, showcasing the impact of thoughtful product design.