2022Senior DesigneriOSAndroidFigmaUser Research

Driftwood Mobile

Consumer app redesign — +18% 30-day retention.

Overview

Full product redesign of Driftwood's iOS and Android app: new IA, onboarding, and core loop. Shipped to 3M+ users with zero downtime via a phased rollout.

Challenge

Retention was falling as the app grew feature-bloated. Users completed onboarding but churned within the first week — the core loop had no clear value moment.

Approach

Ran diary studies with 20 churned users to find the missing 'aha' moment, then redesigned onboarding to deliver value in under 90 seconds. Simplified the nav from 7 tabs to 3, and introduced a daily prompt mechanic.

Outcome

18% lift in 30-day retention · 34% improvement in onboarding completion · #2 in App Store (Lifestyle) for four consecutive weeks.