Lighthouse consumer mobile application focused on life tracking, habit building, and improving user wellbeing through challenges, tools, and data-driven insights. Product aimed to help users build more fulfilling routines by combining behavioural tracking with actionable feedback.
Role: Product Designer (Consultant) working directly with founders over a six-month engagement. Responsible for product optimisation post-launch, including user research, data analysis, UX redesign, and defining long-term product strategy.
Context: Product had already launched but lacked a clear value proposition and structured approach to growth. User engagement, retention, and conversion to premium were below expectations. Founders needed clarity on how to improve the product and prioritise future development.
Problem:
Low retention and weak premium conversion due to unclear value proposition and suboptimal onboarding experience. Users did not fully understand the benefits of the product or how it supported their goals. Lack of structured product direction limited growth.
Approach:
Conducted in-depth user interviews and analysed product usage data to identify behavioural patterns and friction points. Ran workshops with founders to align on product direction and refine core features. Focused on identifying what users valued most and how to surface that clearly within the experience. Iteratively redesigned onboarding and key flows, validating changes through continuous testing.
Solution:
Redesigned onboarding to clearly communicate value and guide users into meaningful interactions. Refined core features to better support habit tracking and user goals. Introduced clearer structure to the product experience and prioritised features based on user needs and behavioural data. Defined a product roadmap to guide future development.
Outcome:
Increased premium sign-up conversion by 70% following onboarding improvements. Improved retention by 30% through clearer value proposition and product direction. Increased overall engagement and downloads post-launch. Established a clear roadmap for continued product growth and optimisation.
Characteristics:
Consumer product, post-launch optimisation, growth-focused design, strong use of behavioural data, measurable UX impact, direct collaboration with founders, iterative product improvement.