Design that makes sense.

Situation

The value proposition was clear: learn English with TV shows. But the real content was a wall for beginners. 60% of new users didn't return after day one, and 80% didn't finish their first round of lessons.

Task

As Head of Product and Product Designer, understand why users were leaving and design a reason to come back every day, without losing the real content that makes the app unique.

Action

Interviews, surveys and analytics showed the frustration came from not feeling any progress. We segmented users by level and designed a gamified exam that unlocks every 24 hours: 14 difficulty milestones, short formats built on clips from the show, instant feedback and combos. We launched an MVP and iterated with every release.

Result

A sustained two-percentage-point increase in user retention, and a higher conversion rate to Premium.

Situation

In a freemium app, onboarding is not just a welcome: it's the flow where most users decide to pay. In a couple of minutes they need to understand the value, feel the app is made for them, and decide.

Task

As Head of Product, review the onboarding conversion metrics every week, find the screen where users dropped off, and propose a strategy for each one.

Action

I mapped the full flow, from the welcome screen to the home. Every idea became a user story with acceptance criteria and variants, tested with A/B tests through Remote Config, without shipping a new app version. We also explored a conversational onboarding led by the app's character.

Result

A weekly ritual that replaced the big redesign, and an honest paywall with the close option always visible.

Conversion numbers are confidential; this case focuses on the process.

Situation

Learning a language is a long road, and most people quit when they can't see where they're going. The hardest part wasn't designing the path but filling it: the right content for every step, without feeling repetitive.

Task

Define the vision of the learning path and turn it, with design, engineering and linguistics, into something we could build, test and improve. Keep the challenge, the daily motivation and real-life results in balance.

Action

I mapped the full route at a high level and in detail, and we tested it with low-fidelity prototypes. Users pick their shows and, at every milestone, their lesson types; the path adjusts the difficulty, builds the Boss lesson from the block's exercises, and unlocks tests and medals.

Result

The user decides what to learn, and the path decides how hard it gets. A dashboard brings together their English level, skills and certificates.