A full product redesign that tripled user retention
Orbit's project management app had a 68% 30-day churn rate. I led a full redesign — from discovery research through to a shipped product — that fundamentally changed how users onboard and build habits.
Users were dropping off in the first week. The app had too many features, no clear entry point, and an onboarding flow that assumed too much prior knowledge.
I ran 24 user interviews, mapped 6 core jobs-to-be-done, and redesigned the entire information architecture. The new onboarding is progressive — it reveals complexity only when users are ready.
30-day retention improved from 32% to 71%. Time-to-first-value dropped from 4 days to 18 minutes.