Marco Polo
This video chat app helps loved ones keep in touch via short recordings (Polos), despite time zones or busy schedules. I’m currently designing the core app and product-led growth (PLG) across monetization, retention, and subscriber activation.
Success metrics:
• 22.7% increase in bookings
• 18% drop in cancellations (QoQ)
• 15% increase in WAU (MoM)
• 11.2% increase in trials
• 9% increase in renewal rate (YoY)
• Net decrease in design iterations
Role:
• Sr. Product Designer, Growth
• UX Researcher
• UX Writer
Clarifying values for improved collaboration
I created guidelines for our design work at Marco Polo based on a common internal phrase: "Good for you tech." They've improved discussions and made abstract ideas more concrete. Additionally, this guide decreased the average iteration cycle so we could ship more quickly.
Activating cold signups to improve retention
Data and research showed that non-referrals were unclear about the app's purpose or next steps, and they were leaving after signup. I redesigned the onboarding process with clearer brand positioning and recommended actions, which increased week-one retention and activation rates.
Interested in the research?
Through user interviews, I identified gaps in our previous experience with a prototype. I asked questions such, as "Who do you imagine using this app with?" and "What would you do after signing up?" Research findings showed that messaging and guidance for initiating a chat needed the most improvement.
Highlighting benefits to lift trials and conversion
Users with free accounts have limited reply options. Previous upsells failed to connect premium benefits to user pain points. To better showcase these, I created animated vignettes to boost conversions.
Filling family plan seats to reduce churn
Family plans with low seat occupancies were a leading indicator of non-renewals. To get more friends and family onto Family plans, I designed multiple touchpoints after purchase that doubled the average number of people added to plans and increased renewal rates.
Safekeeping older messages to grow renewals
Older Polos needed a new home in the app. The company also needed to improve how it stored content for the privacy and convenience of its customers. I designed a comprehensive archival experience for greater peace of mind and new subscriber benefit (unlimited storage).
Interested in the research?
I researched user perceptions of archived content and the usability of rewatching old messages. Organization, saving options, and visual affordances mattered most for recalling important Polos from the past.
Restoring expired messages to upgrade accounts
When non-subscribers exceed the free 12-month storage limit, we wanted to give visibility and tools to save important Polos before they’re removed. To surface this, I designed an alert system to save expiring messages or upgrade the plan type.
Interested in more?
Get in touch and let’s chat.